According to Gartner, the rise of AI assistants like Apple Intelligence, ChatGPT, Google Gemini, and Meta AI could lead to a significant 25% decline in mobile app usage by 2027. As consumers increasingly rely on these assistants for tasks traditionally handled by apps, the mobile app landscape is poised for a transformation.
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The impact of AI on mobile app usage and marketing strategies
The shift toward AI-driven interactions is expected to consolidate apps across brands, creating partnerships that reduce development costs while expanding user reach. However, this evolution presents challenges for marketers. Emily Weiss, Senior Principal at Gartner Marketing Practice, explains, “Brands with low app engagement and retention will be the first to feel the impact. This shift could benefit companies not heavily reliant on app-based revenue but may hurt those dependent on first-party data and push notifications.”
To adapt, marketers must focus on retaining users and leveraging AI to maintain engagement. Scenario planning for reduced app reliance is crucial, especially as first-party data collection diminishes and consumer behavior changes.
The rise of AI in content creation and customer data
Gartner predicts that by 2026, over one-third of web content will be created for AI-powered search. This underscores the need for digital marketers to upskill teams, focusing on optimizing content for AI-driven search algorithms. Additionally, by 2027, 85% of customer data is expected to come from automated interactions or AI-led agents, further emphasizing the role of AI in future marketing strategies.
Adapting to subscription-based channels
As consumer preferences shift away from traditional social media, Gartner forecasts that 30% of paid social budgets will move toward subscription-based channels like Substack and Patreon by 2028. Marketers must explore these platforms to maintain relevance and reach engaged audiences.
The rise of AI assistants signals a transformative era for digital marketing, requiring brands to embrace innovation and adapt to evolving consumer behaviors.
