OpenAI’s introduction of apps inside ChatGPT is a move that could fundamentally reshape how audiences discover and consume news.

OpenAI’s new Apps SDK allows developers, including news publishers, to create mini-apps within ChatGPT. These apps can pull in external data, link to services, and even authenticate users. Think of it as an app store inside ChatGPT where users can interact directly with your content, products, or services — all without leaving the chat.

In August 2025, ChatGPT had 700 million weekly active users. It’s where audiences are. 

This isn’t just another platform launch. It’s a signal ChatGPT is evolving from a destination for answers into an operating system for interaction. And that has deep implications for news organisations. 

It’s worth spending five minutes looking at OpenAI’s announcement here to get to grips with it.

What it means for news publishers 

Katharina Neubert, who attended OpenAI’s DevDay, raised some great questions on LinkedIn:

As content shifts into ChatGPT with the Apps SDK, how does the bond between audiences and publishers need to adapt?

🟠 What content will readers still consume on publisher platforms?

🟠 How should publishers advance their products to remain worth a visit?

🟠 How can platforms and publishers establish fair monetisation models so independent journalism can survive?

🟠 Should publishers go “all in” and allow their content to be surfaced inside ChatGPT — gaining reach but risking direct reader relationships?

These are existential questions. But unlike past waves of platform disruption, OpenAI’s approach looks different and potentially more balanced. For the first time, a platform is offering news publishers the trifecta of brand visibility, monetisation pathways, and potential access to data.

That’s a meaningful shift. If managed wisely, this could become a partnership model rather than another extraction one.

Daniel Pleus, head of AI strategy and innovation at NOZ/mh:n Medien, highlighted what might be the most important line in the fine print: “You can bring your own authentication.”

That means publishers can make their ChatGPT app available only to subscribers, strengthening relationships instead of eroding them. It could also open the door to two tiers of experiences:

• A free version that drives awareness and discovery.

• A subscriber-only version offering deeper access, personalisation, and exclusive analysis.

It’s easy to imagine a world where readers can ask questions like “What’s The Economist’s take on this?” or “Show me today’s WSJ markets chart” and get responses directly from branded publisher apps.

How publishers should respond

As we have covered extensively, it’s likely news organisations will lose traffic over the coming months and years and not all because of AI. But these platforms are where users are and this might just give us a seat at the table. 

ChatGPT apps will, of course, iterate. If you’re deciding whether to jump in now, Flaurent Daudens offers some insight into how it’s structured and what the trade-offs are. 

The key is to lean into what makes your brand valuable and build accordingly.

Here’s how:

• Double down on brand: Users must ask for you by name. Those who have invested in a strong brand will feel this payoff. Differentiate by access level. Atomise content: some free, some subscriber-only.

• Experiment with new benefits: Consider treating ChatGPT access as a subscriber perk.

• Embed your visuals: For those who have invested in visual journalism, these can all be pulled into ChatGPT: graphics, videos, visuals — and users can then query them directly.

• Think long term about data: This should evolve into shared analytical; those who experiment early will be best positioned.

The bottom line

Are we losing direct connection with users? Possibly. But we don’t really have a choice — disintermediation is happening regardless. 

What we do have is an opportunity: visibility, monetisation, and (eventually) data within a space users already love. Handled well, this could mark the beginning of a new phase — one where news publishers don’t just survive inside AI ecosystems but actively shape the experiences users trust most. 

I’ll be exploring this further during our Silicon Valley & AI Study Tour next week and will share insights directly from the team shaping these integrations.

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