At Business of Apps London 2026, Simon Thillay, Head of ASO at AppTweak, and AppTweak’s VP of Product Michael Greppi explained that LLMs are changing app discovery by sitting before the App Store in the user journey. Over 50% of ChatGPT citations for app-specific prompts in the US reference an App Store page. Thillay noted that in 2026, there are too many apps, pushing users toward LLMs as a filtering layer. When a user submits a prompt, the LLM identifies entities and intent, builds a query fan-out of related variants, and pulls from its core trained knowledge base and live web retrieval, which includes websites, Reddit, Wikipedia, and App Store pages. After retrieval, the LLM scores chunks of content for relevance and produces a text answer. Measuring AI visibility by intent clusters gives a much stronger signal. Four concrete places to start are your website, App Store long description, listicles, and Reddit.