OpenAI Turns ChatGPT Into an App Marketplace, Challenging the Traditional App Store Model

ChatGPT Becomes a Platform for Discovery and Use

During OpenAI’s Dev Day on Tuesday, the company unveiled a suite of updates that collectively position ChatGPT as a discovery engine and execution environment for third‑party software. With 1.2 billion weekly users, the chatbot will now suggest relevant applications during a conversation when it detects that a tool could help the user complete a task. Users can connect and run the app directly within ChatGPT, bypassing the need to open a separate web page or native app.

Extending Identity and AI Allowance Across Apps

A new “Sign in with ChatGPT” feature lets users carry their ChatGPT identity and existing AI allowance into partner applications. Sixteen launch partners—including Cognition’s Devin, Notion, Vercel, T3, OpenClaw, and Dactyl—are already integrated, with more expected. This identity layer means a user’s co‑workers can sign in to shared ChatGPT‑generated sites with their own credentials, receiving a personalized experience.

Interactive Plug‑ins, AI‑Native Apps, and an Enterprise Marketplace

OpenAI has expanded its plug‑in architecture to support extensions, allowing developers to build interactive panels that run inside ChatGPT. Developers can also publish AI‑native versions of their applications directly through ChatGPT, similar to submissions on the open web or traditional app stores. The company also introduced a revamped review workflow for plug‑ins, mirroring Apple’s App Review, where developers can track status, request human review, and update tools without restarting the submission process.

In parallel, OpenAI launched an enterprise app marketplace featuring more than 30 partners such as Adobe, Figma, Sierra, Decagon, HubSpot, Salesforce, ServiceNow, Harvey, Legora, Palo Alto Networks, CrowdStrike, and Baseten. Eligible customers can apply part of their OpenAI commitment toward approved partner software.

Dots: Autonomous Agents That Operate Inside the Ecosystem

OpenAI also introduced Dots, autonomous AI agents that can navigate the web, execute tasks on dedicated cloud computers, and invoke connected apps. Each Dot has its own cloud instance and browser, and can tap into the ecosystem of over 4,000 applications. Users describe what they want done; the Dot handles the execution, sometimes pulling in additional models or apps without the user having to locate them first.

The agents can act proactively—offering help with a project, fixing bugs, or handling forgotten tasks—provided the user grants approval. They perform “proactive research” in the background using read‑only access to connected apps, while users retain ultimate control over actions.

Implications for the App Store Economy

By embedding discovery, distribution, and identity directly into ChatGPT, OpenAI is building an alternative to the Apple and Google app store paradigm. The model lets developers reach users without the traditional gatekeepers, and it gives users a single point to discover, launch, and use software. However, OpenAI did not announce a billing or revenue‑sharing framework on Tuesday, leaving questions about how the ecosystem will sustain itself financially. The company emphasized that the new features are not intended to eliminate separate third‑party subscriptions, though users can link existing accounts to ChatGPT for agent use.