Is ASO Dead? App Growth Strategy in 2026 (AI, AEO & UA Explained)

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.

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: "The platform itself changed… there are new placements, new blocks… and the algorithm itself changed." 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, and ranking positions. Those elements still matter — but they are no longer enough to drive growth on their own.

How app discovery changed (2024–2026)

App stores are no longer simple keyword-driven environments. Modern app discovery is influenced by:

Visibility is no longer just earned through keywords — it's calculated based on multiple signals across the funnel.

ASO in 2026: beyond keywords, into conversion and signals

As Niek Leermakers (Director of SEO & ASO at AirHelp) noted: "Organic discovery really happens also outside of the app stores… it all connects." And: "Engagement now is a very important ranking factor."

Factors that influence organic discovery now include:

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: "If you're not matching their expectations on monthly active users, daily active users, overall engagement, they will notify you that you're underperforming."

A practical example from the panel: "Once we fixed the issues on the app side, we suddenly appeared in organic results."

Tools that matter for both organic and paid performance:

How paid UA impacts organic growth

Paid user acquisition and ASO are deeply interconnected. Luisa Ronchi (Head of Marketing at Applica): "When we started running Google App campaigns… the organic rankings went up right away." And: "It's one of those signals that will support your organic rankings, but it doesn't do the job alone."

Paid UA contributes to:

App growth strategies must integrate UA and ASO, rather than treating them as separate channels.

AEO: optimizing for AI-driven app discovery

A new concept is emerging: AEO (AI Engine Optimization). AEO focuses on optimizing how apps are discovered through AI-driven recommendations, search assistants, and algorithmic content interpretation.

Best practice includes clear positioning, structured content, and strong behavioral signals. Niek Leermakers: "You as a brand… are being recommended by an AI assistant." And: "AI models can actually now act as the gatekeeper."

What high-performing app teams do differently

Marina Anton (App Acquisition Lead at Interactive Investors): "Nowadays, the team should be together: ASO and UA should function in synergy." And: "You get so many insights from UA… top-performing creatives, conversion rate… and you can translate that into ASO."

Top teams:

Creatives & conversion

Marina Anton emphasized the role of store assets: "The creatives are really, really important in terms of conversion rate." And on prioritization: "The first two screens are really important — that's where you have your value proposition."

The future of app stores

Luisa Ronchi: "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

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.