OpenAI Introduces Apps Inside ChatGPT — Launching New Era of Interactive AI Experiences

OpenAI Introduces Apps Inside ChatGPT — Launching New Era of Interactive AI Experiences

OpenAI is introducing a groundbreaking way for developers to build applications inside ChatGPT. Starting Monday, users will be able to directly access interactive apps from top companies including Booking.com, Expedia, Spotify, Figma, Coursera, Zillow, and Canva — all without leaving the chat.

Alongside this launch, OpenAI also revealed a preview of its new Apps SDK, a developer toolkit designed to help creators build and integrate apps directly into ChatGPT.

The announcement was made during OpenAI’s annual developer conference, DevDay 2025.

“We want ChatGPT to be a great way for people to make progress, to be more productive, more inventive, to learn faster,” said CEO Sam Altman. “Apps inside ChatGPT will enable a new generation of apps that are interactive, adaptive, and personalized — ones you can chat with.”

This update marks OpenAI’s latest effort to expand the ChatGPT ecosystem. Unlike the earlier GPT Store, which functioned as a separate app marketplace, this new system brings third-party apps directly into ChatGPT’s conversations. Users can now call on apps naturally during chats, creating a seamless and richer experience for both users and developers.

For example, you can say, “Figma, turn this sketch into a workable diagram,” or ask, “Coursera, can you teach me something about machine learning?” ChatGPT will instantly connect with the relevant app to get it done.

In a demo of Zillow’s app, ChatGPT was able to search for apartments in a specific area and price range using natural language. The chatbot displayed an interactive map of available listings and allowed users to explore more details through conversation.

ChatGPT will also suggest relevant apps automatically when they might be useful. For instance, if someone asks for a party playlist, ChatGPT may bring up the Spotify app. In the near future, OpenAI says integrations with DoorDash, Instacart, Uber, and AllTrails will also be available inside ChatGPT.

Apps Built on the Model Context Protocol (MCP)

OpenAI says the new app system is powered by the Model Context Protocol (MCP), which allows developers to connect their own data sources and enable apps to trigger actions or render interactive UIs directly within ChatGPT responses. Some apps can even display videos inside ChatGPT, pinned to the top of the page and adjustable based on user requests.

If a user already has a subscription to a service, they’ll be able to log in directly within ChatGPT to access premium features. OpenAI also plans to introduce monetization options for developers, including payments through its Instant Checkout feature in ChatGPT.

Privacy and Competition

As apps become part of ChatGPT, privacy and data access will be key questions. OpenAI emphasizes that developers must “collect only the minimum data they need and be transparent about permissions.” However, it’s still unclear whether apps can access a user’s full conversation history, recent messages, or just the specific prompt that triggered the app.

Another question is how ChatGPT will choose between competing services — for example, whether it will pick DoorDash or Instacart when both could fulfill a request. OpenAI says it plans to prioritize the user experience over paid placement or partnerships.

Looking Ahead

This launch signals a major step forward in how people will interact with AI. By turning ChatGPT into a hub of connected, interactive applications, OpenAI is not just expanding functionality — it’s reshaping how users learn, create, and get things done online.

Image Credit: Zillow