OpenAI is rolling out its most significant expansion yet for ChatGPT , transforming the conversational interface into a platform where users can directly interact with their favorite applications. Announced at its annual DevDay conference, the company introduced a new Apps SDK that enables developers to build and run full-featured applications—like Spotify, Canva, and Zillow—right inside the ChatGPT environment.
This move goes beyond simple linking or separate app stores. It embeds the functionality of external software directly into the conversation flow. As CEO Sam Altman stated, the goal is to make ChatGPT a powerful engine for productivity and learning, enabling a “ new generation of apps that are interactive, adaptive, and personalized .”
ChatGPT gets a power-up: Full in-chatbot apps integration with the Apps SDK
The core innovation is that users can now summon a third-party application simply by typing its name in the chat. For instance, a user might prompt: “Canva, create a poster for my new dog-walking business,” or “Zillow, show me homes for sale in this neighborhood.”
ChatGPT then acts as a conversational intermediary. It translates the user’s natural language request into specific commands for the external app. The app’s output—whether it’s a fully interactive map, a series of design examples, or a video lesson—renders seamlessly within the chat interface.
This integration is built using the Model Context Protocol (MCP). MCP allows the AI model to maintain up-to-date context about what the user is interacting with in the external application. For example, if a user is watching a Coursera video pinned to the top of the chat, they can ask ChatGPT, “Explain more about what they are saying right now.” Then, the AI will understand the video’s content without the user having to quote it.
A strategic shift to a unified ecosystem
This launch is a major strategic pivot for OpenAI. It is true that the company had already explored building an ecosystem through its separate GPT Store. However, the new system provides developers with far better distribution by placing their tools directly in the path of ChatGPT’s massive user base.
The initial wave of apps inside ChatGPT includes major players across several categories:
- Travel and Booking: Booking.com, Expedia
- Design and Productivity: Canva, Figma
- Media and Learning: Spotify, Coursera
- Real Estate: Zillow
More apps from companies like DoorDash, OpenTable, and Target will arrive in the coming weeks.
The Apps SDK is available now in preview. OpenAI plans to launch a full developer directory and start supporting monetization later this year. The company emphasized that all integrated apps must adhere to strict guidelines for safety, content, and especially privacy. The firm requires developers to be transparent about data collection and collect only the minimum amount necessary.
With this move, OpenAI is attempting to establish ChatGPT as the single command center for tasks across the web. It aims to change the user experience, allowing individuals to move from planning to execution without ever switching tabs or leaving the chat window. It’s an ambitious goal, and it will be interesting to see the final result in action.
