Performance media agency ROAST has unveiled its proprietary ChatGPT App Tracker, a new tool designed to bring transparency and competitive intelligence to the rapidly expanding OpenAI GPT App Store ecosystem.
The launch addresses a critical emerging challenge for brands: maintaining discoverability within AI-driven environments. Currently, ChatGPT’s reliance on broad web searches via platforms like Bing and Google can result in outdated, incomplete, or undiscoverable inventory for brands.
By launching a custom ChatGPT App, brands can establish a direct, structured line of communication with their entire database, enabling them to control conversations and guide users to their websites for conversion or further information.
Brands including TripAdvisor, Lowe’s, Zillow, Cottages, S&P, Experian, and Pitchbook have already entered the space. The number of apps is growing daily, reaching 169 in the UK and 187 in the US.
John Campbell, Head of Innovation at ROAST, commented, “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.”
Campbell highlighted the difficulty in monitoring the nascent ecosystem, noting, “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.”
The agency has also released a comprehensive whitepaper accompanying the tool, which explores the long-term implications of ChatGPT Apps. The paper forecasts a significant shift in AI behaviour, with ChatGPT proactively suggesting specific brand apps to fulfil user requests, fundamentally changing the global discoverability equation.
The GPT App Tracker is now live and offers daily email alerts and CSV download capabilities for registered users.
