Google is adding a way for Android users to run apps they make with Google AI Studio without publishing them on Google Play. Announced Tuesday, the feature lets users launch personal apps on their devices through a standard Google account while keeping them private.
Only an app’s creator can access it, and it won’t appear in Play Store search results or listings. The apps must still follow Google Play’s existing policies.
The change removes a hurdle for people who use AI to build apps for their own needs. Until now, running a self-built app on Android meant publishing it on Google Play, where it could be exposed to the store’s roughly 3 billion users. The source says this led many people to make web apps that work across devices instead of native Android apps. Google says users can now vibe-code an app with Google AI Studio and run it for themselves.
At first, the feature will be limited to U.S. users aged 18 and older. Google says that in the coming months, creators will be able to share their apps with a trusted group of friends. Those apps could be made for family, friends, or a child’s T-ball league, and shared with a small group without being published publicly on the Play Store.
If an app gains popularity, its creator will be able to make it available to everyone on Google Play after it passes trust and safety reviews. Private use, sharing with trusted people, and public release are separate steps.
Speaking at a press briefing before Tuesday’s launch, Sam Bright, Google’s VP and GM for the Google Play and Developer Ecosystem, said: “That’s why the future of apps on Google Play is personal, secure, and built by everyone – and it’s why Play is leading the charge and moving from ‘there’s an app for that’ to ‘there’s an app for me,’” He added: “We started Google Play with a simple goal: to connect you with the apps you love. But after today, we hope it’s clear: Play has evolved to become so much more than that.”
Related to AI’s impact on app development, Google said it is building better ways to curate the Google Play experience. One example is Game Finder, a personalized game recommendation engine that uses Google AI to suggest games based on each user’s preferences and information drawn from Google’s community of 1.2 billion players. It will initially be available in the U.S. in English.
Users will also be able to create game lists, ask questions in the new Community Posts section, and join Sprints, which are 48-hour gaming challenges.
Ask Play, the Play Store’s built-in AI assistant, is being updated to compare similar apps and point out their main differences. Google Play apps and games will also be more closely integrated into Gemini conversations.
These changes are rolling out alongside Google Play’s new age-range feature. Parents can share a child’s age range with developers, without providing the exact birthdate, to help developers offer an age-appropriate experience.
