OpenAI Integrates Third-Party Apps Directly Into ChatGPT
OpenAI is introducing a new approach for developers to create applications directly inside ChatGPT. Starting Monday, ChatGPT users will have access to interactive apps from popular companies, including Booking.com, Expedia, Spotify, Figma, Coursera, Zillow, and Canva. At the same time, OpenAI unveiled a preview of its Apps SDK, a developer toolkit designed to help build these applications.
The announcement was made at 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, to do whatever they’re trying to do in their lives better,” said CEO Sam Altman. “[Apps inside of ChatGPT] will enable a new generation of apps that are interactive, adaptive, and personalized, that you can chat with.”
Expanding ChatGPT’s Ecosystem
This launch represents OpenAI’s latest effort to cultivate an ecosystem of applications around its flagship AI product. Previously, the company had allowed developers to build interactive apps via the GPT Store. Unlike the GPT Store, which existed as a separate marketplace, the new system embeds third-party apps directly into ChatGPT conversations, offering users a more seamless experience and giving developers broader exposure for their apps.
How ChatGPT Apps Work
Users can access apps by simply typing their names in ChatGPT. For instance:
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Asking “Figma, turn this sketch into a workable diagram” will invoke the Figma app.
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Requesting “Coursera, can you teach me something about machine learning?” calls up Coursera’s learning modules.
In a demo of Zillow, users could search for apartments using natural language, specify a price range, and view an interactive map of available options. ChatGPT also allowed further conversation to explore each listing in detail.
Additionally, ChatGPT can proactively suggest apps when relevant. For example, if a user asks for a playlist for a weekend party, ChatGPT might pull up Spotify automatically. OpenAI plans to expand the app selection to include DoorDash, Instacart, Uber, and AllTrails in the near future.
Technology Behind the Integration
The new system leverages Model Context Protocol (MCP), enabling developers to connect their own data sources to the AI system. ChatGPT apps can trigger actions and present fully interactive interfaces directly in the chat. Some apps even support video content, which can be pinned to the top of the web page and customized based on user input.
Users with existing subscriptions can log into their accounts within ChatGPT to access additional features. Altman also noted that OpenAI plans to enable monetization for apps in ChatGPT, potentially through the Instant Checkout feature recently introduced in the platform.
Privacy and Competition Challenges
OpenAI acknowledges that privacy will be a critical issue. Developers are required to “collect only the minimum data they need, and be transparent about permissions.” It remains uncertain, however, whether developers will have access to entire conversations, a few prior messages, or just the prompt that summoned the app.
Another question is how ChatGPT will select between competing services, such as DoorDash vs. Instacart. While companies could theoretically pay to be prioritized, OpenAI insists that the user experience will remain the top priority.
The integration of third-party apps directly into ChatGPT marks a significant step in making AI more interactive, personalized, and useful in everyday workflows. For developers and businesses alike, this opens new opportunities to create dynamic tools that meet users where they already are—inside the chat.
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