ChatGPT is no longer simply a chatbot, it’s moving towards becoming the world’s first true AI platform.
This transformation was unveiled on October 6 at OpenAI’s DevDay 2025, where the company showcased their vision of shifting ChatGPT from a conversational assistant into a fully-fledged digital ecosystem.
Although these updates aren’t live in Australia yet, they do offer a clear glimpse into what’s coming, and a valuable opportunity to prepare strategies and systems ahead of their rollout.
The biggest takeaway? ChatGPT will become a place where applications are built, products are sold, and businesses can operate entirely within a single intelligent interface.
The Major Updates
There’s a lot to unpack following DevDay’s major announcements, so before we delve into the ones we’re most excited about here at Omni, here’s an overview of the main takeaways:
- ChatGPT to become an AI app platform – developers can build and monetise apps directly inside ChatGPT
- AgentKit Launched – this is a toolkit for building autonomous AI agents with prebuilt connectors and safety features
- New models – The introduction of GPT-5 Pro, OpenAI’s most advanced text reasoning model yet, and Sora 2, its next-generation video and multimodal model capable of generating realistic visuals, sound and interactive media.
With its ability to produce entire stories, scenes, and worlds from a single prompt, Sora 2 hints at the future of social media, one where users don’t just share content, they create immersive experiences powered by AI.
- Enterprise Expansion: Strategic integrations with major partners such as Spotify and Zillow underscore OpenAI’s growing focus on scalable, enterprise-grade AI solutions
- Hardware Teased: A Jony Ive collaboration confirmed, teasing the development of new AI-native device concepts that could redefine personal computing.
- Massive Scale: OpenAI has now reached 800 million weekly users and a community of 4 million developers, which reflects how rapidly AI is becoming a core layer of the digital economy
The ChatGPT App Ecosystem
The ChatGPT Apps SDK is at the center of this transformation, which is a new developer toolkit that allows creators to build fully interactive applications within ChatGPT.
Early adopters were announced at launch, which included huge names such as Spotify, Canva, Coursera, Expedia, Zillow and Figma.
What does this mean you ask?
It means that soon, users will have the ability to design, book, learn, and collaborate…all without ever leaving ChatGPT!
AgentKit: Building the Brains Behind the Apps
Another incredible development which OpenAI is introducing is AgentKit; a framework for creating and deploying intelligent AI agents. These agents can orchestrate workflows, connect to external APIs, and even act autonomously within defined parameters.
What this actually means is that in the near future, developers won’t simply be building static apps anymore, but living digital entities that can reason, act, and interact.
This massive leap represents the next phase of software, whereby systems will be built to think and act on behalf of users, not just respond to them.
ChatGPT Becomes a Marketplace
OpenAI is turning ChatGPT into a marketplace, where developers will be able to sell apps directly inside ChatGPT, with OpenAI handling payments, compliance, and safety reviews.
This major development will make it easier and more seamless for users to browse and install apps…marking a significant opportunity for creators, startups, and enterprise brands. Soon, we’ll be moving into the age where we’re no longer “using AI”, but building businesses inside it!
Adding to this momentum, Shopify’s integration with ChatGPT has already made in-chat shopping a reality in the U.S, which marks an extremely significant enhancement in eCommerce!
Users can now discover products, ask questions, and complete purchases…all without leaving the chat. By connecting directly to a merchant’s Shopify store, ChatGPT can pull real-time product details, recommendations, and checkout options.
While this Shopify integration isn’t yet a reality in Australia, it’s so exciting to see what lies ahead for us, further presenting an opportunity for Australian brands on Shopify to prepare for when these updates are rolled out.
Final Thoughts
OpenAI is introducing an entirely new layer to AI, where ChatGPT will be an intelligent interface that connects it all; apps, eCommerce, media, and user intent. While these advancements haven’t yet rolled out in Australia, it’s exciting to see what’s in the pipeline, allowing us to prepare for when these changes are implemented here.
The opportunity of these shifts for brands is absolutely clear; the way in which people are interacting with brands online is progressively shifting from purely traditional forms towards including AI-native environments. This shift also changes how brands are discovered within these ecosystems. So if your business is looking to prepare for this new landscape, you’ll want to ensure your brand is visible not just on Google, but also across AI-driven platforms.
At Omni Online, we don’t just see these advancements that were announced at DevDay as a technical leap, but also huge marketing opportunities. If you’re ready to explore the opportunities of AI developments in your marketing, particularly when it comes to visibility, book in a free Digital Alignment Audit with our team!
