When Nick Turley joined OpenAI in 2022 as the head of ChatGPT, he was tasked with commercializing the company’s research. He has made great strides toward that goal, growing the product to 800 million weekly active users. Now Turley wants to take an even bigger swing: transforming ChatGPT into a new type of operating system full of third-party apps.
I sat down with Turley this week on the outskirts of San Francisco’s Fort Mason, a former U.S. military post where OpenAI held its third annual developer conference, to discuss how he’s thinking about ChatGPT’s future. You can find a transcript of our conversation at the bottom of this article.
To turn ChatGPT into an operating system, Turley tells me he’s drawing inspiration from web browsers. Over the last decade, browsers have emerged as a new kind of operating system — not in the literal sense like macOS or Windows — because they’ve become the main place people work on computers thanks to a variety of web applications. Turley sees ChatGPT evolving in a similar way: a platform that could change how people interact with software.
OpenAI is reportedly developing a browser too. Turley doesn’t confirm or deny this, but he does say browsers are “really interesting.” The company is also working with Jony Ive and a team of longtime Apple designers on a family of hardware devices. Given these efforts, it’s easy to see how a ChatGPT operating system full of apps could become a central component of OpenAI’s consumer ecosystem.
OpenAI has been chasing this idea for a while. In 2023, the company launched an array of “AI app store” efforts such as ChatGPT plugins and the GPT Store. Those products didn’t exactly take off, but OpenAI seems to have a better approach this time around.
The launch of apps aligns with OpenAI’s desire to turn ChatGPT into an e-commerce destination. Apps from Expedia, DoorDash, and Uber could lead to more transactions in ChatGPT, something OpenAI can now facilitate and capture some of the revenue from. Having a product featured in ChatGPT could be a major source of business for both third parties and OpenAI.
This might also be OpenAI’s most compelling pitch to developers yet. Third parties can now reach ChatGPT’s 800 million users during their everyday conversations. Apps are part of ChatGPT’s core experience, rather than in a separate store of widgets. Developers can also build more interactive experiences in ChatGPT, beyond just chatbots connected to their company’s data.
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However, the business of running an operating system also comes with lots of messy problems, such as how to promote certain apps over others. Turley says OpenAI isn’t ruling out letting some companies pay for their apps to have priority placement in ChatGPT, but the company is figuring out how to do this without hurting the user experience.
Third-party developers likely also want access to ChatGPT user data. In a set of guidelines, OpenAI says app developers must “gather only the minimum data required to perform the tool’s function,” but it’s unclear what that means in practice. Turley says OpenAI may build out new features — such as a partitioned memory in ChatGPT — that could let users give fine-grained data access to developers.
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