Apps in ChatGPT

Now AI can drive real impact in industry.

Models have advanced tremendously, but we still don’t see the big productivity leaps this technology promises inside most companies.

Some use cases do show real impact: programming, research, creativity, writing, and customer support. In those areas, it was possible to build self-contained applications with all the tools needed to solve specific problems.

But for most jobs, “a program with a few tools” isn’t enough. You need to orchestrate complex processes across multiple actors and systems.

Until now, that wasn’t viable. Companies struggled to connect all the pieces for complex AI-driven workflows in sales, marketing, procurement, finance, or HR.

That’s changing. OpenAI launched Apps in ChatGPT, where thousands of developers can publish applications that solve specific use cases directly from ChatGPT. There are already early examples (creating presentations in Canva, booking a hotel on Booking, building a Spotify playlist), and it will soon be available to everyone.

Just like the App Store turned the iPhone into the gateway to the digital economy—with leaders like Uber, WhatsApp, TikTok, and Instagram—ChatGPT apps will unlock a universe of use cases that were previously impossible to automate.

Examples:

1. Sales: agents that run complex workflows—from defining value propositions, creating sales material, integrating with e-commerce, investing in ads, and analytics—fully orchestrated by agents.
2. Procurement: agents connected to the ERP that identify required inputs, interpret technical specs, and go out to quote (and even buy) autonomously on portals that expose catalogs to agents.
3. Finance: agents that connect ERPs and banks to analyze financial status and compare financing options, optimizing working capital.

With real improvements in these use cases, it will be possible to extend the impact of this technology across society.

At Recerc, we’re already building our ChatGPT App to help B2B companies adopt this new agent ecosystem and master a new distribution channel that we believe can capture more value than mobile, e-commerce, and cloud.