AI is headed to the Microsoft Store on Windows

Get ready for the complete takeover.


As Microsoft unveiled more of its plans for AI domination at its Build developer conference today, no aspect of its business will be left untouched by AI. In addition to bringing its "Copilot" to Windows 11 and Edge, the company also shared details on how it will be infusing the Store with AI, beginning with the new AI Hub.

This is a "new curated section in the Microsoft Store where we will promote the best AI experiences built by the developer community and Microsoft," the company said in a press release. It will use this area to "educate customers on how to start and expand their AI journey, inspiring them to use AI in everyday ways to boost productivity, spark creativity and more." Examples include apps like Luminar Neo, Descript, Podcastle,, Kickresume, and other services that let users tap AI to help them create content.

The Store will also get AI-generated review summaries that takes feedback left by other users on apps and games and generates a concise rundown of what was said. This way, people won't have to sift through the "thousands of reviews," that Microsoft says some popular apps have.

If you're a Windows Insider, you'll be able to try out a new feature in preview that will restore your Store app icons when you're transitioning to a new Windows 11 device. You'll have to be moving from a Windows 10 or 11 setup to begin with, and when you switch over, icons for your Store apps will "automatically get restored right where [you] had them — on the Start menu and Taskbar."

Developers will also be getting some AI support, like automatically generated keywords and suggested Search Tags in the Partner Center. This will use AI to "consumer your metadata, as well as other signals, and help you improve the discoverability of your app in the Microsoft Store search results." The company is also adding the ability to list your app in multiple categories.

Microsoft Store Ads are also expanding in a few ways. First, they'll be added to search results on Bing starting next month, so people using their browsers to look for stuff will also be aware of relevant Windows apps. Next month, they'll also be reaching outside the US market to more than 150 regions around the world. Developers will also get the option to display rich advertising in the spotlight section of the Store.

Most of the consumer-facing features announced for the Microsoft Store today will be available "soon," and more specific timeframes have yet to be shared. Still, it's clear the company is intent on bringing AI to every part of its business and all its products and the onslaught is nigh.