ChatGPT becomes a platform for apps – and maybe marketing – Search Engine Land
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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.
What they’re saying. Nick Turley, ChatGPT’s product lead, described the goal:
The marketing angle. This platform play could turn ChatGPT into a valuable discovery and conversion engine for brands. Some potential upsides for marketers:
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.
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
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