Apps in ChatGPT

Interactive third-party apps, built with OpenAI's MCP-based Apps SDK since 2025, that brands like Expedia and Zillow run inside ChatGPT conversations.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Apps in ChatGPT are interactive third-party applications that run inside ChatGPT conversations. Built with OpenAI's Apps SDK, introduced in 2025 and based on the Model Context Protocol, they let brands such as Expedia and Zillow offer their services directly in chat. Users can browse listings or complete tasks without leaving ChatGPT.