ChatGPT Now Has Built-In Apps from OpenAI

OpenAI is introducing a new feature that allows developers to build applications directly within ChatGPT, marking a significant step toward creating a more integrated and interactive user experience. Starting this Monday, users can access interactive apps from major companies including Booking.com, Expedia, Spotify, Figma, Coursera, Zillow, and Canva. Alongside this rollout, OpenAI is releasing a preview of its Apps SDK, a developer toolkit designed for building these embedded applications.

The announcement came during OpenAI’s annual developer conference, DevDay 2025. CEO Sam Altman emphasized the company’s vision, stating, “Our goal is for ChatGPT to help people achieve more, whether that means boosting productivity, sparking creativity, or accelerating learning. These integrated applications will enable a new generation of interactive, adaptive, and personalized tools that users can converse with directly.”

This initiative represents OpenAI’s latest effort to cultivate a rich ecosystem around its flagship AI product. Unlike earlier approaches such as the GPT Store, which required users to visit a separate marketplace, the new system embeds apps directly into ChatGPT’s responses. Users can now invoke different applications during everyday conversations, offering developers improved distribution and creating a more dynamic experience for end users.

By simply naming an app, individuals can pull in content and functionality from various services. For instance, a user might say, “Figma, turn this sketch into a workable diagram,” to activate the Figma application. Similarly, asking “Coursera, can you teach me something about machine learning” would launch the Coursera app directly within the chat interface.

During a demonstration of Zillow’s integration, users were shown how to search for apartments in their area using natural language prompts. ChatGPT responded by displaying an interactive map with available listings, allowing further conversation to explore details about each option.

ChatGPT will also proactively suggest relevant apps when they might assist a user. If someone requests a playlist for an upcoming party, for example, the system could automatically incorporate the Spotify app into the dialogue.

The underlying technology powering these integrations is the Model Context Protocol (MCP), which enables developers to link their data sources to AI systems. These embedded applications can trigger actions and render fully interactive user interfaces directly in ChatGPT’s responses. Some apps even support video playback, with content pinned to the top of the webpage and adjustable based on user input.

For users with existing subscriptions to connected services, logging into their accounts within ChatGPT will unlock additional features. Altman also confirmed that OpenAI plans to support app monetization in the future, potentially leveraging tools like the recently introduced Instant Checkout feature.

Looking ahead, OpenAI has indicated that apps from DoorDash, Instacart, Uber, and AllTrails will also become available within ChatGPT.

A critical consideration with this expansion involves user privacy and the extent of data accessible to third-party developers. OpenAI states that developers are required to “collect only the minimum data necessary and maintain transparency about permissions.” However, questions remain regarding whether developers can access a user’s full conversation history, recent messages, or solely the specific prompt that activated their app.

(Source: TechCrunch)