MCP Apps: Extending the Frontier — Ido Salomon & Liad Yosef

MCP Apps transforms chat and coding assistant interactions from text-heavy responses into rich, interactive user interfaces, preserving brand identity and enhancing user experience. It allows services to send "UI atoms" directly into assistants like Claude and ChatGPT, enabling a "write once, run anywhere" model across a massive user base. This standard defines how hosts render web components, manage user interactions, and shifts control of the user journey to the agent, ushering in a new era of the agentic web.