Could Marketplace Become an AI Discovery Agent?

Today, customers still find apps in Marketplace by searching keywords or browsing categories. In a large catalog like the Marketplace, that often feels like guesswork. Publishers describe similar solutions differently, and customers rarely know the exact keywords to use.

Many customers end up scrolling through listings, getting tired, and leaving. When that happens, we as publishers never get the chance to connect with them.

What if Marketplace used AI to change that?

Instead of searching, customers could simply describe what they need:

“I need a time-tracking app that works natively in Microsoft 365 and Microsoft Teams, has light project management, follows our security policies, and keeps all company data inside our tenant in line with General Data Protection Regulation (GDPR).”

An AI agent could instantly suggest the best matching apps and guide the customer directly to Get it now.

And maybe the next step is even bigger:

What if Marketplace became an agent or coworker for Microsoft Copilot, helping users discover and install the right apps simply by asking?

Curious what others think—could this be the future of Marketplace discovery?