SAN FRANCISCO – OpenAI introduced a strategy at its recent Dev Day to challenge the traditional app store model, positioning ChatGPT as a hub for software discovery, launch and use. The company’s announcements turn its flagship chatbot into an operating surface for applications, accessible by both human users and AI agents.
This initiative builds on OpenAI’s prior experiments with app integration within the chatbot interface, but now presents a more developed vision. ChatGPT, which currently serves 1.2 billion weekly users, aims to capitalize on its user base as a mechanism for finding and interacting with AI-native applications.
Under the new system, ChatGPT will proactively suggest relevant applications during user conversations when it identifies an app can assist in completing a task. Users can then connect and operate these applications directly within the ChatGPT interface, streamlining workflows.
The core of this change involves an expansion of ChatGPT's plugin architecture to support new extensions. These extensions enable app developers to construct panels, allowing users to engage with tools and services while maintaining their chat session within ChatGPT. This effectively migrates functionalities traditionally found in web, desktop or mobile applications directly into the AI environment.
Developers gain a new distribution channel for their software. OpenAI offers a path to build AI-native versions of applications through ChatGPT, mirroring the development process for web or mobile app stores. The potential for discovery through AI chat makes this a strong channel for software distribution.
User incentives are integrated through a feature called “Sign in with ChatGPT.” This allows users to carry their ChatGPT identity across different applications and utilize their existing AI allowance within third-party apps. OpenAI launched this effort with 16 partners, including Cognition’s Devin, Notion, Vercel, T3, OpenClaw and Dactyl, with plans to expand the roster.
During a Dev Day demonstration, OpenAI showcased an internal meeting application operating within ChatGPT. The demo displayed upcoming calendar meetings and allowed users to leverage AI for note-taking and to receive summaries of follow-up items post-meeting. Other examples included design applications from Figma and Adobe, enabling users to revise projects or access features without exiting the ChatGPT environment.
The strategy directly challenges app store ecosystems, notably those operated by Apple and Google. By fostering an alternative platform for software discovery and usage, OpenAI escalates its rivalry with these technology giants, steering consumers toward a new digital ecosystem outside of their traditional mobile app stores.
Market observers and community forums show divided opinions on OpenAI's new direction. Some experts view the move as a shift toward turning ChatGPT into a platform, while others express skepticism, citing previous attempts at similar models and questioning the immediate impact on entrenched app store dominance. Initial results from ChatGPT's app push have yet to show traction.
OpenAI's approach aims to capture a share of the software value chain, moving beyond core AI model provision to become an intermediary for application access. This shift positions the company to potentially monetize not just its AI models but also the broader distribution of AI-native software. The success of this strategy hinges on developer adoption and user migration to the new in-chat application paradigm.
