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Announced at its developer conference, OpenAI now lets you use apps directly inside ChatGPT, making conversations more interactive and personalized. To enrich the user experience, you can now interact with apps like Booking.com, Spotify, Figma, Coursera, Zillow and Canva directly within ChatGPT. For example, users can say things like “Figma, turn this sketch into a diagram” or “Coursera, teach me machine learning” to activate apps. Some apps can display videos pinned to the top of the chat window and respond to user input. According to OpenAI, the system is built using Model Context Protocol, enabling apps to connect their data sources and render interactive user interfaces inside ChatGPT. OpenAI says users must collect minimal data and be clear about permissions. (Source: TechCrunch)

Why this is important for your firm and clients: Here’s the goal: companies use ChatGPT as their main portal. You’re using applications inside this portal. You’re integrating your ERP, CRM, HR and other applications inside this portal. You’re bringing in both inside and outside data in this portal. You’re using the portal to create videos, images and other content. None of this is out of the box. But the tools are available to start this journey. Some business platforms may choose to build themselves inside ChatGPT’s portal. Or you may need to hire a developer to do the work. Other AI Assistants — Gemini, Copilot, Claude, etc. — are doing the same thing. You’ll be asked as a business owner to get in bed with one of them, for better or worse.