OpenAI positions ChatGPT as AI operating layer with new app integration

During OpenAI’s Developer Day, CEO Sam Altman announced that developers can now build interactive, adaptive apps inside ChatGPT, with initial integrations from Booking.com, Canva, Spotify, and others available to users outside the EU

OpenAI has rolled out a transformative feature that allows third‑party apps to run directly inside the ChatGPT interface. With this change, users can call up apps by name or have ChatGPT suggest relevant ones mid‑conversation—handling tasks like booking services, generating visuals, or surfing data—all without leaving the chat.

During OpenAI’s Developer Day keynote, CEO Sam Altman explained, “We are opening ChatGPT for developers to build real apps inside ChatGPT. This enables a new generation of apps that are interactive, adaptive, and personalized.” 

Seamless integration across use cases

The initial pilot includes apps such as Booking.com, Canva, Coursera, Figma, Expedia, Spotify, and Zillow, accessible in English to logged-in users outside the EU on Free, Go, Plus, and Pro plans. OpenAI plans to gradually expand to more partners and bring offerings to EU users later in the year.

Industry observers see this as a shift that moves ChatGPT beyond mere conversation. Pareekh Jain, CEO of EIIRTrend & Pareekh Consulting, said, “This move effectively positions ChatGPT as an AI operating system or conversational runtime, letting users discover, invoke, and interact with mini‑apps entirely within a chat.” Sanchit Vir Gogia, CEO of Greyhound Research, added, “Traditional OSes organize processes; ChatGPT organizes purpose.”

Developers get tools through apps SDK

At the heart of this expansion is the Apps SDK, built on the Model Context Protocol (MCP). The SDK enables developers to connect data sources, trigger actions, and present interactive UI within chat. OpenAI has open-sourced the SDK, which makes it possible for developers to deploy their apps across platforms adopting the same standard.

Additional features include chat‑based login flows and support for monetization via “agentic commerce”—users may complete checkouts right inside ChatGPT. Developers choosing to build apps gain access to OpenAI’s platform of over 800 million users, turning the chat surface itself into a potential commercial marketplace.

That said, constraints remain. Jain cautions developers will face limited UI flexibility, challenges with state retention, API rate limits, and data access restrictions. Because user identities and access must follow OpenAI protocols, direct access to personal data (PII) remains tightly controlled. Platform risks—such as changing policies, competition from app partners, and compliance in regulated environments—will also need careful navigation.

Enterprise ambitions and future outlook

Later this year, OpenAI plans to bring its app framework to ChatGPT Business, Enterprise, and Education editions. Only apps meeting strict guidelines will be eligible for listing, and standout entries may be featured prominently within conversations.

According to Gogia, this development may usher in what he calls a “conversational enterprise,” where internal company apps—HR, analytics, IT services—are exposed through a single, chat-based interface. With support for single sign-on, role-based access, and logging, ChatGPT could become the front-end conversational layer for core business workflows.