With more than 180 apps now available for users to connect and engage with via ChatGPT, performance marketing shop ROAST has launched a new tracker.

The ChatGPT App Tracker is designed to help brands navigate OpenAI’s expanding GPT app store and provide them with transparency and competitive intelligence.

ChatGPT often uses broad web searches, done through traditional engines such as Google and Bing, to answer user queries. This method could lead to users receiving incomplete research, out of date content, or missing out on information.

In October 2025, OpenAI introduced apps inside its chatbot platform. This enabled users to connect and interact with third-party applications such as Spotify, Booking.com and Canva directly within conversations.

The Microsoft-backed company later (December 2025) went on to launch a new apps software development kit (SDK) and a build it directory, which opened the door for developers to create apps for the platform.

As a result, ChatGPT can use live data to answer queries and handle interactive tasks.

ROAST’s new tool enables brands to monitor the AI landscape by giving them visibility of the latest apps being launched, as well as analyse its capabilities, view sample prompts. It can also compare and track growth across different verticals, such as finance, shopping and travel.

The tracker also features daily email alerts and download capabilities for registered users.

TripAdvisor, Lowe’s, Zillow, Cottages, S&P, Experian and Pitchbook are among the brands that have already launched an app on OpenAI’s platform.

Currently, this is only available to users in the UK and US, with the total number of apps now at 169 and 187, respectively.

John Campbell, Head of Innovation at ROAST, said: “While generative engine optimisation (GEO) has dominated recent industry conversations, there is a broader AI discoverability framework in play. Brands must look beyond simple search optimisation to new emerging areas of interest, a crucial one being ChatGPT Apps.

“Currently, it is incredibly difficult to monitor and analyse the scope of apps available. Our tracker doesn’t just list names; it breaks down the type of apps, categories, the features, and the templates, giving brands a roadmap for their own development of an app.”