Whitepapers
ChatGPT Apps
AI-driven search and tools like ChatGPT are changing how people discover brands and answer questions to complex queries.
A major milestone recently came in October 2025, when OpenAI introduced apps inside ChatGPT, letting users interact with third-party services like Spotify, Canva and Booking.com directly within conversations.
A new Apps SDK and built-in App Directory was also launched later in December 2025, opening up apps to users and anyone to develop an app.
ChatGPT apps can pull in live data, handle interactive tasks, work with external tools and respond adaptively within the chat. Looking ahead, these capabilities are likely to change how people use ChatGPT, moving from general prompts to selecting purpose-built apps that already understand context, intent and task.
For brands, this means discovery is increasingly about being accessible and relevant through conversational AI experiences, not just traditional search.
In this whitepaper, John Campbell, Head of Innovation & AI, and Rikesh Balakrishnan, Full Stack Developer, analyse the early stages of this new frontier of AI Search.
This whitepaper also includes an analysis of the ChatGPT App library using a new ROAST Labs tool, ChatGPT App Tracker.
What’s Included
What are ChatGPT apps?
ChatGPT App Directory Analysis
Long term strategy for ChatGPT Apps
ChatGPT App Development
