By skyforbes 
Yesterday ( 6th October 2025), ChatGPT introduced apps you can chat with inside ChatGPT. This means you can launch an app inside ChatGPT. Yeah, you read it right, you can.
“Your customers can chat with your brand through ChatGPT!”
The most important questions are:
How will this work
OpenAI’s Apps SDK is going to enable brands to create custom interactive apps inside ChatGPT, and these apps are going to look native within ChatGPT. These SDKs provide full control over the backend and frontend, allowing brands to customize their offerings and products directly within the chat interface of ChatGPT.
All users have to do is ask for the app name.
Imagine your company named XYZ selling shoes online then :
Your customers can type this inside ChatGPT: “XYZ, find me size 10 black shoes of Adidas ”
Boom! There you go.
Sounds exciting and amazing right?
What does this mean for you:
This means that you can deliver services & products directly to your customers who are in the discovery phase inside the ChatGPT. That is, instead of competing for customers’ attention, you can and have to compete to be genuinely helpful to your customers.
This also means that:
“ In the near future, your websites are likely to evolve to become a repository of information for AI systems and search models rather than relying solely on direct user visits.”
Should you do it? If so, how to do it?
Currently, ChatGPT has 800 million active users. Which means your brand can reach out to all those users. Not just that, there is the early bird advantag also.
Right now, this is available in preview from Oct 6, 2025, and they will be rolling out more details in the coming months. The brands that build apps during this time will have a significant advantage for sure.
What experiences can you create?
Using the Apps SDK you can create interactive applications inside ChatGPT by using your data, products, and services. You can expose your data to these API’s using MCP servers.
Some quick wins for the e-commerce app, using this SDK
These are a few quick wins that came to mind while listening to this, and I am sure there will be more.
1. Product discovery:
You can make your entire catalogue available in ChatGPT. So the customers can type:
“XYZ, find me the new version of adidas black adizero evo shoes size 10.5”.
The customers don’t have to visit your website or app to browse and find the product instead, they can do it directly from ChatGPT.
2. Transactions:
If they like the product, they can complete the purchase from ChatGPT itself using the new Agentic Commerce protocols, which offer instant checkout from inside ChatGPT.
3. Your Services
You can offer your services directly from the app. Imagine you are providing sneaker customization and fixing. Then the customers can ask for help on how to fix something, or they could even book an appointment for customizing their sneaker using ChatGPT.
How to prepare the APP and data.
This is not like the traditional app, where the UX and UI were driving everything. But when you move to the world of OpenAI apps, you have to forget the traditional way of thinking and reimagine all your interactions from a conversational point of view.
1. Customer Journey:
The traditional customer journey is based on page-based thinking. These traditional journeys, which we are used to won’t work anymore. Instead, look for the most common questions and patterns of asking questions. As I have touched upon in one of my other articles (SEO & AEO: Any Different?), all the customers’ questions became very, very important. This is the foundation of AI native conversation apps.
2. Your Data:
We need clean data, and that has to be accessible dynamically through conversational interfaces. All your product data will become more relevant now. If you have a CMS, then enrich all our data, keeping the conversational interactions in mind, and answer all possible questions customers might ask. This is where I am forced to believe that eventually the websites will become a repository of your data and services.
How will you be able to measure success in this world?
This is something we have to observe and learn in the coming days, but what I believe the key metrics might be:
LOI (Length of Interactions):
Similar to how long your users used to spend on your site/app, you have to measure the length of conversations, satisfaction, whether they got what they were looking for, resulted in a conversion etc.
Problem Resolution
Are you able to resolve the customer’s problem within the conversions? Based on this, optimize your data.
LTI (Life Time Interaction)
Life Time Interaction tracks how customers’ interactions evolve over a period of time. This will help you in gaining trust and eventual conversion.
My Take on this
I believe this is a platform shift similar to how App store changed the mobile app ecosystem. This would require a ground-up rethinking in terms of interactions, product data, service offerings, support data, customer data etc.
It all comes down to how quickly you can adapt — the sooner, the better
What do you think?