OpenAI launches apps inside ChatGPT

OpenAI is introducing a new way for developers to build and ship fully interactive applications inside ChatGPT with a preview of an Apps SDK for builders.

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 […] Apps inside of ChatGPT will enable a new generation of apps that are interactive, adaptive, and personalized, that you can chat with.

What’s launching from OpenAI

Interactive third-party apps directly in ChatGPT from companies like Booking.com, Expedia, Spotify, Figma, Coursera, Zillow, and Canva starting Monday.

Apps SDK (preview): a developer toolkit to build these ChatGPT-native apps.

Announcement made at OpenAI DevDay 2025.

Instead of sending users to a separate store or plugin picker, apps now appear inline in ChatGPT’s responses, creating a smoother, more discoverable experience for users—and better distribution for developers than previous approaches (like the GPT Store).

Learn more about new feature on OpenAI website.

How the new feature works for users

• Invoke apps naturally by name in a prompt:
  • “Figma, turn this sketch into a workable diagram.”
  • “Coursera, can you teach me something about machine learning?”
• Apps can render interactive UIs inside the chat.
  In a Zillow demo, a user asked for apartments within a price range, and ChatGPT returned an interactive map with listings the user could explore in conversation.
• Smart surfacing: ChatGPT can suggest relevant apps when helpful.
  Example: ask for a party playlist and ChatGPT may pull in the Spotify app.
• Coming soon: OpenAI says apps from DoorDash, Instacart, Uber, and AllTrails are planned.

Big shift: Apps live where users already are – inside the conversation – not in a separate app store.

How new OpenAI feature for developers

• Built on the Model Context Protocol (MCP) to connect data sources to AI systems.
• Apps can trigger actions and render fully interactive UI components directly inside ChatGPT.
• Rich media support: certain apps can display video pinned at the top of the page and can adapt that video based on user requests.
• Accounts & monetization: If a user already subscribes to a product, they can log in inside ChatGPT to access features. OpenAI plans to support monetization, including via Instant Checkout.

Distribution + native UI + actions, all within ChatGPT’s conversational flow.

Privacy & open questions

Privacy is a key question for apps in ChatGPT. OpenAI says developers must “collect only the minimum data they need, and be transparent about permissions.”
Open questions remain:

• What exactly can an app see? The entire conversation, recent messages, or just the invoking prompt?
• How will ChatGPT choose between competing services (e.g., DoorDash vs. Instacart)? Could paid placementplay a role, or will OpenAI prioritize user experience as stated?

Until these are clarified, privacy and ranking transparency will be the most important areas to watch.