Gartner predicts AI assistants will cut mobile app usage by 25% by 2027
Bad news for marketers who have heavily invested in mobile app channels in recent years. Gartner, a leading research firm, forecasts a significant decline in mobile app usage by 25% in 2027. This shift is attributed to the increasing influence of AI assistants such as Apple Intelligence, ChatGPT, Google Gemini, and Meta AI, which are expected to take over various functions currently performed by mobile apps.
Emily Weiss, Senior Principal for the Gartner Marketing Practice, advises Chief Marketing Officers (CMOs) to prepare for the potential impacts of this trend. Brands with low app engagement and retention are likely to be the first to feel the effects, while brands not heavily reliant on app revenue may see a decrease in app development costs.
The Impact on Data Collection and User Engagement
The transition to AI-powered solutions extends beyond mobile apps. Gartner predicts that by 2026, over one-third of web content will be tailored for Gen-AI powered search. This trend is evident in the 2024 CMO Spend Survey, where CMOs have allocated a significant portion of their digital marketing budgets to search, which remains a primary source of traffic for commercial websites.
CMOs are urged to adapt to these changes by hiring talent with AI expertise. Understanding how AI influences content performance in search algorithms and investing in search and content talent with AI skillsets will be crucial for navigating this evolving landscape.
Shift in Digital Marketing Budgets
Gartner also predicts a reallocation of digital marketing budgets, with a projected 30% shift from paid social to subscription-based channels by 2028. This shift is driven by changes in consumer media behaviors, as individuals move towards subscription-based platforms rather than traditional social media channels.
Closed-group subscription channels offer an alternative for both consumers and content creators seeking to engage beyond algorithm-driven platforms. Brands can leverage platforms like Substack, Patreon, and Discord to reach relevant audiences who actively consume self-selected content.
Future of Customer Data Collection
By 2027, Gartner anticipates that 85% of customer data will be collected through automated or AI-led interactions. As AI models continue to evolve and become more capable, marketers will need to determine how to trust AI agents to act on behalf of both the brand and customers across various touchpoints.
As the role of AI in marketing continues to expand, it is essential for marketers to stay abreast of these developments and leverage AI technologies effectively within their strategies and campaigns.
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