The way we interact with artificial intelligence is about to change—again. OpenAI just announced a massive update that fundamentally alters what its flagship product can do. This isn’t just another small update; it’s the next major step in building the OpenAI ecosystem. The company is rolling out a new ChatGPT integration that allows third-party apps to run directly inside your conversations. For developers, users, and the entire tech landscape in Japan, this is a pivotal moment.
At its annual DevDay 2025 conference, OpenAI revealed that users can now access interactive applications from major companies. We’re talking about services like Booking.com, Expedia, Spotify, Figma, Coursera, Zillow, and Canva. This move transforms ChatGPT from a powerful conversationalist into a central “do-it-all” platform.
“We want ChatGPT to be a great way for people to make progress,” said CEO Sam Altman. He emphasized the goal is to help users “be more productive, more inventive, to learn faster.” These new in-chat apps, he explained, “will enable a new generation of apps that are interactive, adaptive, and personalized, that you can chat with.”
The End of the Failed GPT Store?
This new system is OpenAI’s latest, and much more promising, attempt to build a world of apps around ChatGPT. Many users will remember the company’s previous effort, the GPT Store. However, that product was a separate, clunky marketplace. It forced users to leave their conversation, browse for a specific “GPT,” and then start a new, isolated chat.
Monday’s launch fixes this fundamental flaw. Apps are now put directly into ChatGPT’s responses. Consequently, users can call up powerful third-party tools in their everyday conversations. This approach provides developers with vastly better distribution. More importantly, it creates a much richer and more seamless experience for users.
How Does This Actually Work?
The new functionality is impressively intuitive. By simply typing the names of different apps, users can draw in content and tools from various services. This makes the AI feel less like a search engine and more like a true assistant.
ChatGPT will also proactively surface relevant apps when they could be helpful. For example, if you ask for a playlist for a party, ChatGPT may automatically call up the Spotify app. This contextual awareness is the real magic. In the future, OpenAI says apps like DoorDash, Instacart, Uber, and AllTrails will also be available.
Here are a few practical examples:
For Learners: A student can ask, “Coursera, can you teach me something about machine learning?” This would launch an interactive learning module from Coursera right in the chat.
For Practical Tasks: In a demo of Zillow’s app, users prompted ChatGPT in natural language to find apartments. The AI then pulled up an interactive map showing options. Users could then talk to ChatGPT to filter and learn more about each listing.
A New Frontier for Japanese Developers
While the initial launch partners are global giants, the biggest news for the tech industry is the “Apps SDK.” An SDK, or Software Development Kit, is the set of tools that developers use to build applications for a specific platform. OpenAI is essentially giving developers in Japan and around the world the keys to build their own integrations.
This new OpenAI ecosystem lowers the barrier for Japanese developers to create incredibly powerful, AI-driven tools. It allows them to tap into ChatGPT’s massive user base without having to build their own large language model from scratch. This shift is a central focus of my advisory services.
Travel: A user could plan a trip to Kyoto, and ChatGPT could call a Japan Rail app to book Shinkansen (bullet train) tickets.
E-commerce: Users could ask ChatGPT to compare products on Rakuten or find recipes and add ingredients to a cart on a local grocery app.
The "How" - Technology and Lingering Questions
OpenAI says this new system is built using the Model Context Protocol (MCP). In simple terms, this protocol is what allows developers to securely connect their data sources to the AI. These new apps can also trigger actions and render fully interactive user interfaces, like maps and videos, directly in the chat.
Of course, this powerful new ChatGPT integration raises critical questions. The most important one is privacy. How much data will third-party developers have access to? OpenAI states developers must “collect only the minimum data they need.” However, it remains unclear if developers see a user’s entire conversation or just the single prompt that summoned the app.
Another key question is competition. How will ChatGPT choose between competing services, like DoorDash and Instacart? In Japan, would it choose UberEats or Demae-can? OpenAI says it plans to “prioritize the user experience above all,” but the potential for platforms to pick winners and losers is a significant concern. Finally, monetization will be key. Altman confirmed that OpenAI will support ways to monetize these apps, likely through its Instant Checkout feature.
This is a developing story, and you can read the original report from TechCrunch. For more analysis on platform strategy, Wired’s coverage of other tech ecosystems provides excellent context. OpenAI has also posted details on its official company blog.
This announcement solidifies a new direction for AI. ChatGPT is no longer just a place to ask questions. It is aggressively becoming the central platform where you get things done. As we explore what this means for technology and society, staying informed is more important than ever. You can learn more about our mission to track these changes on our about page.
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