Google has introduced a feature that lets users run their own AI-built, or vibe-coded, apps on Android smartphones through Google Play without publishing them publicly. Users can build an app in Google AI Studio and install it on their device with their standard Google account, with the app hidden from Play search and listings and available only to its creator.
Until now, running a personal app natively on Android meant publishing it to the Play Store’s roughly 3 billion users, which pushed many vibe coders toward web apps instead. Personal apps must still comply with Google Play’s policies, and the feature is initially limited to U.S. users aged 18 and over.
Sam Bright, Google’s VP and GM for Google Play and the Developer Ecosystem, said the future of apps on the platform is personal, secure and built by everyone, and that Play has evolved well beyond its original goal of connecting people with apps.
In the coming months, users will be able to share their creations with trusted friends, and popular apps can eventually move to public release after trust and safety reviews.
Google is also expanding AI across Play, including Game Finder, a personalized game recommendation engine, app comparisons in its Ask Play assistant and deeper integration with Gemini.
