Fresha, the booking platform for beauty and wellness businesses, has launched native integrations with both ChatGPT and Claude, enabling consumers to find and reserve appointments through natural-language requests rather than conventional search.
The integrations connect the AI assistants to live Fresha marketplace data — availability, location, pricing, and client reviews — so a request like "find me a massage near my hotel tomorrow morning" or "where can I get a Hydrafacial for under £150" returns real-time options rather than links to search results. Booking and payment are completed within Fresha once the consumer selects an option.
"Artificial intelligence is fundamentally changing how people discover businesses online," said William Zeqiri, Founder and CEO of Fresha. "Consumers are increasingly turning to AI assistants to help them make everyday decisions, and booking beauty and wellness appointments is a natural extension of that behaviour."
On the technical side, Fresha built the integrations using open standards — including the Model Context Protocol (MCP) — that allow AI assistants to query live marketplace data without handling payments or personal information directly. The approach keeps sensitive data inside Fresha's platform while giving AI systems the access they need to be useful.
"This launch is about much more than connecting Fresha to AI assistants," said Marcin Dąbrowski, Deputy Chief Product Officer at Fresha. "We've built a secure, scalable foundation using open standards that allows conversational AI to interact with live marketplace availability while keeping booking, payments and personal information within Fresha's trusted platform."
Fresha serves over 120,000 businesses globally and processes bookings for salons, spas, barbers, and wellness practitioners. Being first to integrate natively with both leading AI platforms means the company's entire inventory is discoverable through what is becoming the primary interface for a growing segment of users — particularly for time-sensitive, location-dependent requests where traditional search requires multiple steps to reach a booking.
The launch is part of a wider pattern: AI companies including Anthropic and OpenAI have opened their assistants to third-party integrations via MCP and similar protocols, turning the AI chat window into a marketplace discovery surface. Fresha's simultaneous presence on both platforms gives it early-mover position in that channel.
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