OpenAI Unveils In-Chat Apps to Transform ChatGPT into an Interactive Platform
A new system has been introduced that allows developers to build interactive applications directly inside ChatGPT. Starting Monday, users can access tools from major platforms such as Booking.com, Expedia, Spotify, Figma, Coursera, Zillow, and Canva. This change marks a significant evolution in how users engage with the AI, allowing them to interact with external services without leaving the chat. Alongside this release, a preview of the Apps SDK a toolkit for developers has also been launched, making it easier to create and integrate new experiences.
The announcement took place during the company’s annual developer conference, where it was emphasized that these in-chat applications aim to make ChatGPT more adaptive and useful for daily life. Users can now call up third-party tools naturally during their conversations. For instance, one might say, “Figma, turn this sketch into a workable diagram,” or “Coursera, can you teach me something about machine learning?” This new functionality helps users move seamlessly between ideas and action within the same chat.
Expanding ChatGPT’s Interactive Capabilities
This launch represents an important step toward building a full ecosystem around ChatGPT. Previously, developers could publish interactive tools through a separate GPT Store. However, the new approach embeds those capabilities directly into ChatGPT itself. Consequently, developers gain better visibility for their apps, while users experience a smoother, richer interaction.
In one demonstration, a Zillow app allowed users to find apartments in a specific area and price range simply by chatting in natural language. ChatGPT responded with an interactive map that displayed housing options, enabling users to explore results conversationally. Similarly, if a user asked for a party playlist, ChatGPT could automatically surface the Spotify app to create one. Additional partners such as DoorDash, Uber, Instacart, and AllTrails are expected to join in the near future.
The apps are powered by the Model Context Protocol (MCP), which lets developers connect their data sources to AI systems. Some apps can even render fully interactive user interfaces or display videos within ChatGPT. Moreover, users subscribed to certain products can log in directly within the chat to access personalized features.
Addressing Privacy and Future Monetization
As the new system rolls out, key questions remain about privacy and data access. Developers are required to collect only essential information and must be transparent about permissions. However, it’s still unclear how much of a user’s conversation is shared whether it’s the entire chat, recent exchanges, or only the relevant prompt.
In addition, ChatGPT may eventually need to decide which service to surface when multiple apps offer similar features. While this could lead to competition among companies, the platform’s creators have stated that user experience will remain the top priority. Looking ahead, there are also plans to enable developers to monetize their apps through a new Instant Checkout feature, signaling the beginning of a broader digital marketplace within ChatGPT itself.
