Explore how OpenAI’s "Apps in ChatGPT" is transforming app distribution, user interaction, and ecosystem control with seamless third-party app integration.
OpenAI's recent announcement at DevDay 2025 about "Apps in ChatGPT" marks a transformative shift in the app ecosystem. By integrating third-party applications directly into the ChatGPT interface, users can now interact with popular apps like Canva, Spotify, and Zillow, all within the chat window. This innovation eliminates the need to switch between apps, streamlining tasks and offering a seamless experience.
"Apps in ChatGPT" enables users to access and operate third-party applications through natural language commands within the ChatGPT interface.
For example, a user can ask ChatGPT to help design a poster using Canva, search for homes with Zillow, or create a playlist on Spotify. These apps are displayed in an interactive format within the chat, making them easy to use without ever leaving the conversation.
image from OpenAI
Not only do these apps support interactive elements like maps and media players, but they also provide real-time responses, enhancing the user experience.
With over 800 million users, ChatGPT is emerging as a new platform for app distribution. The introduction of the Apps SDK allows developers to submit and embed their services directly into the ChatGPT environment. This opens up new opportunities for app creators to tap into a vast, highly engaged user base.
Additionally, OpenAI's control over the app ecosystem is expanding. All apps that integrate into ChatGPT must undergo security and functionality checks, similar to app stores like Apple's or Google Play. OpenAI has even hinted at future revenue-sharing models, further solidifying its role as the curator of this new digital ecosystem.
The integration of apps into ChatGPT is changing user behavior. Instead of hopping between apps, users can now access all the tools they need in one place. This model provides an effortless transition between tasks, such as brainstorming a business idea, designing slides, and making purchases, all within a single conversation.
With ChatGPT managing the flow between apps, users can focus on achieving their goals without needing to navigate multiple platforms.
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As apps within ChatGPT become more interconnected, the line between them begins to blur. Users can seamlessly move from one app to another within the same conversation. For example, after finding a home on Zillow, ChatGPT can automatically generate a budget spreadsheet in Excel, creating a cohesive, "super assistant" experience.
While this level of integration is exciting, it also raises questions about app competition. How will ChatGPT decide which app to recommend when multiple services offer similar solutions? OpenAI currently prioritizes user experience, but paid rankings or ads may influence future recommendations.
In summary, the advent of "Apps in ChatGPT" is not only transforming how users interact with apps but also reshaping the entire app ecosystem. As more developers submit their applications to this new platform, the potential for innovation and improved user experience grows.
To learn more about how ChatGPT is reshaping app discovery and what this means for ASO (App Store Optimization), as well as how to prepare ASO strategies for AI-driven discovery, stay tuned for our upcoming blogs where we will dive deeper into these exciting developments.
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