A plugin marketplace
Companies publish their own plugins in ChatGPT, just like apps in the App Store.
Plugins can come before web search
When a plugin fits the question, ChatGPT can use it instead of searching the web.
Big brands are already there
LG, Instacart and Spotify already have their own plugins in ChatGPT.
Sources: OpenAI, 2025; Asia Business Daily on LG, June 2026; PYMNTS on Instacart, March 2026.
