OpenAI has taken a major step toward turning ChatGPT into a full platform by opening an in-app marketplace that allows developers to submit applications for review and distribution directly inside the chatbot. The new app directory, accessible through ChatGPT’s tools menu, follows OpenAI’s October announcement that third-party apps would be embedded into conversations, with early integrations from companies such as Expedia, Spotify, Zillow, and Canva. The broader rollout signals OpenAI’s intent to deepen developer participation and keep users inside ChatGPT for a growing range of tasks, from shopping to content creation.
The launch comes amid rapid consumer adoption. ChatGPT has now surpassed $3 billion in global mobile consumer spending, according to Appfigures, reaching the milestone faster than apps such as TikTok, Disney+, and HBO Max. Most of that revenue was generated in 2025, underscoring accelerating demand for paid AI subscriptions.
Alongside platform expansion, OpenAI has introduced new personalization controls that let users fine-tune ChatGPT’s tone, including its warmth, enthusiasm, and emoji usage. The update reflects ongoing efforts by OpenAI to balance helpfulness and user experience as ChatGPT becomes more deeply embedded in everyday digital workflows.
