OpenAI just transformed ChatGPT from a chatbot into an app platform. At DevDay 2025, the company unveiled a new system that lets developers embed interactive applications directly inside ChatGPT conversations - no separate app store required. Five major companies including Spotify, Figma, and Zillow launch with the platform today, marking the biggest shift in AI user experience since ChatGPT's debut.
OpenAI is rewriting the rules of AI interaction. The company announced at DevDay 2025 that ChatGPT users can now access interactive applications from major platforms without ever leaving their conversations. Starting today, you can ask ChatGPT to "Figma, turn this sketch into a workable diagram" or "Coursera, can you teach me something about machine learning" - and the apps appear directly in your chat.
This isn't just another integration announcement. It's OpenAI's boldest move yet to transform ChatGPT from a text-based assistant into a comprehensive platform that could challenge traditional app stores. "We want ChatGPT to be a great way for people to make progress, to be more productive, more inventive," CEO Sam Altman told TechCrunch's Maxwell Zeff at the event. "[Apps inside of ChatGPT] will enable a new generation of apps that are interactive, adaptive, and personalized, that you can chat with."
The timing couldn't be more strategic. While competitors like Google and Microsoft focus on AI search integration, OpenAI is building an entirely new computing paradigm. The company's previous GPT Store required users to browse a separate marketplace - this new system embeds apps contextually within natural conversation flow.
The launch partners reveal OpenAI's strategy across key verticals. Zillow's integration demonstrates real estate search through interactive maps, letting users explore apartments in their price range while ChatGPT explains neighborhood details. Spotify can create party playlists on demand, while Canva handles design tasks directly in chat. Each app maintains full functionality - users can log into existing accounts and access premium features.
