AppsFlyerWhen ChatGPT becomes the OS: A new era for apps, measurement & commerce
OpenAI's 2025 innovations—Instant Checkout and the Apps SDK—position ChatGPT as a new operating system for human-app interaction, similar to Apple's App Store impact.
This shifts app usage from standalone interfaces to conversational, task-driven experiences within ChatGPT.
Brands must prioritize core services over UI, build AI-compatible APIs, comply with OpenAI's standards, and develop new monetization approaches like in-chat promotions.
Measurement evolves from install tracking to intent-based attribution, while future developments may include micro-apps, multi-app orchestration, and predictive suggestions.
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