OpenAI is adding a new layer of functionality to ChatGPT by embedding interactive applications from widely used platforms directly into its interface. Announced at DevDay 2025, this change allows users to access tools from companies such as Booking.com, Coursera, Figma, Zillow, and Spotify during live conversations with ChatGPT.

The integration aims to streamline how people perform tasks and retrieve information without switching between platforms.

A new developer toolkit, the Apps SDK, supports this system.

Built on the Model Context Protocol (MCP), the SDK helps third parties create apps that can respond within a chat, render interactive UIs, connect to external data sources, and deliver information in a more fluid, conversational way.

Users will also be able to log into existing service accounts and access certain app features directly through ChatGPT.

Why It Matters: Embedding apps inside ChatGPT moves the platform toward a unified interface, where different tools and services can be used in one responsive environment. It could change how organizations manage workflows by reducing tool-switching friction and centralizing access to knowledge, creative resources, and operations. At the same time, it raises questions about data governance, service priorities, and long-term control of the interaction layer.

• Task Execution Within Conversations: Users can now engage with third-party apps in natural language, allowing them to complete tasks such as designing layouts, browsing apartment listings, or initiating learning modules without leaving the chat. For example, a user might ask, “Figma, create a diagram from this idea,” and receive a live, editable interface in response. This approach consolidates workflows and reduces reliance on manual context-switching between standalone apps.

• Developer Access Through the Apps SDK: OpenAI is offering a new SDK that enables developers to build ChatGPT-compatible applications. Using the Model Context Protocol, apps can integrate external data, listen to specific user intents, and display interactive components such as maps, buttons, sliders, or video players within the chat UI. This allows apps to be more reactive to user needs while remaining embedded in the conversational structure.

• Authentication, Subscriptions, and Monetization Support: The system supports direct sign-in for users with existing service accounts, preserving access to subscription-based or personalized features. OpenAI also introduced “Instant Checkout,” a mechanism that will allow developers to charge for premium app experiences directly inside ChatGPT, potentially establishing a new revenue model tied to conversational interfaces.

• Intelligent App Surfacing Based on User Prompts: Beyond explicit commands, ChatGPT can proactively suggest apps based on context. If a user mentions planning a trip, a travel app like Expedia may be surfaced automatically. This context-awareness introduces a new layer of discoverability and lowers the barrier for app engagement, although it also raises concerns about how services are selected and ranked within these interactions.

• Data Use, Permissions, and Platform Fairness Questions: OpenAI has issued guidelines requiring developers to collect only necessary data and to disclose how it will be used. However, specifics remain unclear regarding what part of a conversation an app can access, such as whether it receives full context or only the activating prompt. Additionally, with multiple competing services likely to target the same use cases, questions remain about how app visibility will be governed and whether paid placement or preferential treatment could emerge over time.

Go Deeper -> Introducing apps in ChatGPT and the new Apps SDK – OpenAI

OpenAI launches apps inside of ChatGPT – TechCrunch