For years, companies have been trying to replicate the smooth chat experience of AI systems on their websites as well. Now, some are finding that there might be value in getting closer to ChatGPT itself.
OpenAI has seen in recent weeks a surge of businesses incorporating so-called ChatGPTs, including launches from Starbucks, Little Caesars Pizza and Wyndham Hotels & Resorts last month.
These apps are a way for users to interact directly with brands within the ChatGPT environment, receiving answers and advice about products and services. Often, apps take users almost to the point of action, for example by directing them to Little Caesars’ own mobile app or website when they’re ready to place or pay for an order.
OpenAI keeps making it easier
OpenAI announced that it will have this feature in October 2025, but recently announced that it has simplified the application approval process, which is one of the reasons for the recent explosion of launches.
Companies say the key benefit is proximity to the customer. “We wanted to meet our customers where they are,” said Nilima Sharma, senior vice president of omnichannel technology and e-commerce at Lowe’s, whose ChatGPT app went live in February.
Their value is debatable but with strong dynamics
However, the business value of some of these applications remains unclear, with companies citing issues such as traceability, data sharing and ownership of the customer relationship as challenges that still need to be resolved.
An OpenAI spokesperson said the company is seeing strong momentum around apps, with hundreds of apps already live and new apps being launched every day.
“We are still in the very early stages of this ecosystem and recognize that more work is needed to make the experience better for both brands and users. Over time, we expect ChatGPT to become the primary way many users interact with core products and services in their personal and professional lives,” said the company spokesperson.
What is the goal of OpenAI?
For OpenAI, making ChatGPT a key interface for consumer experiences is critical as it prepares for a possible initial public offering later this year. The Wall Street Journal reported last week that OpenAI fell short of its goals for new users and revenue, while rival chatbots like Anthropic’s Claude — which has its own early version for apps — have gained popularity in recent months. OpenAI CFO Sarah Fryer said in a post this week that OpenAI achieved its “ambitious plan” in the first quarter.
Several companies say that ChatGPT is the chatbot of choice for consumers and that they build their apps there before Claude. They also say they are working with OpenAI to address some of the challenges.
“Discoverability is, I think, the biggest issue for us,” said Josh Weisberg, Zillow’s head of artificial intelligence. The real estate technology platform was one of the first companies to launch a ChatGPT app back in October.
How users can find them
Typically, users must “connect” to an app from OpenAI’s app directory, accessed by tapping the three dots below the “more” option in the upper-left corner of ChatGPT’s home screen, and then explicitly instruct ChatGPT to activate the app when they want to use it.
OpenAI doesn’t guarantee that apps will be easily discoverable, but it says it’s experimenting with ways to make them appear more directly in conversations without the user having to explicitly enable them. “Our models are constantly improving how and when they trigger applications in response to user queries,” the company said.
The problems the process has
That experience can be a problem for companies trying to reach more users, said John Campbell, head of innovation and AI at media advertising firm Roast, which advises businesses on optimizing their exposure to AI chatbots. “The average person using ChatGPT to discover a product or plan a vacation probably doesn’t even know these apps exist,” he said.
The other problem, according to Campbell, is the lack of compelling use cases within some applications.
“The Starbucks app is basically a little interactive game to find out what your ideal drink is,” he said. However, you still have to go to Starbucks’ own app or website to make the purchase.
Starbucks senior vice president of digital and rewards programs Paul Riddell said the app is in a pilot phase and is “an opportunity for us to listen, learn and improve along the way.”
Although it is currently possible to integrate ordering and purchasing capabilities within ChatGPT applications, some companies do not wish to do so.
Little Caesars, which launched its app in April, said it liked the fact that the final transaction remains on its own platform. That way, it still maintains the relationship with the customer and gets relevant customer data from the market, said Derek Shon, global director of product strategy for Little Caesars Enterprises.
What happens to usage data?
Sharing metrics and usage data has also proven difficult.
“We’re working with them on the metrics we’d like to see, compared to what they’re able to provide,” said Scott Strickland, chief commercial officer for Wyndham Hotels & Resorts, which launched its app in April.
OpenAI has confirmed it will share some usage statistics, but at a slower rate than what Strickland is used to from other app managers, such as Apple, he said. “We haven’t received any of those statistics yet,” Strickland said.
OpenAI said it hopes to invest more over time in app analytics.
