The shift from apps with AI to AI with apps: Why your next app should live inside Claude
Blog post from WorkOS
In 2026, the focus for developers has shifted from embedding AI in apps to integrating apps within AI, as evidenced by the launch of MCP Apps by Anthropic and OpenAI, which allows developers to create interactive interfaces directly within AI platforms like Claude and ChatGPT. This new protocol represents a significant platform shift akin to the launch of the iPhone SDK, offering a unique distribution advantage by embedding applications where users already engage with AI, thus bypassing high customer acquisition costs and subscription fatigue. The integration allows for seamless, context-retained workflow experiences, enhancing efficiency and user trust by leveraging AI as a distribution engine. Developers are urged to act swiftly in this early phase to secure dominance in their categories, as the potential for growth mirrors past success stories like Slack apps or Chrome extensions. This shift suggests a rethinking of product development strategies, emphasizing MCP-native design from the outset and capitalizing on the unified support from major AI players to secure a foothold in the rapidly evolving market.