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The premise was simple: as AI chat usage grows, how do we interact with users looking for recipes and meals directly within those chat interfaces? This initiative was made possible by the release of OpenAI’s Apps SDK in October 2025, which introduced a way to build applications that render directly inside the ChatGPT interface, powered by the Model Context Protocol (MCP). This technology allowed us to build a truly interactive experience – with recipe cards, images, filters, and direct links to our website, all living inside ChatGPT itself, exactly where more and more of our customers are finding themselves. The core concept was to build a Recipe Discovery MCP Server that connects HelloFresh's Menu APIs directly to ChatGPT; for instance, when a user asks “what meals are available on HelloFresh this week?”, they receive a carousel of recipe cards with photos, cooking times, calorie counts, and a button that takes them straight to hellofresh.com to order. This feature is now available for ChatGPT users in the US.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"embedded-asset-block\",\"data\":{\"target\":{\"sys\":{\"id\":\"3aB1X5ARaHQAir3Ywt1tpV\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Ryan Taylor took the lead on the technical implementation. He built the MCP server in Python with FastAPI, connecting to HelloFresh’s public menu APIs . The widget was built by Alex Harvey in React and TypeScript, designed to render inside ChatGPT’s iframe sandbox. The team supported the infrastructure side, working through the domain configuration, Cloudflare setup, and the various organizational requirements that come with deploying a publicly accessible service at a company like HelloFresh.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"heading-3\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"What the app actually does\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"When a ChatGPT user interacts with our app, the experience unfolds like this:\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"ordered-list\",\"data\":{},\"content\":[{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The user asks about HelloFresh meals for an upcoming available menu week in natural conversation\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"ChatGPT recognizes the intent and calls our MCP server\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Our server fetches the the user’s requested week’s menu from HelloFresh’s APIs\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The response renders as an interactive widget directly in the chat, showing recipe cards with images, cooking times, difficulty ratings, and nutritional info\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Each card has a call-to-action that links directly to \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"data\":{\"uri\":\"http://hellofresh.com\"},\"content\":[{\"nodeType\":\"text\",\"value\":\"hellofresh.com\",\"marks\":[{\"type\":\"underline\"}],\"data\":{}}]},{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}}]}]}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The ChatGPT conversation handles the natural language part, understanding what the user wants, asking clarifying questions and making recommendations. Our app handles the visual, branded, conversion-optimized part: showing food, making it easy to explore, and providing a clear path to purchase. It also can handle basic dietary filtering upfront e.g. specific protein/caloric/cook time thresholds, main protein inclusion/exclusion. These are the ones obvious on the visual cards. For example: \",\"marks\":[],\"data\":{}},{\"nodeType\":\"text\",\"value\":\"Show me HelloFresh recipes for next week, without pork, and under 30 minutes.\",\"marks\":[{\"type\":\"italic\"}],\"data\":{}}]},{\"nodeType\":\"embedded-entry-block\",\"data\":{\"target\":{\"sys\":{\"id\":\"7GMCFO854t2mnivtnSezqd\",\"type\":\"Link\",\"linkType\":\"Entry\"}}},\"content\":[]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"heading-3\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Technical challenges \",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Building the app itself was the straightforward part, getting it production-ready for our company was where the real work began.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"unordered-list\",\"data\":{},\"content\":[{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"OAuth for a stateless service.\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" ChatGPT requires OAuth 2.1 for authenticated tools. But our service does not store user data. We needed to implement a full OAuth flow for a fundamentally stateless read-only API. The question of whether you can do stateless token validation without a datastore for revocation is one that OpenAI’s documentation does not fully answer.\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Infrastructure at enterprise scale.\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" We needed Cloudflare DNS configuration, AWS ECS Fargate for the MCP server, S3 plus CloudFront for static assets, ACM certificates for HTTPS termination, proper security groups, IAM roles, and monitoring. This is not a weekend project deployed on Vercel. It is a production service that needs to meet HelloFresh engineering standards.\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The iframe sandbox.\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" ChatGPT renders widgets inside a sandboxed iframe with strict Content Security Policy restrictions. Every external domain our widget talks to (HelloFresh APIs, image CDN) needs to be declared. Cross-origin behavior, link opening, and JavaScript execution all behave differently inside this sandbox. Testing requires ChatGPT Plus with Developer Mode enabled, which adds another layer of complexity.\",\"marks\":[],\"data\":{}}]}]}]},{\"nodeType\":\"heading-3\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Why this matters beyond HelloFresh\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Chat interfaces are becoming a primary surface for product and service discovery, companies that build native presence inside these platforms now see compounded benefits over time. Consider what this means practically. Today, if someone asks ChatGPT “what should I cook this week?” they either get generic recipes from training data or advertising content leading to external stores. Tomorrow, that same question could surface a sponsored HelloFresh widget with this week’s actual menu, personalized to their dietary preferences, with a one-click path to order, that becomes the product experience itself, delivered through a new channel.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"We believe that in a few years, a significant portion of traffic to e-commerce services will come through AI platforms. Users will discover, evaluate, purchase, and manage orders without ever visiting a traditional website. The organizations that build the infrastructure for this now, the MCP servers, the interactive widgets, the conversion funnels optimized for chat contexts, will be the ones that thrive.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"heading-3\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"What we learned \",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}]},{\"nodeType\":\"unordered-list\",\"data\":{},\"content\":[{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Experiment and find out.\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" As the velocity at which things change is so great, it’s impossible to have all questions answered before you start your build; with this project we decided to push forward and use execution as a discovery mechanism.\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The ecosystem is moving fast. \",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\"OpenAI’s Apps SDK launched in October 2025. By December we had a working demo, at the same time, the industry standards, focus and product development evolved in other, new directions that we’re already exploring now.\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Think about the experience, not the technology.\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" MCP, OAuth, iframe sandboxes, these are implementation details, but what is important to us is - can a HelloFresh customer discover a meal they love inside a conversation they are already having?\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The MCP schema is the ceiling\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\". ChatGPT translates what a user asks into a structured call, but it can only filter on fields we explicitly define in our MCP schema. HelloFresh's menu API is rich: full macros, allergen tags, dietary labels. If a field isn't declared in the MCP schema, ChatGPT cannot extract, no matter what the user asks for. Shipping the app was the start; refining the MCP schema based on what users actually ask for is the ongoing, iterative process.\",\"marks\":[],\"data\":{}}]}]}]},{\"nodeType\":\"heading-3\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"What comes next\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Expanding on the experience and other HelloFresh Group brands, refining our dietary and nutritional filtering, integrating with our Shopping Platform’s GraphQL endpoint for richer catalog data, and developing a GEO (Generative Engine Optimization) strategy for automated invocation by ChatGPT when users express food-related intent.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Longer term, we see this as the first step toward a world where HelloFresh is natively present across every major AI platform: ChatGPT, Claude, Gemini, and whatever comes next. The MCP standard gives us a protocol-level foundation that can extend beyond any single platform.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"\\n\",\"marks\":[],\"data\":{}}]}]}","references":[{"__typename":"ContentfulAsset","contentful_id":"3aB1X5ARaHQAir3Ywt1tpV","photoFluid":{"base64":"data:image/png;base64,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","aspectRatio":1.2926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The premise was simple: as AI chat usage grows, how do we interact with users looking for recipes and meals directly within those chat interfaces? This initiative was made possible by the release of OpenAI’s Apps SDK in October 2025, which introduced a way to build applications that render directly inside the ChatGPT interface, powered by the Model Context Protocol (MCP). This technology allowed us to build a truly interactive experience – with recipe cards, images, filters, and direct links to our website, all living inside ChatGPT itself, exactly where more and more of our customers are finding themselves. The core concept was to build a Recipe Discovery MCP Server that connects HelloFresh's Menu APIs directly to ChatGPT; for instance, when a user asks “what meals are available on HelloFresh this week?”, they receive a carousel of recipe cards with photos, cooking times, calorie counts, and a button that takes them straight to hellofresh.com to order. This feature is now available for ChatGPT users in the US.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"embedded-asset-block\",\"data\":{\"target\":{\"sys\":{\"id\":\"3aB1X5ARaHQAir3Ywt1tpV\",\"type\":\"Link\",\"linkType\":\"Asset\"}}},\"content\":[]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Ryan Taylor took the lead on the technical implementation. He built the MCP server in Python with FastAPI, connecting to HelloFresh’s public menu APIs . The widget was built by Alex Harvey in React and TypeScript, designed to render inside ChatGPT’s iframe sandbox. The team supported the infrastructure side, working through the domain configuration, Cloudflare setup, and the various organizational requirements that come with deploying a publicly accessible service at a company like HelloFresh.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"heading-3\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"What the app actually does\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"When a ChatGPT user interacts with our app, the experience unfolds like this:\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"ordered-list\",\"data\":{},\"content\":[{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The user asks about HelloFresh meals for an upcoming available menu week in natural conversation\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"ChatGPT recognizes the intent and calls our MCP server\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Our server fetches the the user’s requested week’s menu from HelloFresh’s APIs\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The response renders as an interactive widget directly in the chat, showing recipe cards with images, cooking times, difficulty ratings, and nutritional info\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Each card has a call-to-action that links directly to \",\"marks\":[],\"data\":{}},{\"nodeType\":\"hyperlink\",\"data\":{\"uri\":\"http://hellofresh.com\"},\"content\":[{\"nodeType\":\"text\",\"value\":\"hellofresh.com\",\"marks\":[{\"type\":\"underline\"}],\"data\":{}}]},{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}}]}]}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The ChatGPT conversation handles the natural language part, understanding what the user wants, asking clarifying questions and making recommendations. Our app handles the visual, branded, conversion-optimized part: showing food, making it easy to explore, and providing a clear path to purchase. It also can handle basic dietary filtering upfront e.g. specific protein/caloric/cook time thresholds, main protein inclusion/exclusion. These are the ones obvious on the visual cards. For example: \",\"marks\":[],\"data\":{}},{\"nodeType\":\"text\",\"value\":\"Show me HelloFresh recipes for next week, without pork, and under 30 minutes.\",\"marks\":[{\"type\":\"italic\"}],\"data\":{}}]},{\"nodeType\":\"embedded-entry-block\",\"data\":{\"target\":{\"sys\":{\"id\":\"7GMCFO854t2mnivtnSezqd\",\"type\":\"Link\",\"linkType\":\"Entry\"}}},\"content\":[]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"heading-3\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Technical challenges \",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Building the app itself was the straightforward part, getting it production-ready for our company was where the real work began.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"unordered-list\",\"data\":{},\"content\":[{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"OAuth for a stateless service.\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" ChatGPT requires OAuth 2.1 for authenticated tools. But our service does not store user data. We needed to implement a full OAuth flow for a fundamentally stateless read-only API. The question of whether you can do stateless token validation without a datastore for revocation is one that OpenAI’s documentation does not fully answer.\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Infrastructure at enterprise scale.\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" We needed Cloudflare DNS configuration, AWS ECS Fargate for the MCP server, S3 plus CloudFront for static assets, ACM certificates for HTTPS termination, proper security groups, IAM roles, and monitoring. This is not a weekend project deployed on Vercel. It is a production service that needs to meet HelloFresh engineering standards.\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The iframe sandbox.\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" ChatGPT renders widgets inside a sandboxed iframe with strict Content Security Policy restrictions. Every external domain our widget talks to (HelloFresh APIs, image CDN) needs to be declared. Cross-origin behavior, link opening, and JavaScript execution all behave differently inside this sandbox. Testing requires ChatGPT Plus with Developer Mode enabled, which adds another layer of complexity.\",\"marks\":[],\"data\":{}}]}]}]},{\"nodeType\":\"heading-3\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Why this matters beyond HelloFresh\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Chat interfaces are becoming a primary surface for product and service discovery, companies that build native presence inside these platforms now see compounded benefits over time. Consider what this means practically. Today, if someone asks ChatGPT “what should I cook this week?” they either get generic recipes from training data or advertising content leading to external stores. Tomorrow, that same question could surface a sponsored HelloFresh widget with this week’s actual menu, personalized to their dietary preferences, with a one-click path to order, that becomes the product experience itself, delivered through a new channel.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"We believe that in a few years, a significant portion of traffic to e-commerce services will come through AI platforms. Users will discover, evaluate, purchase, and manage orders without ever visiting a traditional website. The organizations that build the infrastructure for this now, the MCP servers, the interactive widgets, the conversion funnels optimized for chat contexts, will be the ones that thrive.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"heading-3\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"What we learned \",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}]},{\"nodeType\":\"unordered-list\",\"data\":{},\"content\":[{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Experiment and find out.\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" As the velocity at which things change is so great, it’s impossible to have all questions answered before you start your build; with this project we decided to push forward and use execution as a discovery mechanism.\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The ecosystem is moving fast. \",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\"OpenAI’s Apps SDK launched in October 2025. By December we had a working demo, at the same time, the industry standards, focus and product development evolved in other, new directions that we’re already exploring now.\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Think about the experience, not the technology.\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\" MCP, OAuth, iframe sandboxes, these are implementation details, but what is important to us is - can a HelloFresh customer discover a meal they love inside a conversation they are already having?\",\"marks\":[],\"data\":{}}]}]},{\"nodeType\":\"list-item\",\"data\":{},\"content\":[{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"The MCP schema is the ceiling\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}},{\"nodeType\":\"text\",\"value\":\". ChatGPT translates what a user asks into a structured call, but it can only filter on fields we explicitly define in our MCP schema. HelloFresh's menu API is rich: full macros, allergen tags, dietary labels. If a field isn't declared in the MCP schema, ChatGPT cannot extract, no matter what the user asks for. Shipping the app was the start; refining the MCP schema based on what users actually ask for is the ongoing, iterative process.\",\"marks\":[],\"data\":{}}]}]}]},{\"nodeType\":\"heading-3\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"What comes next\",\"marks\":[{\"type\":\"bold\"}],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Expanding on the experience and other HelloFresh Group brands, refining our dietary and nutritional filtering, integrating with our Shopping Platform’s GraphQL endpoint for richer catalog data, and developing a GEO (Generative Engine Optimization) strategy for automated invocation by ChatGPT when users express food-related intent.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"Longer term, we see this as the first step toward a world where HelloFresh is natively present across every major AI platform: ChatGPT, Claude, Gemini, and whatever comes next. The MCP standard gives us a protocol-level foundation that can extend beyond any single platform.\",\"marks\":[],\"data\":{}}]},{\"nodeType\":\"paragraph\",\"data\":{},\"content\":[{\"nodeType\":\"text\",\"value\":\"\\n\",\"marks\":[],\"data\":{}}]}]}","references":[{"__typename":"ContentfulAsset","contentful_id":"3aB1X5ARaHQAir3Ywt1tpV","photoFluid":{"base64":"data:image/png;base64,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","aspectRatio":1.2926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