At its Dev Days conference, OpenAI took a step that reframes what a chat interface can be: not merely a place to ask questions, but a platform where entire applications live and breathe alongside the conversation. By releasing an SDK built on the open-source Model Context Protocol, the company is inviting developers to embed their services directly inside ChatGPT, collapsing the distance between asking and doing. Launch partners like Spotify, Canva, and Zillow signal that this is less a technical curiosity than a deliberate bid to make ChatGPT the universal front door to the digital world.
OpenAI Launches SDK to Embed Apps Directly Into ChatGPT Interface
ChatGPT becomes a container for other apps, not just a chat window
Mark
So this is saying ChatGPT becomes a container for other apps. The user stays in one place and everything comes to them?
Mimi
Exactly. You ask for a song and Spotify appears in the chat. You want to see houses and Zillow maps show up inline. No tab switching, no copy-pasting information between windows.
Luke
But how much of this is actually live and working today versus announced-and-coming-later? The source says launch partners are available "starting today" but others like Peloton and Doordash are "in the weeks ahead."
Mimi
Fair point. Spotify, Canva, Zillow, Expedia, and Booking.com are live now. The rest are staged rollout.
Mark
What's the technical barrier for a developer who wants to build one of these apps?
Mimi
Lower than you'd think. If they're already using the Model Context Protocol—which is open source—they just add an HTML resource. OpenAI built the SDK on top of MCP to reduce friction.
Luke
And if they're not already using MCP? The source doesn't really say how much work that is for someone starting from scratch.
Mimi
True. It just says developers can start building today and submit for review. The actual lift for a brand-new integration isn't detailed.
Mark
What about the money side? How do these companies make money if their apps are embedded?
Mimi
Altman mentioned an "agentic commerce protocol" for instant checkout, but he explicitly said monetization details come later. That's still being figured out.
Luke
So the business model is incomplete. That's important context—this is the platform layer, but how creators and companies actually benefit financially is still TBD.
Mark
And what happens to apps that don't meet OpenAI's standards?
Mimi
They still get listed in a directory if they meet basic guidelines. But apps that hit higher design and functionality bars get featured more prominently. It's a quality-tiering system.
Luke
Which means OpenAI is acting as gatekeeper. That's a significant amount of control over which apps users see and use.
O Pulso
- The friction of switching between apps and chat windows — copying links, describing what you're looking at, losing your train of thought — is precisely what OpenAI is targeting with this SDK release.
- Developers face a compressed timeline to adapt: those already using the Model Context Protocol need only add an HTML resource, but the broader ecosystem must now decide whether to build for ChatGPT's platform or risk being left outside it.
- Live demos showed ChatGPT reading an embedded Coursera video without being told what was playing, and generating Canva poster concepts alongside a live Zillow map — the kind of seamless multitasking that makes the ambition concrete.
- An 'agentic commerce protocol' enabling in-chat checkout hints at a monetization layer still taking shape, with Altman promising specifics 'soon' — leaving developers and partners to build on ground that isn't fully settled.
- The trajectory is clear: ChatGPT is becoming a tiered platform with a curated app directory, where quality and design standards determine visibility — a dynamic that will shape which developers thrive and which remain peripheral.
At its Dev Days conference, OpenAI took a step that reframes what a chat interface can be: not merely a place to ask questions, but a platform where entire applications live and breathe alongside the conversation. By releasing an SDK built on the open-source Model Context Protocol, the company is inviting developers to embed their services directly inside ChatGPT, collapsing the distance between asking and doing. Launch partners like Spotify, Canva, and Zillow signal that this is less a technical curiosity than a deliberate bid to make ChatGPT the universal front door to the digital world.
Sam Altman took the stage at OpenAI's Dev Days to announce something that changes the nature of ChatGPT itself: an SDK that lets developers embed working applications directly inside the chat interface. Spotify, Canva, Zillow, Expedia, and Booking.com are among the first to integrate, meaning users can request a playlist, visualize a sketch, or browse real estate listings without ever leaving the conversation window. The apps appear as interactive panels, responding in real time to what's being discussed.
The technical backbone is the Model Context Protocol, an open-source standard that lowers the barrier for developers already familiar with it — adding an HTML resource is enough to connect an existing MCP implementation to ChatGPT. A live demonstration made the implications vivid: OpenAI engineer Alexi Christakis showed ChatGPT observing an embedded Coursera video directly and offering relevant commentary without the user having to describe what was on screen.
Other demos layered Canva design generation alongside a live Zillow map, with an overlay chat window keeping the conversation intact even as the map expanded to fill the screen. In another segment, a custom chatbot was assembled in eight minutes using AgentKit, a new tool offering pre-built components for building specialized bots.
Peloton, Target, Uber, and DoorDash are set to join in the coming weeks. Altman also gestured toward an 'agentic commerce protocol' that would enable checkout directly within ChatGPT, though monetization details remain forthcoming. New models — including Sora 2 and GPT-5 Pro — are being released through the API alongside a Slack-integrated coding agent update.
Developers outside the launch cohort can begin building immediately and submit apps for review, with publication expected later this year through a curated directory. Higher design and functionality standards will earn more prominent placement — a tiered structure that signals OpenAI is thinking as much about ecosystem quality as raw growth. The sum of it is a deliberate transformation: ChatGPT is no longer just a conversational tool, but a platform where the act of asking and the act of doing converge.
Sam Altman stood onstage at OpenAI's Dev Days conference and announced something that reshapes how people will use ChatGPT: the company is releasing an SDK that lets developers build working applications directly inside the chat interface itself. Starting today, companies like Spotify, Canva, Zillow, Expedia, and Booking.com can embed their services into ChatGPT conversations. Users won't need to leave the chat window, copy information between tabs, or manually switch contexts. They'll ask ChatGPT for a song recommendation and get a Spotify playlist created right there. They'll request help visualizing a sketch and see Figma turn it into a diagram inline. The apps appear as interactive windows within the conversation, responding in real time to what's being discussed.
The technical foundation is the Model Context Protocol, an open-source standard that Altman said simplifies the integration work. Developers who already use MCP need only add an HTML resource to connect with ChatGPT. This means the barrier to entry is lower than building a completely new integration from scratch. During a live demonstration, OpenAI engineer Alexi Christakis showed how the system works in practice: ChatGPT can see what's happening inside an embedded Coursera video and expand on it without the user having to describe what they're watching. The LLM observes the content directly and responds with relevant context or explanation.
The demos on stage illustrated the practical possibilities. One showed ChatGPT using Canva to generate poster design ideas while simultaneously displaying a Zillow map for real estate information. Even when the map expanded to fill the screen, users could still ask ChatGPT questions through an overlay chat window, keeping the conversation thread intact. Another demo featured OpenAI platform specialist Christina Huang building a custom chatbot called "Ask Froge" in eight minutes using a new tool called AgentKit, which provides a simplified interface with pre-built components and widgets for creating specialized bots.
Other companies are joining the initial wave. Peloton, Target, Uber, and Doordash will have apps available within ChatGPT in the coming weeks. Altman mentioned an "agentic commerce protocol" that will enable instant checkout directly from within ChatGPT, though he deferred specifics on how monetization will work, saying details would come "soon." The company is also updating its coding agent with Slack integration and releasing new models through its API, including Sora 2, GPT-5 Pro, and a cheaper version of its real-time audio interface.
Developers outside the launch partner group can begin building with the SDK immediately. They'll submit their apps to OpenAI for review, with publication in ChatGPT expected later this year. The company plans to create a directory listing apps that meet its developer guidelines, with more prominent placement reserved for those that meet higher standards for design and functionality. This tiered approach suggests OpenAI is thinking carefully about quality control and user experience as the ecosystem grows. The move essentially transforms ChatGPT from a conversational interface into a platform—a universal frontend where dozens of services can live and operate without users ever needing to leave the chat.
Citações Notáveis
Developers get full stack control over app data, action triggers, and interactive user interfaces for apps that appear inline within ChatGPT conversations— Sam Altman, OpenAI CEO
I don't need to explain what I'm seeing in the video, ChatGPT sees it right away— Alexi Christakis, OpenAI software engineer, demonstrating real-time context sharing
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