ChatGPT becomes a platform for apps – and maybe marketing

OpenAI is turning ChatGPT into more than a chatbot. The company’s latest update lets users access third-party apps (e.g., Spotify, Canva, Zillow, Expedia) directly inside conversations.

Why we care. This shift could make ChatGPT a high-intent marketing channel, reaching 800 million users where they’re already engaging – in chat.

How it works. Users can call apps by name (“Figma, turn this sketch into a diagram”) or ChatGPT can suggest them automatically based on context – like surfacing Booking.com when discussing travel.

• Apps act like actions, not separate tools, within ChatGPT’s conversational flow.
• OpenAI calls this a step toward a “conversational operating system” – one interface where users access software and services.

What they’re saying. Nick Turley, ChatGPT’s product lead, described the goal:

• “If we can evolve ChatGPT the right way… maybe you’ll be spending a lot of time in ChatGPT. But it won’t feel like you’re in a chatbot.”

The marketing angle. This platform play could turn ChatGPT into a valuable discovery and conversion engine for brands. Some potential upsides for marketers:

• Massive reach: 800 million users. Apps appear at the moment of intent.
• Contextual discovery: Brands show up naturally as users describe needs — not through search.
• Interactive experiences: The Apps SDK supports visuals and dynamic UIs. Zillow can show listings with maps; Canva can design in chat.

What’s next. More brand integrations are coming – including Target, Uber, Peloton, and Instacart. Developers can start building now; OpenAI plans an app store and publishing reviews later this year. Apps meeting high design and functionality standards will get higher visibility.

• OpenAI also hinted at “agentic commerce” – one-click transactions powered by AI. It already tested in-chat Etsy shopping for U.S. users and is hiring for ad tech and attribution tools.

The big picture. This evolution opens new paths to brand interaction, contextual engagement and possibly commerce – all within a single, AI-mediated interface. This gives marketers a chance to meet consumers where they act, not just where they search.

OpenAI’s announcement. Introducing apps in ChatGPT and the new Apps SDK