Google is revamping its Play Store with AI-driven enhancements to create a smarter, more personalized experience for users. This update introduces a redesigned Apps tab, a new Play Games experience, and a tailored tab for your interests, all powered by Gemini AI. These changes aim to make the Play Store a go-to destination for apps, games, and cultural content, while leveraging AI to improve engagement and convenience.
The update builds on recent additions like the 'Watch' and 'Listen' tabs, which curate content based on user preferences. Google Play Games VP Aurash Mahbood emphasized that the platform is designed to connect users with content that aligns with their needs, whether it’s streaming shows, exploring games, or discovering new media. For over 4 billion users, Google Play is more than just an app store—it’s a gateway to entertainment and information.
AI-powered features are central to this overhaul. The Guided Search function allows users to find apps or games by typing in a goal (e.g., “find a home” for real estate apps) instead of searching by name. The Apps tab now includes ‘curated spaces’ focused on seasonal themes or personalized interests, such as WNBA content in the U.S. or video content tailored for Korean users. These spaces pull content from multiple apps, blending recommendations with diverse formats like movies, TV shows, and short-form videos. Google notes that short-form content is the most consumed media on smartphones, making this feature particularly relevant.
A new ‘You’ tab aims to deepen user interaction by offering a centralized hub for subscriptions, rewards (like Play Points), recommendations, and updates. It will also suggest content based on your interests—movies, podcasts, or books—and help you return to what you were engaging with earlier. Gamers will see their profiles in this tab, which tracks stats, achievements, and device-specific data, with the option to customize a Gen AI avatar.
The Games tab has also been upgraded, with a focus on AI-assisted gameplay. The Play Games Sidekick, an AI-enabled overlay, provides real-time guidance for gamers, such as troubleshooting stuck moments or finding tips. This feature builds on Google’s DeepMind collaboration, where AI agents were developed for gaming. Mahbood explained that the Sidekick uses Gemini’s audio-to-audio model to understand context, offering quick responses and encouragement without interrupting gameplay.
The Sidekick will curate gaming-related info, such as event updates or developer news, in one place. Initially available in EA and Netmarble titles like Star Wars: Galaxy of Heroes and FC Mobile, it’s set to expand to other games. Enhanced Game Detail Pages will showcase title details, ongoing events, and offers, with users able to ask questions and share answers on these pages.
Finally, Google is retiring the beta version of its Play Games on PC offering, which brings over 200,000 titles to Windows desktops. While the update highlights innovation, it also raises questions about balancing personalization with user control, especially as AI becomes more integrated into daily interactions. Whether this shift enhances or complicates the Play Store experience remains a topic of debate, inviting users to explore how AI can reshape their digital habits.
