ChatGPT might have changed app discovery: What it means for ASO

Did ChatGPT just rewrite the rules of app discovery? It’s possible.

What started as a chatbot is fast becoming a new operating system for digital experiences. One where users don’t “search” for apps; they converse with them. As OpenAI rolls out its Apps SDK, Instant Checkout, and in-chat transactions, the very act of discovering, using, and even purchasing apps could shift from the App Store to the conversation itself.

For app marketers, this is both thrilling and unsettling: if users no longer open the App Store, how will your app be found? This blog unpacks how ChatGPT’s new app ecosystem reshapes discovery and what it means for the future of ASO.

Key takeaways

• ChatGPT is emerging as a new operating system for apps: Users can now use apps through conversation instead of only search.
• Also Apple and Google are implementing natural language search, on top of being recommended apps to download in app stores based on conversational input.
• ASO remains essential but its scope expands beyond stores to include how apps are interpreted and trusted in conversational ecosystems.
• Your app needs to communicate its purpose clearly to both humans and AI as clarity and structure are the new differentiators.
• Deep linking and engagement metrics will matter more to optimize for frictionless experiences and real usage value.
• Early adopters will shape the future of discovery. Therefore, teams who test early will learn how to stay visible in this new era.

Why ChatGPT could transform app discovery as we know it

In 2008, the App Store revolutionized how people found and installed software.In 2025, OpenAI might be doing it again. This time, inside ChatGPT.

With its recent launch of the Apps SDK and Instant Checkout, OpenAI is officially turning ChatGPT into an operating system for apps. Developers can now embed apps that live directly inside ChatGPT’s interface, while users can discover, use, and even purchase products—all within a conversation.

This marks a fundamental shift in how people will find, interact with, and evaluate apps. And for app marketers, it raises a big question:

How will users discover my app if they never open the App Store?

That question sits at the heart of what’s next for ASO.

Inside ChatGPT’s new ecosystem: from search to orchestration

Let’s unpack what’s really changing within ChatGPT.

OpenAI’s Apps SDK allows third-party services to build “apps” within ChatGPT. These apps can access conversation context, respond with structured outputs, and even trigger real transactions using the Agentic Commerce Protocol (ACP)—an open standard co-developed with Stripe.

In practice, this means:

• Users can ask ChatGPT to book a flight, order groceries, or translate a document.
• ChatGPT then decides which app to route the request to.
• The transaction, booking, or task happens inside ChatGPT and not in a separate app interface.

It’s no longer only about which app ranks first on the App Store. It’s about which app ChatGPT chooses when a user expresses intent.

What this means for app discovery

If ChatGPT becomes a mainstream entry point, app discovery will move from keyword-based search to intent-based routing. Instead of users typing “budget tracker app” in the App Store, they’ll say “Help me manage my expenses this month.”

ChatGPT will then pick the best app capable of fulfilling that task — based on structured data, conversation context, and API compatibility.

This changes the discovery funnel in four major ways:

1. From keywords to intents

Users will express needs, not search queries. Your app’s visibility will depend on how well it can be understood as a solution to those needs.

That means clearer messaging, structured descriptions, and transparent value propositions matter more than ever.

2. From visuals to functionality

In this environment, agents and users alike will care less about your creative assets — and more about what your app can do.

Your product value, APIs, and reliability become your strongest ranking factors.

3. From installs to usage

If a user can complete a task directly inside ChatGPT, “install” numbers might matter less.

Instead, engagement, satisfaction, and completion rates will signal value to both the user and the ecosystem.

4. From browsing to routing

Discovery will feel less like browsing an app store and more like being routed to the right app for a given task.

Brands that define their core use cases clearly — and structure their data to be recognized — will stand out first.

The future of ASO: expanding into conversational discovery

This shift doesn’t make ASO obsolete. It makes it broader.

App Store Optimization will remain critical — the App Store and Google Play still represent the biggest distribution channels. But as users adopt new discovery platforms like ChatGPT, ASO will evolve to include optimizing how your app is understood, selected, and trusted within these conversational ecosystems.

At the same time, Apple and Google are rapidly adapting their own ecosystems to these same behavioral shifts. Both platforms are becoming increasingly semantic, using AI to interpret intent rather than rely solely on keywords.

How Apple is adapting app discovery with natural-language search

In iOS 18, Apple introduced natural-language search in the App Store — a feature that lets users “search the way they talk.” As reported by The Verge, a user can now type “apps that help me focus at work” instead of the traditional “productivity app” query, and the App Store understands the meaning rather than matching literal keywords.

In parallel, Apple’s App Intents framework lets developers expose in-app actions (like “log workout” or “scan receipt”) to Siri, Spotlight, and other intelligent features. That means apps that clearly define their capabilities—both in their metadata and their internal logic—will be easier for Apple’s systems to surface and recommend.

How Google is evolving app discovery through Gemini AI

Google is taking a similar approach with the Play Store, integrating its Gemini AI model into app discovery. The new “Ask Play” feature allows users to type or speak natural questions such as “What’s the best app for organizing my budget?” — and get personalized answers rather than scrolling through endless lists.

At the same time, Google is rolling out the Engage SDK, a new framework that lets developers surface personalized in-app content and journeys directly on Android and Play Store surfaces. With Engage, users can see clusters like “Continue watching,” “Top picks for you,” or “New this week” without opening the app—and jump straight into those experiences through deep links.

Together, Ask Play and Engage SDK illustrate Google’s shift toward contextual, guided discovery. Instead of users searching for static listings, Play surfaces dynamic recommendations shaped by intent, engagement, and personalization. Apps that clearly define their content structure and user flows will benefit most as Google transitions from search-driven visibility to intent- and engagement-driven discovery.

How to prepare your ASO strategy for AI discovery

The way users discover and interact with apps is evolving fast. But ASO teams don’t need to reinvent the wheel. Instead, they need to extend their strategy to align with how AI, algorithms, and user intent now shape visibility.

Here’s how you can prepare now:

1. Define key intents

List the top user goals your app supports and phrase them in natural language (e.g., “track my calories,” “learn a new language,” “book a babysitter tonight”).

Reflect those intents in your product setup: expose them through App Intents on iOS, Engage SDK on Android, or clearly defined API actions.

2. Strengthen clarity and structure

Ensure your app clearly communicates what it does in both your store listing and technical documentation.

Agents and users alike need to recognize your app’s value at a glance.

3. Refresh your metadata and creatives for AI-driven discovery

Update descriptions to mirror how users naturally express their goals (e.g., “Help me focus while studying” instead of “Productivity timer”), and adapt screenshots and captions to emphasize outcomes rather than interface.

Use clear, human phrasing so both algorithms and users immediately grasp what your app helps them achieve.

4. Build deep linking and seamless onboarding

If ChatGPT or any agent directs a user into your app, you want them to land on the right page or flow.

Deep linking and contextual routing will help bridge conversational discovery with in-app experiences.

5. Track engagement beyond installs

As “in-agent” experiences grow, success metrics will even more move toward usage quality — completed actions, repeat interactions, satisfaction — instead of just download counts.

This shift aligns with what great ASO already strives for: user value, not vanity metrics.

6. Stay informed and experiment early

The ChatGPT app ecosystem is still young. Developers who test, observe, and learn early will shape how users discover apps in this new world. Subscribe to AppTweak’s newsletter for monthly insights and industry updates to stay ahead as the app landscape continues to change.

Conclusion

The ChatGPT app ecosystem marks the most significant evolution of app discovery since 2008. As discovery shifts from keyword searches to conversational intent, app visibility will depend not only on well-structured data and clear metadata, but also on how clearly your app communicates its purpose–to both users and AI.

ASO isn’t going away. It’s expanding beyond app stores and into the conversational ecosystems where decisions now happen. Visibility will increasingly hinge on how clearly your app describes its value, how seamlessly it connects through APIs and deep links, and how consistently users engage once they’re inside.

For marketers and developers, this means moving beyond store rankings to consider how AI systems interpret your app’s data, intent, and trustworthiness. Those who adapt early will define what “conversational ASO” looks like to stay visible wherever discovery happens next.