OpenAI has unveiled a sweeping upgrade to ChatGPT, enabling developers to embed functional apps directly into the chatbot and turning it into a platform in its own right. The shift brings deeper integrations, a new proactive experience called Pulse, and a push to transform ChatGPT beyond conversational AI.

At its developer event, OpenAI introduced a Software Development Kit that lets third-party services run seamlessly within ChatGPT. Apps such as Canva, Spotify, Booking. com, Coursera, Expedia, Figma and Zillow are now accessible by simply invoking their names in a chat. Under the hood, ChatGPT mediates interactions: for example, a user could ask Canva to design a poster, then follow up with a pitch deck request without leaving the chat interface. This matches OpenAI's strategy of collapsing app boundaries and making the AI a central coordination layer.

The SDK is available in preview, and later in the year developers can formally submit apps for review and be featured in a curated directory. OpenAI is also exploring monetisation models tied to these apps.

Parallel to app integration, OpenAI launched ChatGPT Pulse, a feature initially for Pro mobile users. Pulse delivers curated visual cards summarising topics the AI infers are relevant-based on past chats, connected apps like Gmail or Calendar, and user feedback. The idea is for ChatGPT to shift from a reactive responder to a semi-autonomous assistant that surfaces useful insights and suggestions without waiting for a prompt.

These dual moves amplify ChatGPT's role: it becomes a hub that can invoke powerful external services while autonomously nudging users toward useful content or tasks. The integration with apps also dovetails with OpenAI's release of GPT-5, its latest unified intelligence model. GPT-5 powers ChatGPT across plans, deploying different reasoning modalities dynamically depending on task complexity. The system reportedly offers improved factuality, reduced hallucinations, and enhanced performance in domains like coding, writing, and health reasoning.

But the expanded ambitions also raise challenges. Analysts warn that an influx of low-quality or malicious apps could echo early app-store problems. Proper vetting, rating systems, and oversight will be critical to avoid misuse. Privacy implications are also under scrutiny: users must grant ChatGPT access to accounts or data to fuel Pulse's anticipatory suggestions. OpenAI emphasises control features are off by default and user curation determines what appears.

In Europe, regulatory constraints remain a headwind: app integrations and data sharing must align with evolving AI governance laws. Moreover, the quality of embedded apps will matter more than ever-a weak or poorly maintained app may drive user frustration and damage the broader platform trust.

Competitors are reacting. Microsoft has long integrated OpenAI models into Copilot, and with GPT-5 now powering Copilot's backend, Microsoft's assistant ecosystem is likely to become more tightly interwoven with the web of services. In parallel, Meta is pushing its own AI app with a social feed to challenge OpenAI's momentum. The platform-based direction also shifts the battleground: from being the smartest chatbot to being the most connected and reliable AI operating environment.

Pulse in particular signals OpenAI is leaning into a future where AI takes initiative. But how well the system senses context without overstepping, how transparent those mini-recommendations are, and whether users will accept AI delivering content unsolicited will test the balance between utility and intrusion.

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