App discovery is changing — and AI is accelerating the shift.
In this App Talk interview, David Murphy speaks with Dave Bell, CEO at Gummicube, about how artificial intelligence is transforming the way users search for and discover apps inside and outside the app stores.
Dave explains why search is becoming more personalized and conversational, how natural language queries are reshaping rankings, and why the era of “one keyword to rule them all” is over. The conversation also explores the growing influence of large language models like ChatGPT and Gemini, Apple’s decision to make the App Store fully crawlable on the web, and what this means for ASO strategy moving forward.
If you care about app visibility, organic growth, and the future of search, this is a conversation worth watching.
00:12 – Introduction and the evolution of ASO
01:13 – How AI is changing app store search
02:28 – From keywords to dynamic, personalized queries
03:28 – Natural language search and user behavior shifts
04:13 – Why traditional keyword strategies are breaking
05:23 – How LLMs like ChatGPT influence app discovery
07:29 – Apple opening the App Store to web indexing
08:38 – The future of AI-driven app visibility
