Marketers are increasingly investing in generative AI apps, with spending projected to reach USD $824 million this year, according to AppsFlyer’s latest mobile app trends report. This marks a 16% rise in installs of generative AI apps on iOS and Android, making it the fastest-growing category on Android and fourth on iOS. The report highlights that 57% of AI agent deployments within marketing teams focus on technical automation tasks. Notably, a 92% year-on-year increase in user acquisition spending in the UK is attributed to substantial budgets from non-gaming advertisers. Additionally, iOS led with a 35% growth in user acquisition spend, while remarketing budgets surged 37% globally. The data suggests that marketers are prioritizing value and retention strategies, reflecting evolving conditions in the app economy. With data covering 32 billion paid app installs, AppsFlyer indicates that generative AI tools will increasingly shape app marketing and consumer engagement in future.
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