How to market an AI app: the store rules that shape it

Google Play’s AI-Generated Content policy covers content created by generative AI models from user prompts. Its examples are text-to-text chatbots where the chatbot is a central feature, apps that generate images from text, image or voice prompts, and apps that create voice or video recordings of real people. Google says the policy is not meant, for now, to cover apps that only host AI content, apps whose only feature is summarizing non-AI content such as a book, or productivity apps that use AI to improve an existing feature, such as suggested email drafts. Apple lists chatbots among the software an app may offer and makes you responsible for that software complying with its guidelines and applicable law. If your app falls under these rules, your marketing should describe what it actually generates.

Apple says you cannot use another developer’s icon, brand or product name in your app’s icon or name without approval from that developer, that apps which impersonate other apps or services violate the Developer Code of Conduct, and asks developers not to copy the latest popular app with minor changes to its name or UI. Google Play does not allow apps that impersonate any person or organization or misrepresent their primary purpose, and asks that the title, icon and description honestly represent what the app does. For an AI app, that rules out naming or styling the app as if it were a well-known AI assistant. Keywords and naming within the rules are covered in App Store keywords and the ASO checklist.

Apple’s guideline 5.1.2(i) says you must clearly disclose where personal data will be shared with third parties, including with third-party AI, and obtain explicit permission before doing so. If your app sends prompts, photos or documents to an outside model, that consent step belongs in onboarding before the first request, and your privacy policy, listing and website should say the same thing. It is also a message some users look for, so say plainly what is sent and what is not.

Google Play requires apps that generate content with AI to prevent restricted content, such as content that facilitates the exploitation or abuse of children or enables deceptive behavior, and to include in-app reporting or flagging so users can report offensive content without leaving the app; Google says developers should use those reports to inform filtering and moderation. Its examples of violating AI content include non-consensual deepfake sexual material, voice or video of real people that facilitates scams, content encouraging harmful behavior, demonstrably deceptive election content, bullying, apps primarily intended to be sexually gratifying, fake official documents and malicious code. Screenshots and ads that show your best outputs are fine; outputs from categories on that list are not, and neither is an app built around them.

The usual store tools still apply to an AI app’s listing; see how to promote an iOS app and how to promote an app on Google Play, and for subscriptions, how to market a subscription app. Censuus ranks apps by the real visit traffic they draw on the web; adding your app is free on the submit page, and sponsorship raises placement and adds a followed link to your website, see the sponsor page. We do not promise downloads or store rankings, and this guide is not legal advice.