Google revamps its Play Store with AI features and more

On Tuesday, Google announced significant updates to the Play Store, aiming to enhance personalization and boost user engagement. Key features include a new design for the Apps tab, a revamped Play Games experience, an interest-oriented tab dubbed “You,” and advanced functionalities driven by Gemini AI.

This update builds upon previous features that aimed to establish the Play Store as a comprehensive destination for entertainment and utility. As highlighted by Google Play Games Vice President and General Manager Aurash Mahbood during a recent TechCrunch press briefing, the changes are designed to present users with tailored content—be it apps, games, videos, or other media that aligns with their interests.

“With over 4 billion users, Google Play serves as a crucial gateway for discovering a wide variety of content. Our goal is to enhance user engagement with apps and media that cater to their needs,” Mahbood stated in the press briefing prior to the rollout.

Enhanced AI Search and Revamped Apps Tab

One of the standout features is the introduction of Guided Search, enabling users to discover apps or games by inputting goals or themes instead of specific names. For instance, entering “plan a vacation” directs users towards travel-related applications.

The Apps tab will now showcase “curated spaces” that spotlight seasonal topics and content tailored to user interests, aggregating data from various apps. For example, U.S. users might see highlights of WNBA-related content.

This enhancement follows the introduction of similar curated areas in regions such as India and Japan, featuring local interests like cricket and comic books, respectively. In South Korea, users will enjoy a curated space centered around video content, which integrates films, TV series, and short-form videos, capitalizing on the popularity of bite-sized media on smartphones.

Introducing the You Tab for Personalization

The newly introduced You tab is designed to foster frequent engagement with the Play Store by serving as a central hub for managing subscriptions, rewards (such as Play Points), personalized recommendations, statistics, and updates.

This tab emphasizes personalized suggestions for movies, podcasts, audiobooks, and encourages users to revisit previously consumed content. Gamers will have access to tailored gamer profiles showcasing their achievements and stats across different games, with an option to customize their avatars using Gen AI technology.

Revamped Games Tab and the AI Sidekick

<pFor gamers, the newly launched Games app, revealed alongside Apple’s iOS 26 release, introduces a dedicated Games tab centralizing stats, achievements, rewards, and community interactions.

Introducing Play Games Leagues, users can challenge friends and vie for Play Points rewards. The inaugural league features the popular game Subway Surfers, occurring from October 10 – 23.

The highlight, however, is the AI-enabled Play Games Sidekick. This in-game overlay, powered by Gemini Live, delivers real-time gaming assistance. Players can seek guidance directly within their games, eliminating the need to exit for external tutorials.

Utilizing cutting-edge AI technology, the Sidekick provides context-aware support, helping gamers with strategies and tips when they face challenges. Mahbood explained, “The Sidekick leverages the latest Gemini technology to stay contextual, giving players swift responses and motivation to continue playing.”

Furthermore, the Sidekick organizes valuable gaming resources and information, permitting users to remain immersed in their gaming experiences. Initially, the feature will be available in titles from EA and Netmarble, such as Star Wars: Galaxy of Heroes, FC Mobile, and Solo Leveling: Arise.

Other updates include enhanced Game Detail Pages that feature ongoing events, developer news, and special offers. In the coming month, players will be able to engage with their peers by asking questions and sharing insights directly on these pages.

Additionally, the long-anticipated Google Play Games on PC will be fully launching today, bringing over 200,000 titles to Windows desktops after completing its beta phase.