After OpenAI launched an app partnership program last fall, allowing brand apps to contextually appear in ChatGPT conversations, Coursera announced its participation as the program’s first online learning platform.

The app partnership offers a more integrated presence for brands on ChatGPT.

• US ChatGPT users are expected to reach 94.7 million in 2026, according to EMARKETER’s forecast.
• Other early partners included Expedia, Spotify, and Zillow.

OpenAI positioned the program to help users find answers, products, and services related to their chat. ChatGPT users looking to interact with a specific branded app can simply call out the brand name in their prompt.

For instance, a user asking about music might get general responses about a number of bands. With the Spotify app integrated in ChatGPT, users can immediately create playlists of songs available on Spotify.

The app program offers more participation on the part of brands in how they show up in ChatGPT. Brands considering involvement in the program can build and test apps using OpenAI’s Apps SKD preview, and submit an application for enrollment in the program.

Embedded in ChatGPT

“We [partnered with OpenAI] primarily because we always want to be on the cutting edge of learning,” said Coursera CMO Tim Hannan. “In this case, we weren’t really sure people would use OpenAI to discover Coursera content. We see referrals from ChatGPT, so we know people are searching.”

The Coursera app that can appear in ChatGPT conversations surfaces when the large language model (LLM) determines it’s an appropriate moment in a conversation. The app also appears when “Coursera” is named specifically in a prompt.

In the Coursera app in ChatGPT, users will typically see a video of the introductory lecture of a course brought up in the conversation. They can then sign up through Coursera to enroll in the course.

Discoverability in the genAI era

For the best experience to ChatGPT's over 700 million weekly users, Coursera is aware that responses have to fit closely in the context of conversations.

When users show a higher level of intent, like if they use “Coursera” in their prompts , they will have a chance to use the Coursera app in the chat. In other cases, when the topics in the conversation are relevant to a Coursera course, users might be referred to the Coursera site.

“We’re an authoritative source for questions, so we are getting traffic that way,” said Hannan. “This was another opportunity to more deeply integrate and give potential customers the opportunity to see the learning in action and then pop out to Coursera to continue that learning.”

Since the program only began recently, OpenAI and Coursera are in an ongoing dialogue about how to make content more discoverable for users.

“What’s generally true is well-structured authoritative content serves you well in traditional SEO, and serves you well in the LLMs, as well,” Hannan said. “We see traffic coming from both paths [ChatGPT referrals and in-chat app use], and we think they’ll probably become more integrated over time.”

Building on genAI

Beyond discoverability, Coursera uses genAI to enhance the learning experience in its courses.

Last year, Coursera launched Role Play, a course activity that allows learners to interact with an AI chatbot in hypothetical workplace situations.

“We see LLMs and integrating AI into the learning experience as an enormous opportunity to deliver a better user experience, to deliver better learning outcomes than we ever could before, and to improve discovery on our site,” said Hannan.

The company also offers courses that build skills for working with genAI. In 2025, Coursera saw 15 enrollments per minute in courses related to genAI in 2025, according to the company.

OpenAI also recently introduced a pilot program for testing ads in its chats and the company introduced Instant Checkout to allow users to make purchases in chats. Walmart, Etsy, and Shopify are early adopters.

Coursera currently has no plans to offer its services through ChatGPT's Instant Checkout.

“I think in retail it’s a more urgent priority,” said Hannan. “In our case, we want the experience to happen on our platform.”

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