The Rise of AI App Discovery: What Happens When Search Stores Become Recommendation Engines

Authored by Kumar Saurav, Co-founder & Chief Strategy Officer, AdCounty Media

Earlier, finding the right app used to be a straightforward process. They would go to an app store, enter a keyword in the search field, and browse through the results to see which application(s) appeared to be matched to their needs. Although this method is still used, how users are discovering new apps is shifting. As AI technology advances, app stores will become more than just a place to enter a search term and get a list of applications. They will become intelligent recommendation engines that will use user preference, behaviour and needs to determine the best apps for that user.

Traditional app discovery was largely dependent upon keywords, download numbers, and user reviews. Even though these criteria are still helpful, they often do not produce app discovery that matches the user’s expectations since two users can search for similar types of apps but have completely different requirements of what they are looking for. AI-based app discovery will allow for more relevant recommendations to users.

Modern recommendation systems provide unique insights into people’s behavior through a variety of different signals such as what kind of content individuals have searched before, what type of mobile applications they typically download, their likes and dislikes relating to both online and offline activity, their hardware specifications for their devices, and even where most of their time is spent while browsing the internet. Rather than simply matching keywords, an AI is able to track all these different variables and find patterns that would help a user identify and suggest applications they are likely to find useful. In turn, this will provide users with a more individualized experience when it comes to finding apps.

The result of this process, for the user, is less time spent searching and more time using apps that meet their needs. For example, an individual looking for productivity-related apps would find them very easily by leveraging AI-enhanced recommendations to find ways of using applications that would not be apparent with conventional methods. The result is a much more natural process of users discovering applications in accordance with their routines and habits.

The change is also good for developers. Because older apps have a leg up in search rankings, this creates an issue for newer or smaller applications if they are trying to compete in traditional search rankings based on established brands. AI-driven recommendation systems allow these quality applications to connect with their target audience through the basis of functionally and user engagement, rather than purely on popularity, which gives newer or smaller innovative applications greater opportunities for visibility and connecting with users who will find them of value.

Also, as the app industry moves forward, many developers are focusing on the experience of their users when using their app by creating a higher priority in the importance of providing a meaningful experience to their users through their developments. This is in part due to the fact that users will continue to use the app long after the app was downloaded, thus creating a need for developers to focus on user satisfaction and engagement with their applications over the length of time they use them.

App discovery will be more intelligent in the future. As AI technology continues to advance, the way we discover applications will also become significantly more intelligent. New recommendation engines may one day possess an even deeper understanding of user intent; provide better context when suggesting applications; and adapt based on fluctuating needs or preferences over time. In many cases, consequently, finding the right set of digital tools will be faster, easier, and more relevant than ever before.

In general, the way that app stores are evolving reflects a much broader trend toward increasingly intelligent assistance in the digital realm. Instead of only returning a simple listing of search results, artificial intelligence provides users with increased confidence as they navigate the growing sea of applications in an ever-expanding market. As recommendation systems continue to mature, they will almost certainly drive even greater numbers of individuals to the applications that best assist them on a daily basis.