At its 2025 Developer Day, OpenAI announced a significant shift: users can now run full-featured apps directly within ChatGPT, eliminating the need to switch between tabs or devices. The new Apps SDK enables app developers to embed their services, such as real estate browsing, music playlists, design tools, and booking engines, directly into chat sessions, tells Tech Xplore.
Initial partners include Booking.com, Canva, Coursera, Expedia, Figma, Spotify, and Zillow, making a diverse mix of services available from the start. Later this year, the rollout will expand to include integrations with platforms such as Uber, DoorDash, and other lifestyle and commerce partners.
When using these apps, the user can connect their account, and ChatGPT seamlessly passes data back and forth. In many cases, the AI will suggest the right app contextually. For example, if someone is discussing travel plans, ChatGPT may bring up Booking.com; discussing real estate may trigger Zillow.
The SDK is available now in preview for developers. It is built on the open Model Context Protocol (MCP) standard, allowing app logic and UI elements to integrate into ChatGPT conversations. Monetization routes and app distribution review are expected to follow later.
For users, the change means less friction: one place, one conversation, multiple services. For OpenAI, it helps shift ChatGPT from a tool you consult to a platform you act with. The move also raises new questions about data access, privacy, and the balance of AI mediation with third-party services.