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The way users find and interact with digital products and companies is evolving… again.
On October 6, 2025, ChatGPT announced its latest update—ChatGPT Apps, a new feature by OpenAI that allows third-party apps to be built and run inside ChatGPT.
These apps serve as new interfaces for existing services, and when used strategically, can also be a powerful new marketing channel by placing brands directly where users are already seeking solutions.
As companies and developers increasingly recognize the importance of AI search visibility, this update presents a new opportunity to reach more users on a platform with 700 million weekly active users.
ChatGPT Apps: The Next Digital Touchpoint
ChatGPT has introduced a new way for companies to interact with users, one that goes beyond websites, forms, and traditional chatbots. With the launch of ChatGPT Apps, businesses will be able to offer their services directly inside ChatGPT through an interactive, conversational experience. This means users can perform tasks without ever leaving the conversation.
Currently, the apps available in ChatGPT are Booking, Canva, Coursera, Expedia, Figma, Spotify, and Zillow. Here’s a snapshot from OpenAI of how it looks to book a hotel using this update:
In this example, ChatGPT helps users find accommodations tailored to their specific needs by leveraging the Booking app, which integrates directly with the Booking.com ecosystem. However, there are many different ways companies can use this new feature, such as providing personalized product recommendations, enabling in-chat transactions, and enhancing customer support, among others.
Overall, the ability to deliver smoother, more personalized experiences while also helping businesses increase conversions is what makes this new integration so compelling. Even though the number of available ChatGPT Apps is still small, it’s clear that major brands are already exploring how to use this update to strengthen their customer engagement.
How ChatGPT Apps Work (Big Picture)
The example above shows how it looks to use service apps inside ChatGPT from a user’s perspective. From a company’s standpoint, reaching users in this way requires a more technical approach.
These apps are built on the Model Context Protocol (MCP), an open-source standard for connecting AI applications to external systems. With ChatGPT Apps, OpenAI now lets developers provide not just the data or service, but also a UI that better fits their users’ needs. This means they can create simple interfaces inside ChatGPT that guide conversations and give users a more customized experience.
With direct backend integration, developers can let existing customers log in, unlock premium features, or access personalized functionality right within ChatGPT.
In other words, think of ChatGPT as a new platform—much like iOS or Android—where developers can build apps that follow a set of design guidelines.
And as this platform evolves, developers who stay ahead of new updates and trends are better equipped to help companies navigate ChatGPT company app integration effectively, enabling them to reach more users without the stress of maintaining separate development environments.
How ChatGPT Apps Open New Business Opportunities
If there’s one thing we’re sure about, it’s that AI is here to stay.
Not only does this mean companies must adopt new tools to stay competitive, but it’s also reshaping customer expectations—forcing businesses to continually evolve their strategies.
And while the cycle is never-ending, the latest ChatGPT update is the newest opportunity to adapt to the technology-driven business landscape. Here’s a glimpse at the benefits you can expect:
Meet Evolving Consumer Expectations
With nearly 60% of consumers saying they’ve used AI to help them shop, staying ahead of these trends is key to long-term business growth. Adopting ChatGPT Apps early allows companies to establish a competitive edge by being among the first to integrate their services directly into ChatGPT’s growing ecosystem.
Personalized User Journeys Powered by AI
ChatGPT leverages generative AI and natural language understanding to interpret complex, conversational queries, infer intent, and connect users with relevant services or products. While users have been using these features for years, the latest update guides their purchasing behaviors even further, as seen in the example from Booking.
This personalization, combined with the ability to complete tasks without leaving the conversation, offers a streamlined process that benefits both companies and consumers.
With fast-growing companies driving 40% more of their revenue from personalization than their slower-growing counterparts, this update is an opportunity for companies to create more custom approaches that expand their reach.
Cross-Platform Potential
You may have the most advanced client-facing application on the market, but it never hurts to extend your presence across new channels. ChatGPT app development complements existing solutions, meaning you can enjoy traditional traffic from organic search while increasing visibility in AI engines.
This visibility translates to greater brand recognition, increased traffic, and higher conversions.
ChatGPT Apps Use Cases
Let’s take a look at 3 use cases for ChatGPT Apps:
Healthcare
An AI health assistant makes it easier than ever to schedule an appointment. Companies that integrate AI medical appointment booking with ChatGPT can help users check available appointments, schedule them, and even place them directly on their calendar.
Beyond scheduling, these assistants can also provide secure healthcare portal access, allowing patients to review past visits, update personal information, access medical records, and manage their ongoing care, all from one convenient, automated interface.
Real Estate
With the latest ChatGPT update, users can interact with a real estate company’s database using natural language prompts. Through AI real estate search, users can tell the chatbot their preferred neighborhood, price range, and desired home features, and the assistant will deliver matching options directly within the app.
Customer Support
From AI travel planners to online learning assistants, ChatGPT Apps offer a new opportunity to streamline customer support even further.
ChatGPT Apps can handle inquiries, recommend personalized options, automate routine tasks, and guide users through complex processes in real time. By reducing response times and delivering more accurate, context-aware support, businesses can enhance customer satisfaction while freeing their teams to focus on higher-value interactions.
What’s Next: Industry Insight from Scopic’s Experts
“MCP and ChatGPT Apps represent a new and interesting way to look at your data and provide your services. Everything is going towards the “AI-powered” and behind all that are these powerful LLMs (like OpenAI’s GPT, Anthropic’s Claude, Google’s Gemini). Leveraging the ways to connect your app to these LLMs is definitely something that will keep companies and their apps at the edge of technology even though they might not be in their core and by the time this becomes a standard they will be ahead of their competition already.”
– Mladen Lazic, Chief Technology Officer at Scopic
Next Steps for Businesses Exploring Apps Inside ChatGPT
While there’s no official date yet, ChatGPT is expected to begin accepting app submissions soon. For companies that want to act early, now is the time to prepare.
And while ChatGPT is leading the way, we expect to see other AI platforms, such as Claude, introduce similar app ecosystems in the near future.
There are two different routes to getting started. For companies that want to better understand how AI can benefit their business, AI consulting is a great first step. This is a strategic entry point, as AI experts help you identify new opportunities, such as identifying high-impact use cases and evaluating technical infrastructure.
For companies moving toward ChatGPT App integration, building an MCP server is a strong early step. It brings them closer to full app capabilities while also giving them a practical, immediately useful solution to offer their users today.
From there, businesses ready to fully implement ChatGPT Apps can partner with an AI integration team to develop a custom strategy that follows established design guidelines and best practices, ensuring full compliance, functionality, and a seamless user experience.
At Scopic, our team stays on top of the latest innovations to ensure our clients unlock new growth opportunities. From ensuring applications behave predictably to gathering only the minimum data required to perform the tool’s function, we comply with ChatGPT’s App requirements to help our clients achieve even greater visibility.
Final Thoughts
ChatGPT Apps—the update every company should have their eye on.
In today’s world, creating a quality product isn’t the only success factor; staying on top of trends and adapting to new technologies is what really sets you apart.
Early adopters of company apps inside ChatGPT are positioned to thrive in an AI-driven market. With app submissions quickly approaching, companies must act fast to prepare their integrations and secure an early presence within the ChatGPT ecosystem.
One key requirement for building or integrating ChatGPT Apps is the Model Context Protocol Server (MCP), which acts as the bridge between your existing services and ChatGPT. And that’s where Scopic comes in.
At Scopic, we’re not only preparing our own company for these changes—we’re already helping clients build custom MCP Servers and develop applications that run seamlessly inside ChatGPT. From initial architecture to full deployment, we ensure your services are ready to plug directly into this new generation of AI experiences.
Curious how we can help you?
Schedule a free consultation today.
FAQs About ChatGPT Apps
What is the difference between MCP Servers and ChatGPT Apps?
MCP servers are programs that let AI applications access specific capabilities by communicating through a standardized protocol, while ChatGPT Apps are full user-facing experiences built by third parties that run inside ChatGPT.
When will ChatGPT Apps be available?
There is no official date for when ChatGPT will begin accepting app submissions, but we expect it to happen soon—so companies should begin preparing now.
How long does it take to build an MCP Server and ChatGPT App?
The timeline can range anywhere between 200 and 2,000 hours depending on the complexity of the app. Please schedule a free consultation for a tailored estimate.
What are the design guidelines for apps inside ChatGPT?
Key design guidelines to enhance distribution opportunities include:
- Color: Use system palettes for text, icons, and dividers to match ChatGPT’s style.
- Typography: Inherit system fonts and sizing for all text.
- Layout: Keep margins, padding, and alignment consistent.
- Accessibility: Meet WCAG AA requirements for contrast, add alt text, and support text resizing.
What are the risks of not adapting to new features like ChatGPT Apps for companies?
Without adaptation, businesses risk reduced visibility, missed revenue opportunities, and limited access to AI-driven user interactions.
About ChatGPT Apps Guide
This guide was authored by Baily Ramsey, and reviewed by Mladen Lazic, Chief Technology Officer at Scopic.
Scopic provides quality and informative content, powered by our deep-rooted expertise in software development. Our team of content writers and experts have great knowledge in the latest software technologies, allowing them to break down even the most complex topics in the field. They also know how to tackle topics from a wide range of industries, capture their essence, and deliver valuable content across all digital platforms.
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