At the DevDay 2025 Developer Conference, OpenAI unveiled a novel approach for developers to craft applications within ChatGPT. Commencing this Monday, ChatGPT users will gain the ability to tap into interactive apps from companies like Booking.com. Additionally, OpenAI is set to roll out a preview edition of the Apps SDK. The CEO of OpenAI remarked that “the built-in apps in ChatGPT” are poised to spark the emergence of a new wave of applications, streamlining user chats for greater convenience. This innovative system marks OpenAI's fresh endeavor to construct an application ecosystem. In contrast to the GPT Store, it seamlessly weaves apps into ChatGPT's replies, furnishing developers with a superior distribution avenue. Users simply need to type in the app name in ChatGPT to summon relevant services, such as Figma, Coursera, and the like. During the Zillow app demo, users could even employ natural language to hunt for apartments and engage with ChatGPT to glean further details.