Asger Risom
Rather than pushing people to download separate software, OpenAI is embedding these tools directly into chat, reshaping how apps are discovered and used.
OpenAI has expanded ChatGPT beyond a single chatbot with the launch of a built-in app marketplace. The move signals a shift in how users interact with AI, turning conversations into gateways for other services.
Rather than pushing people to download separate software, OpenAI is embedding these tools directly into chat, reshaping how apps are discovered and used.
From chatbot to platform
According to reporting by Tanmay Puri, OpenAI has introduced what it calls the ChatGPT App Store, officially labeled the App Directory.
Unlike Apple’s App Store or Google Play, the marketplace does not exist as a standalone destination. Instead, it operates entirely within ChatGPT, allowing third-party tools to be summoned on demand during a conversation.
The launch marks a transition from ChatGPT as a single product to a broader ecosystem of AI-powered applications.
How users access it
Users can reach the App Directory through an Apps section inside ChatGPT on desktop or mobile, or by visiting a dedicated directory page.
Once inside, the store presents a catalog of supported apps that can be activated without leaving the chat interface. There is no traditional downloading or installation process.
This setup is designed to make tools available exactly when they are relevant to the conversation.
What apps can do
The App Store includes integrations across several categories, including music, design, travel, and food delivery.
Services such as Apple Music and Spotify allow playlist discovery inside ChatGPT, while tools like Canva or Photoshop support design tasks. Travel platforms such as Booking.com can assist with property searches and planning.
The common thread is that these apps operate contextually, responding to prompts rather than opening separate interfaces.
Using apps in chat
Using an app does not require technical expertise. Users simply reference the app in a prompt, such as asking ChatGPT to open a food delivery service and suggest nearby options.
In some cases, ChatGPT may proactively suggest relevant apps based on the discussion, reducing the need for manual browsing.
This conversational approach blurs the line between asking a question and performing an action.
Developers and monetization
Developers must submit apps through the OpenAI Developer Platform, where they are reviewed against safety and quality standards before approval.
OpenAI has also reclassified existing “connectors,” such as links to cloud storage, as full-fledged apps. This change narrows the distinction between data access tools and interactive services.
While OpenAI has not outlined monetization plans, the structure leaves room for paid features, subscriptions, or premium capabilities in the future.
Sources: OpenAI, IBTimes UK
