OpenAI’s latest launch marks a new frontier for how people experience brands online.

Apps inside ChatGPT turn conversation into a powerful new interface for the internet, and brands can create digital products that tap into OpenAI's audience of more than 100 million weekly users.

A Familiar Kind of Revolution

In 2008, Apple launched the App Store and changed everything. Within months, companies everywhere were asking: “What should our iPhone app be?”

That moment redefined digital experiences and how brands reached their audiences.

Now, a similar shift is happening again.

OpenAI has introduced Apps inside ChatGPT, and the energy feels the same. A new platform. A new behavior. A massive opportunity for brands to meet people in a more natural way through conversation.

Interactive Experiences from Conversation

ChatGPT Apps let brands create interactive experiences that live directly inside conversations.

You can say, “Canva, make me a poster,” or “Zillow, show me homes in Lisbon,” and the experience appears instantly inside the chat. It feels natural, smart, and immediate.

The technology behind this new capability is built on the Model Context Protocol (MCP) open standard combined with the ChatGPT App SDK. Together, they allow developers to connect data, logic, and design into seamless, interactive experiences that respond directly to user intent.
This creates an entirely new opportunity to design experiences that reach AI native users, people who expect intelligent, conversational interactions as a normal part of the digital world.

A New Kind of Brand Presence

Search, social, and mobile each reshaped how brands communicate. Every new platform created fresh ways to connect.

Apps inside ChatGPT now expand how people discover and interact with brands.

Your brand becomes part of the conversation itself, appearing at the exact moment your product or service fits the user’s intent.

The challenge is this: how do you design an experience that is functional, human, and natural inside a chat interface?

Designing for Intent

At 14islands, we see this as the next frontier for brand experience.

For years, we have designed digital environments that live on screens, websites, apps, and platforms that express a brand’s soul. Now, we are designing for AI powered conversations, where interaction begins with intent and unfolds through dialogue.

The principles stay the same: clarity, craft, trust, and emotion. But the canvas has expanded.

Brands now have the opportunity to exist in a new way, to be present when they are most relevant, and to help people in the exact moment they need it.

If you want to explore how your brand can create meaningful experiences inside ChatGPT, we can help.

At 14islands, we work with businesses to identify opportunities and design experiences that feel natural inside AI conversations.

Reach out at hello@14islands.com to start a conversation or book a workshop to define your ChatGPT App strategy.