App Discovery

App Discovery

Definition

App Discovery encompasses all the ways users find and become aware of apps within app stores and through external channels that lead to store visits. It's the top of the user acquisition funnel — before Conversion Rate and Organic Installs, an app must first be discovered. Discovery channels fall into three main categories: on-store (search, browse, featured, similar apps), off-store (web search, social media, word-of-mouth, advertising), and AI-powered channels (ChatGPT recommendations, AI Mode in search engines, agentic search systems).

Optimizing for discovery is the core objective of App Store Optimization (ASO) — ensuring the app appears in as many relevant discovery surfaces as possible, including traditional app stores and increasingly critical AI-driven recommendation systems and agentic search environments where autonomous agents actively select apps as solutions for user tasks. As search evolves from information retrieval into intelligent agent management systems, discovery strategies must adapt to optimize for agent-based selection rather than traditional ranking algorithms.

A fundamental shift is underway: user intent now frequently forms upstream of app stores — in AI assistants, community platforms, and conversational search interfaces. Users ask AI systems questions like "What's the best budgeting app for students?" before reaching an app store search bar. This means visibility is no longer purely about ranking for keywords — it's about relevance to the specific use case behind each query. Apps either appear in AI-generated recommendation sets or they don't. Positional ranking matters less than problem ownership.

The discovery landscape in mid-2026 is being reshaped by three simultaneous forces: platform UX changes that subtly redirect user attention within stores; moderation failures that will trigger tighter algorithmic controls on search suggestions and ads with spillover effects on legitimate developers; and the rise of AI-mediated discovery that threatens to disintermediate traditional store search over the medium term. Practitioners who treat ASO as a full-spectrum discipline — store optimization, content strategy, brand management, and AI readiness — will be best positioned as the ground continues to shift.

Major platforms are actively building infrastructure for a new category of optimization work distinct from traditional SEO, even while publicly downplaying the need for specialized approaches. This strategic ambiguity reveals operational preparation for fundamental changes to how discovery surfaces operate and how relevance gets assigned in AI-mediated environments. The gap between what ads teams are building and what search teams are saying publicly is widening. Google is at the forefront of reshaping app discovery, leveraging AI to enhance how users find new applications across its various platforms.

How It Works

On-Store Discovery Channels:

Off-Store Discovery Channels:

• Web search → app store deep links
• Social media mentions → store links
• App review websites → store links
• Word-of-mouth → direct brand search in store
• Paid advertising → store listing views
• QR codes / deep links from physical or digital media

AI-Powered Discovery Channels:

• ChatGPT and other generative AI assistants → direct app recommendations in conversational contexts
• AI Mode in search engines → AI-selected app suggestions for user tasks, particularly in high-stakes decisions (finance, health, education, major purchases)
• Agentic search systems → autonomous agents evaluating and actively recommending apps as solutions for multi-step user needs; agents execute tasks on behalf of users; search functionality evolves from information retrieval into intelligent agent orchestration
• AI-powered Q&A platforms → contextual app recommendations within conversations

Apple App Store

• Search: ~65% of all discoveries; dual ad slots now appear in search results (positions 1 and 3 as of March 2026), with ad design testing that reduces visual distinction from organic results, increasing the premium on organic visibility. The new ad structure compresses organic visibility for high-value search terms, leaving only position 2 organic. Search autocomplete surfaces suggestions based on trending queries but may also suggest terms that lead to policy-violating apps, requiring vigilance in category positioning and metadata clarity. Both Apple and Google autocomplete systems have been shown to steer users toward problematic app categories — including nudify and deepfake apps. Nearly 40% of top results for searches related to prohibited content categories returned violating apps, with some appearing as sponsored placements. This has led to tighter keyword blocking in autocomplete, heightened ad review scrutiny for apps involving AI image generation or face manipulation, and increased attention to content-rating accuracy. Developers should expect that autocomplete guardrails will continue tightening, with potential collateral effects on legitimate apps whose names or descriptions contain flagged terms. Sponsored search results have been documented surfacing policy-violating apps, exposing the limits of algorithmic enforcement and revealing that paid discovery surfaces operate with lighter oversight than organic ones. Platform moderation failures in this area are reactive rather than preventive, with enforcement happening in waves after public reporting rather than through proactive detection.
• Today tab: editorial stories, daily highlights
• In-App Events: discoverable in search and browse since 2025
• Custom Product Pages: can appear in organic search (July 2025)
• App Clips: lightweight discovery through NFC, QR, Safari
• App Updates tab: relocated to the top position in the user profile menu (renamed "App Updates"), swapping places with "Apps & Purchase History"; also accessible via long-press on App Store icon for faster navigation. This change shipped as a backend update without requiring a software update, appearing on both iOS 26.4.1 and the iOS 26.5 beta. The reordering adds an extra navigation step for users who previously accessed purchase history first, while making update monitoring more prominent. If Updates becomes a higher-traffic surface, it becomes a stronger signal input for ranking. Developers who rely on wiki:whats-new text in update notes to surface new features or seasonal messaging should monitor whether Apple further promotes or buries this surface.

Google Play Store

• Search: ~50-60% of discoveries (estimated). Autocomplete and sponsored listings may surface apps in categories adjacent to restricted content, creating policy enforcement risk even for compliant apps if metadata overlaps with flagged terms. Nearly 40% of top results for searches related to prohibited content categories returned violating apps, with some appearing as sponsored placements. Investigation has revealed that search suggestion algorithms on both major stores can amplify problematic content when high download velocity on controversial queries games the suggestion pipeline — expect changes to how suggestion algorithms weigh engagement signals as platforms face growing accountability for what their discovery surfaces recommend.
• Collections: personalized intent-based browse (Watch, Listen, Shop, etc.)
• Similar Apps: "You might also like" recommendations
• Ask Play: Gemini-powered Q&A on app listings (2026)
• Instant Apps: try-before-install discovery
• Google Search / Web: Google indexes Play Store listings for web search
• Play Shorts: integrates vertical short-form video feeds into the Apps tab, allowing users to preview apps through TikTok-style swipeable videos and install instantly; this represents a shift toward browse-based passive discovery
• Battery warnings: apps exceeding Excessive Partial Wake Locks threshold display "This app may use more battery than expected" label directly on listing page
• Agentic Search: autonomous agents managing complex, multi-step discovery tasks and actively recommending apps as task solutions; agents execute workflows on behalf of users and continuously optimize recommendations; search evolves from ranking algorithm-driven results to an intelligent agent manager orchestrating multiple specialized agents. The ads team is operating under a different hypothesis: that app discovery in AI-mediated environments requires distinct partner tooling, methodologies, and measurement frameworks.

Amazon Appstore

• Fire TV home screen: primary discovery for TV apps
• Voice discovery: "Alexa, find a [type] app"
• Recommendations: personalized based on usage and purchase history
• Amazon.com cross-promotion: integration with product ecosystem

AI-Powered Platforms

• ChatGPT / Generative AI Assistants: apps recommended within conversational contexts for specific use cases; users actively seeking app recommendations within AI conversations. Early tracking shows apps are already being surfaced through LLM-based recommendations. Apps are discovered through natural language conversation rather than keyword search, requiring fundamentally different visibility optimization strategies. Monitoring tools allow app marketers to track which apps are being recommended in ChatGPT and identify optimization opportunities within LLM environments.
• AI Mode (Google Search): AI-selected recommendations for task-oriented queries; consumers increasingly rely on AI Mode for high-stakes purchases; visibility depends on being considered by autonomous evaluation systems rather than traditional ranking.
• Agentic Search Systems: autonomous agents that evaluate, recommend, and actively execute tasks through selected apps. Rather than users conducting searches and synthesizing results, agentic search autonomously gathers, evaluates, and executes actions across multiple platforms based on user intent.

Generative Engine Optimization (GEO)

Microsoft added GEO to its official webmaster guidelines as a named category alongside SEO. Google's Large Customer Sales team established a dedicated "GEO Partner Manager" role, explicitly tasked with shaping the Generative Engine Optimization ecosystem to prioritize Google surfaces.

The Rise of AI in App Development

The app development landscape is undergoing a seismic shift with the advent of AI technologies. Google introduced new features in its AI Studio that enable users to create Android apps in a matter of minutes. Users can create apps within minutes using a visual interface. An embedded emulator allows real-time app testing to enhance the development experience, which elevates both creation and discoverability opportunities. Developers will need to focus more on how their apps align with user queries in addition to traditional visibility factors.

Simplifying Android App Creation with AI

Google's latest offering in its AI Studio significantly lowers the barrier to entry for Android app development, benefiting both:

• First-time developers who may lack coding expertise.
• Seasoned developers seeking quick prototyping for new ideas.

Key features include:

• Rapid Prototyping: Utilize web-based tools for intuitive app development.
• Kotlin and Jetpack Compose Support: Build apps with Google's efficient languages and frameworks.
• Embedded Android Emulator: Test apps on-the-fly in a browser environment.
• Customization: Users can build apps that integrate with hardware sensors, creating personalized experiences.
• Iterative Development: The ability to continuously update apps during testing enhances quality before wider release.
• Future Publishing: Planned enhancements will allow for broader app distribution beyond personal use.

Enhanced Discoverability with Gemini AI

Google is enhancing app visibility through the integration of its Gemini AI into the Play Store and Google TV. This AI-powered assistant transforms the way users search for apps by:

• Voice-Activated Search: Allowing users to converse with Gemini to find apps that match their needs, enhancing user experience and satisfaction.
• Natural Interaction: Users can discover apps via conversational queries with a smoother and more intuitive interface.
• Contextual Recommendations: By analyzing user queries and preferences, Gemini surfaces apps that are directly relevant, increasing the likelihood of engagement.
• Cross-Platform Visibility: Ensuring discoverability spans multiple devices, allowing apps to reach users through varied experiences.

Revolutionizing User Engagement on Google TV

With over 300 million monthly active devices, Google TV presents a unique platform for engaging with apps. Key features introduced include:

• Tailored Responses: The ability to generate dynamic responses based on user data enhances app visibility.
• Pointer Remotes: Developers must optimize app interfaces for motion-controlled inputs, improving user interaction.

Future Implications for Developers

For developers, the rise of Gemini AI and the changes in app creation present both challenges and opportunities:

• Optimization: Developers must optimize their metadata and app descriptions to take full advantage of Gemini’s capabilities. This means focusing on clear, relevant information that AI can effectively index.
• Embrace AI Tools: Adoption of AI tools in app design and discovery will be crucial. Apps that cater to AI-driven discovery will likely see increased visibility.
• Keep Users Engaged: With the ability to resurface content based on user habits, maintaining a high engagement score will be vital for long-term success.

In conclusion, the integration of AI into app development and discovery is set to reshape the industry. By optimizing for AI, focusing on user engagement, and adapting to ongoing changes, developers can improve their chances of uncovering their app's potential in a competitive marketplace.

Recent Updates

• 2026-05-08: Google is enhancing its focus on agentic search, requiring developers to adapt their ASO strategies for AI-driven interactions.
• 2026-05-08: Apple has relocated the 'Updates' tab in the App Store, impacting visibility and user engagement.
• 2026-05-08: The role of Generative Engine Optimization (GEO) is becoming increasingly significant in optimizing app visibility on Google platforms.
• 2026-05-20: Google's AI Studio enables rapid creation of Android apps, democratizing app development and enhancing discovery through AI-driven recommendations.
• 2026-05-20: The Gemini platform’s integration into Google Play enhances personalized app discovery based on user interactions, emphasizing metadata's role in visibility.
• 2026-05-21: Google TV developers are advised to embrace voice search and adapt user interfaces to meet evolving interaction modalities, maximizing content discoverability.
• 2026-05-22: Google announced new enhancements at I/O to improve app discovery and engagement through AI across its platforms.
• 2026-05-23: Google's Gemini AI is enhancing app discovery on Google TV through advanced content recommendations and voice-activated searches.
• 2026-05-27: Google's AI Studio features quick prototyping capabilities for developers, streamlining app creation and expanding discoverability options.