OpenAI has unveiled a groundbreaking new feature that allows developers to build and integrate interactive applications directly within ChatGPT. Starting Monday, users will be able to access apps from major brands such as Booking.com, Expedia, Spotify, Figma, Coursera, Zillow, and Canva — all from within their ChatGPT conversations. Alongside this launch, OpenAI is rolling out a preview of its Apps SDK, a toolkit for developers to create and customize these apps.
The announcement came during OpenAI’s annual DevDay 2025 conference.
“We want ChatGPT to be a great way for people to make progress — to be more productive, inventive, and to learn faster,” said OpenAI CEO Sam Altman. “Apps inside ChatGPT will enable a new generation of tools that are interactive, adaptive, and personalized — tools you can actually chat with.”
This new feature marks a major step in OpenAI’s strategy to build an app ecosystem around ChatGPT. Unlike the GPT Store, which served as a separate platform, these apps will now be embedded directly in ChatGPT’s interface, letting users call on third-party tools seamlessly in conversation. Developers benefit from broader exposure, while users get a richer, more versatile chat experience.
For example, a user could type, “Figma, turn this sketch into a workable diagram,” or “Coursera, teach me something about machine learning,” and ChatGPT will invoke the corresponding app to perform the task.
In one demo, Zillow’s app allowed users to search for apartments in their area by chatting naturally with ChatGPT, which then displayed an interactive map with listings and details.
ChatGPT will also automatically suggest relevant apps when they fit the user’s request — for instance, surfacing Spotify if someone asks for a weekend party playlist. OpenAI says more apps, including DoorDash, Instacart, Uber, and AllTrails, will soon be added.
The system is built on the Model Context Protocol (MCP), enabling developers to connect external data sources to AI systems. Apps can trigger actions, display interactive user interfaces, and even play videos directly within ChatGPT, which users can modify in real time.
Subscribers to integrated services can log in to their existing accounts within ChatGPT for full access. OpenAI also plans to introduce monetization options for developers, leveraging its recently launched Instant Checkout feature.
However, the rollout raises privacy and transparency questions — particularly around how much user data third-party developers can access. OpenAI maintains that apps must collect only minimal, necessary data and clearly disclose permissions.
Another open question is how ChatGPT will prioritize competing services like DoorDash versus Instacart. While monetization through app placement seems likely, OpenAI insists its focus will remain on optimizing user experience above all else.
