How Flo Used AI Agent Iris for Keyword Strategy and Market Insights in Search Results on Apple Ads

Flo is the #1 women’s health app that helps millions of women improve their well-being through data-backed, personalized insights.

Always exploring ways to work more efficiently, Flo partnered with SplitMetrics to test Iris — the first AI agent for market intelligence on campaigns in Apple Ads. 

Why Flo Decided to Try Iris Out 

Flo’s team participated in the Iris beta to explore how AI could help streamline keyword research, accelerate competitive analysis, and surface actionable market insights for search results ads on the App Store — all without disrupting their existing strategy.

Rather than solve a specific pain point, the goal was to evaluate whether Iris could enhance day-to-day operations and speed up competitor research.

Key Takeaways from the Iris Trial

Over the 7-day trial, Flo explored a wide range of Iris capabilities — from keyword exploration and bid recommendations to competitor activity.

Key highlights included:

• Clear competitor insights: Iris quickly answered the team’s questions about which apps were bidding on specific keywords or operating in certain markets based on publicly available signals and inferred market activities.
• Topic-based keyword and bid suggestions: The AI agent grouped keywords by topic, showed organic rankings and search popularity, and suggested bid ranges — all of which made research faster.
• Everything in one place: Keyword relevance, bid recommendations, and performance data insights were all available through Slack — no need to switch between tools.

The Value Flo Sees in Iris

Flo sees clear potential for Iris to become part of their regular toolkit.The AI agent speeds up competitive research, surfaces relevant insights fast, and gives recommendations on keyword strategy. Iris helps the team spot growth opportunities, answer internal questions with speed, and stay focused on what drives results.