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Artificial intelligence is redefining ASO: a revolution in app visibility
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At WWDC (Apple Worldwide Developers Conference) 2025, Apple announced a development that could be a game-changer for those of us in the app industry. Not only is Artificial intelligence coming to their devices, but it will also influence how apps are discovered on the App Store. While this may sound technical, it marks a complete shift in how apps are ranked and found within the store.
The most important new feature is App Store Tags, which change the way ASO works. This tool uses AI to classify apps based on their actual functionality, not just the keywords used in their listing.
So, how will the new tags work?
Rather than relying solely on the keywords defined in our ASO strategy, Apple will use AI to analyze the behavior and functionalities of each app, assigning relevant tags based on real usage. This means that these new tags can reveal information that may be hidden in an app’s listing elements.
For instance, if your app assists with managing Wi-Fi networks or safeguarding online accounts, the AI will detect this even if it is not explicitly mentioned in the app’s metadata. These tags will group together apps that solve similar problems, with the aim of improving the user’s search experience.
So, what changes for ASO?
This is where things get interesting for those of us focused on app visibility.
Until now, our efforts have centered on optimizing titles, subtitles, keywords, screenshots, ratings, and so on, to improve visibility in the store. However, with this new AI-powered layer, the app’s internal functionality will also play a key role. This means that an ASO strategy focused solely on optimizing the listing will no longer be enough. Apps will need to demonstrate their value through actual usage.
This feature is expected to be rolled out gradually throughout 2025, so there’s still time to review the in-app experience: Are the features clear from the outset? Does the navigation quickly and clearly explain what the app is about? Is the user experience well designed?
In any case, this update won’t eliminate the need for traditional ASO, but it will complement it. It will still be important to optimize titles, choose strategic keywords, create appealing visuals, and encourage positive reviews. However, it will also be crucial for the app to ‘speak for itself’ through its functionality. We’ll need more comprehensive ASO plans where content, functionality, user experience (UX) and marketing are more closely aligned.
One of the major hurdles in the mobile ecosystem has always been visibility. Valuable apps have often gone unnoticed due to a lack of marketing budget or poor optimization. This automatic tagging system aims to change that by highlighting useful apps, even if they are not perfectly marketed.
1. What are Apple’s automatic tags?
They are AI-generated tags that classify apps based on what they do and how users interact with them.
They are AI-generated tags that classify apps based on what they do and how users interact with them.
2. Does this eliminate the need for keywords?
No. Keywords are still important, but now they’ll share the spotlight with automatically generated tags.
No. Keywords are still important, but now they’ll share the spotlight with automatically generated tags.
3. How will I know what tags my app has?
Apple hasn’t confirmed whether developers will be able to see the tags, but tools are expected to be available in App Store Connect.
Apple hasn’t confirmed whether developers will be able to see the tags, but tools are expected to be available in App Store Connect.
4. Can this affect my app’s visibility?
Yes, and positively—if your app delivers on its promise. AI tags can help you reach new users without changing anything in your listing.
Yes, and positively—if your app delivers on its promise. AI tags can help you reach new users without changing anything in your listing.
5. Is this already active?
Apple announced this feature at WWDC 2025, and it will roll out gradually throughout the year.
Apple announced this feature at WWDC 2025, and it will roll out gradually throughout the year.
Paid and Own Media Lead Telefónica Innovación Digital. Especialista en campañas publicidad online, con experiencia de 10 años en ejecución, optimización y análisis en todos los canales digitales.
