#261: How AI is reshaping app store search with Dave Bell, CEO at Gummicube

Search inside the app stores is changing — and AI is accelerating that shift.

In this episode, we speak with Dave Bell, CEO at Gummicube, about how artificial intelligence is transforming the way users discover apps.

Dave explains why search is becoming more conversational and intent-driven, how natural language queries are reshaping rankings, and why the era of optimizing for a single dominant keyword is fading. As users ask longer, more specific questions — both inside the App Store and through tools like ChatGPT — ASO strategies must evolve to reflect how people actually search.

If you’re responsible for app visibility, organic growth, or ASO strategy, this episode offers a timely look at where search is heading next. Without any further ado, let’s get started.

Today’s topics include:

• How AI is changing app store search behavior
• Natural language queries and intent-based ranking
• Why single-keyword optimization no longer works
• The growing role of LLMs in app discovery
• Apple opening the App Store to web indexing
• What AI-driven search means for future ASO strategy

Links and Resources:

• Dave Bell on LinkedIn
• Gummicube
• Business Of Apps - connecting the app industry

Quotes from Dave Bell

“It’s not about looking for the one keyword to rule them all. It’s not The Lord of the Rings — it’s about understanding all the ways users might search and find your app.”

“Users are really being retrained both in the way that they search for information and in terms of what results they expect from a natural search.”

“LM models are now including summaries and links to apps that best fit a user’s prompt, giving users a new path into the app stores.”

Host

Business Of Apps - connecting the app industry since 2012