Apps inside the assistant, and a kit for building agents
OpenAI’s developer conference on Monday pointed in one direction: the chat window wants to become the place you do things, not just ask things.
At its developer conference on 6 October 2025, OpenAI announced a preview kit for building apps that run inside ChatGPT, and AgentKit, a set of tools for building and deploying agents. Early partners shown on stage included Spotify, Canva and Zillow.
Strip away the announcements and one intention is visible: the assistant is being turned from something you ask into something you work inside.
Why that is a strategic move rather than a feature
A chat window you visit occasionally is a utility. A chat window where you book, buy, design and file is a platform, and platforms collect the thing that matters: the position between the customer and every supplier behind it.
This is the same pattern as app stores in 2009 and browsers in 1997. It usually works, and it usually ends with the platform setting the terms for everyone who built on it.
What it means for a Swiss SME, honestly
In the short term, almost nothing. You are not going to build an app inside a chatbot this quarter, and the agent tooling is aimed at developers.
In the medium term, one thing worth watching: if your customers start doing things through an assistant rather than on your website, your visibility in that assistant becomes a commercial question. Nobody can tell you today what to do about that, and any supplier claiming they can is selling something.
The part that is immediately useful
The agent tooling makes the four categories from Monday’s post more common, not less. Over the next two quarters, more of the products you are offered will be able to act rather than only answer.
Keep asking the one question — what can it do without asking me? — and the wave of announcements becomes navigable rather than overwhelming.