OpenAI Launches Apps Inside ChatGPT – And It Could Change How You Do Business

OpenAI just made one of its biggest moves yet. You can now run apps directly inside ChatGPT.

That means tools like Figma, Spotify, Booking.com, Canva, and even Zillow can live inside a conversation – no tabs, no logins, no separate platforms. You simply talk to ChatGPT, and it calls on the right app to make things happen.

Ask “Book me a trip to Tokyo,” and ChatGPT opens Expedia within the chat.
Say “Design a quick logo draft,” and Figma appears – ready to work with your prompt.
Soon, it’ll feel like your business runs from one place: the conversation itself.

Why This Matters for Business

This isn’t just another AI update – it’s a shift in how people interact with the digital world.

Instead of going to your website, downloading your app, or filling out a form, users could simply ask ChatGPT to do it for them.

• “Order my usual coffee from Starbucks.”
• “Book a builder in Auckland.”
• “Show me gym memberships near me.”

Every one of those requests could connect directly to a business like yours – if you’re ready to be part of the ecosystem.

What’s Actually Happening

OpenAI has effectively turned ChatGPT into an app platform, powered by its new Model Context Protocol (MCP).
This lets developers connect their data, tools, and user accounts to ChatGPT – meaning your brand could soon exist as an app inside the chat.

Think of it like this: instead of fighting for clicks on Google, you’ll be competing for conversational relevance inside ChatGPT.

The businesses that adapt early will have a huge advantage – because when someone says, “Find me a property manager near me,” ChatGPT will only surface trusted, integrated options.

Example: A Travel App Living Inside ChatGPT

One of the live demos in the OpenAI launch showed Zillow integrated into ChatGPT. You can ask ChatGPT, “Show me apartments in Brooklyn under $3,000,” and then ChatGPT will call up Zillow’s interactive map view within the chat. You can click on listings, ask follow-ups, and have a dynamic conversation about each property – all seamlessly.

Let’s translate that into a business example for your brand:

Imagine you run a custom furniture marketplace. Instead of sending visitors to your site and hoping they browse, your service would be embedded in ChatGPT itself.

User: “ChatGPT, show me modern oak dining tables near Wellington under NZD 4,000.”

ChatGPT (your app): [Renders an interactive gallery of tables in chat]

User: “Show me sizes and delivery cost for the top two.”

ChatGPT: [Displays specs, delivery estimates, and “Add to cart in chat” option]

Suddenly your brand isn’t just a website – it’s a conversational shopping assistant, right where people are already talking.

What Smart Businesses Should Do Next

1. Understand where ChatGPT fits into your funnel
   Could customers book, browse, or buy from you inside ChatGPT? Start mapping that journey.
2. Get your data and APIs ready
   OpenAI’s MCP framework relies on structured data – meaning your site, services, and pricing should be easy for AI to access.
3. Experiment early
   Just like the early days of websites or mobile apps, the first movers will win visibility.
4. Reimagine your brand’s digital experience
   If your next ‘app’ isn’t an app at all – how should your business talk, look, and behave inside ChatGPT?

At Stray, we help forward-thinking brands prepare for what’s next – from AI-driven customer experiences to conversational app design. The launch of ChatGPT apps isn’t just tech news. It’s a roadmap for how digital business will run in 2026 and beyond.

👉 Ready to explore how your brand could live inside ChatGPT? Let’s talk – contact us here.