- ChatGPT's app store has failed to gain significant user traction six months after its launch.
- Companies like Booking.com and Uber restrict functionalities within ChatGPT to retain control over customer relationships and payments.
- Users prefer native apps due to fragmented experiences and lack of complete transactions on OpenAI's platform.
- The flop highlights that aligned incentives are more critical than technology for a digital ecosystem's success.
When OpenAI unveiled its app store in October 2025, comparisons to Apple's historic App Store launch were immediate. The vision promised a future where users could handle daily tasks—from ordering an Uber to booking a flight—directly within ChatGPT, eliminating the need to switch between multiple apps. Yet, that ambition has collided with a stark reality: users aren't adopting the platform as expected, and partner companies maintain tight control over their experiences.
This failure reveals the limits of AI in centralizing services and could redefine how companies collaborate in digital ecosystems, affecting future tech innovations.
The Vision vs. The Execution
ChatGPT's app store was pitched as a unified ecosystem where artificial intelligence would serve as an intelligent intermediary. In theory, this would simplify digital life by reducing fragmentation across services. But in practice, the integrations offer limited functionality that doesn't surpass dedicated apps. For instance, a user can search for travel options on Booking.com via ChatGPT, but to complete a booking, they're redirected to an external website. This broken flow undermines the key convenience advantage OpenAI aimed to provide.
The Corporate Incentive Problem
The primary hurdle isn't the technical capabilities of AI, but the economic incentives of partner companies. Firms like Booking.com, StubHub, DoorDash, and Uber have chosen to restrict what their apps can do within ChatGPT. The reason is clear: they don't want to cede control over customer relationships or payment flows to an intermediary, even one as powerful as OpenAI. Glenn Fogel, CEO of Booking.com, has noted in prior statements that maintaining autonomy in user experience is crucial for retention and revenue. This reluctance has resulted in a store filled with "lite" apps that don't justify switching from native platforms.
ChatGPT's unified ecosystem dream collides with the cold reality of corporate incentives.
User Response and Adoption
Adoption data indicates that users are voting with their feet. Despite initial hype, ChatGPT's app store has failed to generate significant engagement. Many find that using integrations within the chatbot adds unnecessary steps rather than streamlining processes. Moreover, the lack of complete transactions inside ChatGPT's environment—due to limitations imposed by companies—makes the experience feel incomplete. In a market where convenience reigns, this fragmentation is counterproductive.
Implications for Future App Ecosystems
The relative failure of ChatGPT's app store raises broader questions about the future of digital ecosystems. OpenAI bet on a model where AI would centralize access to services, but resistance from both companies and users suggests that decentralized models—like native apps—remain preferred. This could push OpenAI to rethink its strategy, perhaps focusing on deeper integrations with key partners or developing its own vertical solutions. Meanwhile, platforms like GLM and other competitors in the AI space are watching closely, learning from these stumbles to offer more viable alternatives.
What to Watch Next
OpenAI faces a crossroads: it could attempt to negotiate more favorable deals with partners to enable full transactions within ChatGPT, or it might pivot to a hybrid model that blends AI with external tools more seamlessly. The key takeaway is that technology alone isn't enough; aligned incentives across all parties are essential for any ecosystem's success. As AI competition heats up, the ability to create truly integrated experiences will be a critical differentiator.