At its annual DevDay 2025 conference, OpenAI unveiled a major expansion of ChatGPT’s capabilities, allowing developers to build interactive applications directly inside the chatbot. Starting Monday, users can access apps from companies such as Booking.com, Expedia, Spotify, Figma, Coursera, Zillow, and Canva without ever leaving the chat.
Alongside this launch, OpenAI introduced a preview of its new Apps SDK, a developer toolkit designed to help third parties build and integrate apps within ChatGPT’s environment.
“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 OpenAI 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.”
This new feature marks OpenAI’s most ambitious move yet toward building an ecosystem around ChatGPT. While the company previously allowed developers to create custom GPTs through its GPT Store, the new system takes integration to the next level embedding apps directly within conversations.
Now, users can simply type commands like, “Figma, turn this sketch into a workable diagram” or “Coursera, can you teach me something about machine learning?” to call up those apps instantly. ChatGPT can also surface relevant apps automatically. For instance, if someone asks for a playlist for a weekend party, the Spotify app may appear in the chat.
In a live demo, OpenAI showcased Zillow’s interactive integration, where users could ask ChatGPT to find apartments in a specific location and price range. ChatGPT responded with a map embedded in the chat, allowing users to explore listings conversationally.
Underpinning this new system is OpenAI’s Model Context Protocol (MCP), which allows apps to connect their data sources directly to ChatGPT. Through MCP, apps can not only supply real-time information but also trigger actions and render fully interactive UIs within ChatGPT’s responses.
Some apps even support video content that can play inside the chat window, giving users a richer, more visual experience. Users who already have subscriptions to certain services can log in directly through ChatGPT to access premium features or saved data.
OpenAI also plans to enable monetization options for developers through features like Instant Checkout, letting users purchase app services seamlessly within ChatGPT.
While the new ecosystem promises convenience and personalization, it also raises questions about privacy and data sharing. OpenAI says it will require developers to “collect only the minimum data they need and be transparent about permissions.” However, it remains unclear what level of user data apps will actually receive whether it’s the full conversation, recent context, or just the single prompt that activates them.
Another open question is how ChatGPT will decide between competing apps. For example, if a user requests a food delivery, will ChatGPT choose DoorDash or Instacart? OpenAI insists that user experience will remain the top priority, though the potential for paid placement or prioritization could emerge as the ecosystem evolves.
With apps now becoming part of the ChatGPT experience, OpenAI is effectively transforming its chatbot from a conversational AI tool into a full-fledged interactive platform — a kind of “operating system for AI-powered services.”
Future integrations will include apps from DoorDash, Instacart, Uber, and AllTrails, further blurring the line between chatting and acting. As Sam Altman described it, this expansion is about making ChatGPT a gateway for action, not just information, a place where users can not only ask questions but also get things done.
