OpenAI just announced at DevDay 2025 that it is pushing ChatGPT beyond mere conversation by rolling out a new Apps SDK that lets developers build interactive apps that live inside ChatGPT itself. The SDK is in preview now, and already supports early integrations such as Canva, Spotify, Zillow, Coursera, Booking.com, Figma, and Expedia, with more (DoorDash, Uber, Target, etc.) expected soon. In demos, users asked ChatGPT to create a poster via Canva or show homes via Zillow—all without leaving the chat interface. OpenAI emphasized that this move is built atop the Model Context Protocol (MCP), an open standard that links ChatGPT and external tools, giving apps control over both logic and UI. The company will open app submissions later in the year, launch an app directory, and roll out monetization guidance.
Key Takeaways
– ChatGPT is evolving from a conversational AI into a full-blown app platform, allowing third parties to build feature-rich applications that run inside its chat flow.
– The Apps SDK preview is live now; it builds on the open Model Context Protocol (MCP) so apps can handle UI, logic, and state natively within ChatGPT.
– OpenAI is planning for app submissions, discovery, and monetization later in 2025, positioning ChatGPT as a potential competitor to traditional app stores.
In-Depth
OpenAI’s announcement at DevDay 2025 marks what may be a turning point: ChatGPT is no longer just a “smart chatbot,” but now a platform on which third-party applications can run as if they were built in. Up until now, developers could connect external APIs to ChatGPT via “tools,” but the UI and interactivity remained constrained. With the new Apps SDK, OpenAI is granting far more power and flexibility: apps can carry their own logic, render custom user interfaces inside chats, and respond semi-natively in conversation.
The architecture depends on the Model Context Protocol (MCP), an open standard (originally championed by others) that lets apps and AI models share context and state. This means ChatGPT can remain aware of what the app is doing, and pass relevant information back and forth so that the conversation and app are tightly integrated. In demos, for example, a user asked ChatGPT to “design a poster for my dog-walking business” and Canva produced several poster options inline; the user then asked ChatGPT to build a pitch deck around the poster. In another demo, Zillow displayed an interactive home map that users could query further. Because the apps live inside the conversation, users won’t need to leave ChatGPT to use them.
OpenAI is starting with a few key launch partners—Canva, Spotify, Zillow, Booking.com, Coursera, Figma, and Expedia—and expects to add more soon (Uber, Target, DoorDash, etc.). Developers everywhere can access the SDK in preview now; later in 2025, OpenAI will permit app submission for review, launch a directory for discovering apps, and publish guidelines for monetization. With that, ChatGPT begins to look like a platform competing with the likes of Apple‘s App Store or Google Play, but with AI as the interface and broker.
For users, the promise is convenience. Rather than toggling back and forth between websites and ChatGPT, you can stay in one place and issue commands like “show me travel deals” or “find a playlist for a workout,” and the relevant app responds directly within the conversation. This seamless experience could raise expectations for how AI assistants should work going forward.
For developers, it’s a big opportunity—but some risk. Because ChatGPT already has a massive user base, apps built for it can reach a wide audience fast. But success will depend on creating experiences that feel native, responsive, and safe. Apps must obey policy, handle edge cases, and avoid breaking the conversational flow. Also, monetization rules and discoverability will play a huge role in determining which apps thrive.
From a strategic perspective, OpenAI is positioning itself not just as an AI provider, but as an AI operating system—the platform on which new services and experiences are built. If this takes off, the “web” as we know it may start to recede in favor of the ChatGPT-centric universe. But whether developers and users embrace that shift depends on whether these in-chat apps can offer real utility, maintain privacy and security, and compete with standalone apps in performance.