AsianFin -- OpenAI is bringing on a new senior executive as it looks to broaden the reach of its AI tools. Fidji Simo, the outgoing CEO of Instacart, will officially join OpenAI next month in a newly created role as CEO of the company’s consumer applications division.

In a statement outlining her vision for the role, Simo said, “We must intentionally build and share these technologies to create more opportunities and prosperity for more people.”

OpenAI first announced the appointment in early May, saying the 39-year-old executive would take over operational responsibilities currently held by CEO Sam Altman, including oversight of finance and product development. The move is intended to free up Altman to focus more on long-term strategy.