OpenAI has appointed Emmanuel Marill as its first Managing Director for Europe, the Middle East and Africa (EMEA), signalling a major push to strengthen its footprint across the region amid rising scrutiny of U.S.-based artificial intelligence firms.
The company announced the appointment on Wednesday, noting that Marill joins from Airbnb, where he previously led regional operations in a similar capacity.
Based in Paris, Marill will oversee OpenAI’s operations across EMEA and report directly to Jason Kwon, according to details cited by Bloomberg.
In a statement, Kwon said the move reflects the company’s growing global ambitions as demand surges for its flagship products, including ChatGPT and Codex.
“As demand for ChatGPT and Codex continues to grow rapidly all over the world, we are investing significantly in our international leadership and operations,” he said.
However, OpenAI’s expansion comes at a time of increasing resistance from policymakers and industry players in Europe, where concerns about digital sovereignty are gaining traction. These concerns have boosted support for local AI alternatives such as Mistral AI, which is positioning itself as a regional competitor to U.S. firms.
The company is also navigating infrastructure challenges in the region. Earlier this month, OpenAI paused its Stargate data centre project in the United Kingdom, citing regulatory hurdles and high energy costs.
In a related development, Microsoft, a key OpenAI investor, has agreed to lease data centre capacity in Norway that was initially earmarked for the project. OpenAI says it is still exploring computing partnerships in the country.
Beyond Europe, Marill will also lead expansion efforts in the Middle East, where OpenAI has made strategic investments, particularly in the United Arab Emirates. Its partnership with G42 on a major data centre project remains on track despite geopolitical tensions.
OpenAI has been actively building enterprise and government partnerships across EMEA, spanning sectors such as banking, pharmaceuticals and media. It is also collaborating with governments in countries including Germany, Greece and Ireland, while planning to expand its workforce in London.
Commercial momentum in the region appears strong. As of February, the company reported a sevenfold year-on-year increase in business subscriptions across EMEA, though it has yet to disclose regional revenue figures. Globally, OpenAI’s annualised revenue exceeded $20 billion last year, according to Sarah Friar, its Chief Financial Officer.
The appointment of Marill underscores OpenAI’s intent to deepen its presence in key international markets, even as regulatory, geopolitical and competitive pressures continue to shape the trajectory of AI adoption across Europe, the Middle East and Africa.
