Apple Uses AI to Enhance App Store Discovery with Smart Tags

Apple is revolutionizing app discovery on the App Store by integrating artificial intelligence to generate descriptive tags that highlight specific app features and functionalities. Announced at WWDC 2025, this new system leverages large language models to analyze app metadata and other sources, creating tags that are then reviewed by humans before being applied.

These AI-generated tags will appear alongside traditional categories in search results, helping users uncover app features often buried in descriptions or screenshots. When users tap a tag, they are directed to a curated collection of apps sharing similar functionalities, enhancing the browsing experience beyond the existing “might also like” recommendations.

Developers retain control over their app’s tags through a new management page in App Store Connect, where they can approve or deselect tags. This ensures accuracy and relevance, while also providing insights into how their apps are discovered.

Apple’s use of AI doesn’t stop at tagging. The company is also introducing custom product pages tailored to specific search keywords, expanding app age rating categories, and extending offer codes to various subscription types. These enhancements collectively aim to improve app marketing precision and user experience.

Why AI-Driven Tags Matter for App Discovery

Finding the right app among millions can feel like searching for a needle in a haystack. Apple’s AI-generated tags act like signposts, pointing users directly to the features they want without wading through lengthy descriptions or irrelevant categories.

For developers, this means better visibility and more targeted discovery. Instead of relying solely on keywords or editorial picks, apps can be surfaced based on nuanced features recognized by AI, potentially increasing downloads and user satisfaction.

Moreover, by giving developers control over tags, Apple balances automation with human judgment, ensuring tags remain relevant and useful.

Broader Implications for App Marketing and User Experience

Apple’s AI enhancements reflect a growing trend where machine learning is used to personalize and refine digital marketplaces. By making app discovery more intuitive, Apple not only improves user satisfaction but also creates new opportunities for developers to reach their ideal audience.

The introduction of custom product pages and expanded offer codes further empowers developers to tailor their marketing strategies, driving engagement and revenue in a competitive ecosystem.

As AI continues to evolve, expect app stores and similar platforms to increasingly rely on intelligent automation to connect users with the right products faster and more effectively.