ChatGPT Apps: What OpenAI’s new feature means for luxury brands and how to lead
If you’ve been paying attention to the AI news lately, you’ve probably noticed the winds are changing. OpenAI’s latest move,launching “Apps inside ChatGPT”,isn’t just another tech announcement. It’s the digital equivalent of a tectonic shift. Suddenly, over 800 million people are spending time in ChatGPT each week, and now brands can meet them there, not with tired banner ads, but with interactive, frictionless experiences right inside the conversation.
There’s something fascinating about where OpenAI is heading. The company isn’t simply building a clever chatbot or a quirky plugin ecosystem. With the new Apps SDK, they’re turning ChatGPT into a platform where brands can appear at the exact moment a customer needs them,without the old rituals of typing a URL or downloading an app. The likes of Booking.com, Coursera, and Canva are already live, offering real utility without the user ever leaving their chat window. Even purchases can now happen directly in the conversation, thanks to a seamless checkout layer powered by OpenAI’s partnership with Stripe.
For luxury, it’s never about being everywhere, it’s about being exactly where your clients need you.
For luxury and direct-to-client brands, this new reality is both an opportunity and a challenge. The digital journey is no longer a straight line from search to site to store. Now, your brand could be discovered in the middle of an inspired conversation about gifting, watch collecting, or after-sales service. It’s not just about visibility, but about being present in the right moment, in the right context, with the right value.
But the playbook for luxury is different. This isn’t about pumping out catalogues or automating transactions. It’s about knowing when to show up,and when to hold back. In this new environment, the most meaningful impact often comes from those small, high-value interactions: arranging a boutique appointment, offering thoughtful after-sales support, or helping someone find the perfect strap for their cherished timepiece. These are the moments where conversation and curation matter more than ever.
Of course, there are boundaries to respect. Discovery in ChatGPT is still a bit of a black box,brands need to be intentional about how they show up, from the name of their app to the clarity of their first-run experience. Privacy isn’t negotiable, especially for luxury houses that trade on trust and intimacy. And while the technology now allows for in-chat purchases, the real spirit of luxury remains in human connection and exclusivity. For core pieces, nothing replaces the personal touch of a boutique or a trusted advisor.
It’s tempting to see this as just another channel for mass-market platforms, but that would be missing the point. For brands with heritage and a story to tell, ChatGPT is a new kind of invitation: to be present at the moment of intent, to offer the right guidance, and to gently bridge the gap between digital curiosity and real-world experience. This isn’t about abandoning your website or diluting your narrative. It’s about meeting your clients where they already are, in a way that feels as natural as a conversation,and just as memorable.
At makemepulse, we’ve spent years at the crossroads of technology and creativity.
At makemepulse, we’ve spent years at the crossroads of technology and creativity, helping brands find their voice in the midst of change. Our expertise runs deep,from generative AI and conversational design to data strategy and experience architecture. But what matters most is the partnership: helping you navigate these shifts with a clear head and a steady hand. We work with brands to pinpoint those micro-journeys where AI can actually make a difference, and then design experiences that feel effortless, on-brand, and genuinely useful.
As the ChatGPT ecosystem matures, new opportunities and challenges will arise. Directories will open, discovery rules will evolve, and monetization will become part of the landscape. Through it all, our commitment is to keep you a step ahead, adapting, refining, and empowering your teams to thrive in this new conversational era.
The future of digital luxury isn’t about being everywhere; it’s about being exactly where you matter most. With ChatGPT apps, the next chapter begins not with a click, but with a conversation. If you’re ready to explore what’s possible, we’re here to help you lead the way, thoughtfully, strategically, and always with your brand’s essence at the core.
