Over the past few years, a bold claim has been circulating in the mobile growth space: “ASO is dead.”
With AI-driven discovery, rising user acquisition costs, and complex & fast-changing app store algorithms, many teams are questioning whether app store optimization still works.
But is ASO actually dead, or has it simply evolved?
In this webinar, we explored how app growth works in 2026, including the role of AI, AEO (AI engine optimization), paid UA, and conversion optimization.
Speakers
- Niek Leermakers, Director of SEO & ASO at AirHelp
- Luisa Ronchi, Head of Marketing at Applica
- Marina Anton, App Acquisition Lead at Interactive Investors
- Mykyta Haidaienko, ASO Lead at Applica
- Host: Lina Danilchik
Watch the webinar: ASO & App Growth in 2026
Why Do People Think ASO Is Dead?
One of the key discussion points was why so many teams believe ASO is no longer effective.
The answer lies in how much app discovery has changed between 2024 and 2026.
As Mykyta Haidaienko (ASO Lead at Applica) explained during the discussion:
“The platform itself changed… there are new placements, new blocks… and the algorithm itself changed.”
He also emphasized that app stores are no longer limited to metadata:
“They’re not looking only at the keyword field, but also looking at the whole thing.”
Traditional ASO focused heavily on:
- keyword optimization
- metadata updates
- ranking positions
Today, those elements still matter, but they are no longer enough to drive growth on their own.
How App Discovery Changed (2024–2026)
So, app stores are no longer simple keyword-driven environments.
Modern app discovery is influenced by:
- AI-driven recommendation systems
- user behavior and engagement signals
- conversion rates
- paid traffic inputs (UA signals)
This shift means that visibility is no longer just earned through keywords: it’s calculated based on multiple signals across the funnel.
ASO in 2026: Beyond Keywords to Conversion & Signals
As Niek Leermakers (Director of SEO & ASO at AirHelp) noted during the panel:
“Organic discovery really happens also outside of the app stores… it all connects.”
He highlighted that signals now go beyond traditional ASO:
“Engagement now is a very important ranking factor.”
Factors that influence organic discovery include:
- store listing conversion rate (CVR)
- creative performance (screenshots, videos)
- retention and engagement signals
- traffic quality
In other words, ASO has become a system, not a tactic.
The Role of Conversion Optimization (CRO) in ASO
Conversion optimization is now a core part of app growth.
Mykyta Haidaienko pointed to how product performance directly impacts visibility:
“If you’re not matching their expectations on monthly active users, daily active users, overall engagement, they will notify you that you're underperforming.”
He also shared a practical example:
“Once we fixed the issues on the app side, we suddenly appeared in organic results.”
This shift makes tools like:
- Custom product pages(CPPs)
- A/B testing of creatives
- messaging optimization
critical for both organic and paid performance.
How Paid UA Impacts Organic Growth
Another key insight: paid user acquisition (UA) and ASO are deeply interconnected.
We still treat paid and organic as separate, but they influence each other constantly.
As Luisa Ronchi (Head of Marketing at Applica) shared:
“When we started running Google App campaigns… the organic rankings went up right away.”
She clarified the relationship:
“It’s one of those signals that will support your organic rankings, but it doesn’t do the job alone.”
Paid UA contributes to:
- increased traffic signals
- improved conversion data
- faster testing cycles
This means that app growth strategies must integrate UA and ASO, rather than treating them as separate channels.
AEO: Optimizing for AI-Driven App Discovery
With the rise of AI, a new concept is emerging: AEO (AI Engine Optimization).
AEO focuses on optimizing how apps are discovered through:
- AI-driven recommendations
- search assistants
- algorithmic content interpretation
This includes:
- clear positioning
- structured content
- strong behavioral signals
Niek Leermakers explained AEO with a concrete example:
“You as a brand… are being recommended by an AI assistant.”
He described the shift in discovery:
“AI models can actually now act as the gatekeeper.”
What High-Performing App Teams Do Differently
Marina Anton (App Acquisition Lead at Interactive Investors) highlighted the shift in team structure:
“Nowadays, the team should be together: ASO and UA should function in synergy.”
She added why this matters:
“You get so many insights from UA… top-performing creatives, conversion rate… and you can translate that into ASO.”
Other experts also highlighted how top teams are adapting to the new landscape.
They:
- treat ASO, UA, and product as one system
- prioritize conversion and experimentation
- invest in creative testing and CPPs
- focus on signal quality, not just traffic volume
Creatives & Conversion
Marina Anton emphasized the role of store assets:
“The creatives are really, really important in terms of conversion rate.”
She also highlighted prioritization:
“The first two screens are really important – that’s where you have your value proposition.”
Future of App Stores
Luisa Ronchi shared her perspective on where app stores are heading:
“The app store search bar will become an AI agent… you will be able to ask anything and get app recommendations.”
Key Takeaways for App Growth Teams
If you're working on mobile growth, here’s what to focus on:
- Move beyond keyword-only ASO strategies
- Invest in conversion rate optimization (CRO)
- Align paid UA and organic growth efforts
- Start experimenting with AI-driven discovery (AEO)
- Build a full-funnel growth system
Final Thoughts: The Future of App Growth
App growth in 2026 is no longer about isolated tactics.
It’s about how everything works together: systems, signals, and continuous experimentation.
The teams that recognize this shift, and adapt to it, will outperform those still relying on outdated ASO playbooks.
If you want to dive deeper into these ideas and hear real examples from the discussion, you can watch the full webinar recording here: ASO Is Dead? The Truth About App Growth in 2026
And if you’re looking for a mobile growth partner to help scale your app, feel free to book a 30-minute call with our CEO.
FAQ: ASO and App Growth in 2026
Is ASO still relevant in 2026?
Yes, ASO is still relevant, but it has evolved into a system that includes conversion optimization, AI signals, and paid traffic influence.
What is the difference between ASO and AEO?
ASO focuses on app store visibility and installs, while AEO focuses on optimizing for AI-driven discovery systems and recommendation engines.
What matters more: ASO or paid UA?
Neither works in isolation. The most effective strategies combine ASO, paid UA, and conversion optimization into a unified system.
How do I improve app store conversion rate?
You can improve conversion rate by optimizing:
- app visuals (screenshots, videos)
- messaging and positioning
- Custom Product Pages (CPPs)
- A/B testing
