diff --git a/.github/workflows/release.yaml b/.github/workflows/release.yaml
index c392f8e8..e7bb3ada 100644
--- a/.github/workflows/release.yaml
+++ b/.github/workflows/release.yaml
@@ -17,12 +17,13 @@ jobs:
       - name: Build Image
         run: |
           IMG=awx-operator:${{ github.event.release.tag_name }} make docker-build
+          docker tag awx-operator:${{ github.event.release.tag_name }} awx-operator:latest
 
       - name: Push To Quay
         uses: redhat-actions/push-to-registry@v2.1.1
         with:
           image: awx-operator
-          tags: ${{ github.event.release.tag_name }}
+          tags: "${{ github.event.release.tag_name }} latest"
           registry: quay.io/ansible/
           username: ${{ secrets.QUAY_USERNAME }}
           password: ${{ secrets.QUAY_TOKEN }}
diff --git a/Makefile b/Makefile
index 126181b0..ad2ba1a6 100644
--- a/Makefile
+++ b/Makefile
@@ -3,7 +3,7 @@
 # To re-generate a bundle for another specific version without changing the standard setup, you can:
 # - use the VERSION as arg of the bundle target (e.g make bundle VERSION=0.0.2)
 # - use environment variables to overwrite this value (e.g export VERSION=0.0.2)
-VERSION ?= devel
+VERSION ?= latest
 
 # CHANNELS define the bundle channels used in the bundle.
 # Add a new line here if you would like to change its default config. (E.g CHANNELS = "candidate,fast,stable")
diff --git a/config/manager/kustomization.yaml b/config/manager/kustomization.yaml
index 1218bd19..d094b2ae 100644
--- a/config/manager/kustomization.yaml
+++ b/config/manager/kustomization.yaml
@@ -11,4 +11,4 @@ kind: Kustomization
 images:
 - name: controller
   newName: quay.io/ansible/awx-operator
-  newTag: devel
+  newTag: latest