While the potential of generative AI and broader AI applications in business continue to spark debate, 2025 will mark a turning point.
Particularly within marketing and app marketing these discussions will soon become obsolete. I strongly believe that 2025 will be a watershed moment for app marketers. Gone are the days of relying solely on intuition and guesswork. AI-powered tools are already empowering marketers with data insights, automating advertising campaigns and improving workflows. AI is already helping us be more effective and reach our desired target audience.
But first, let’s have a look at the broader tech and business landscape. The AI market is projected to soar to a staggering $1,339 billion by 2030. A recent MIT Technology Review Insights survey underscores this trend, with 94% of business leaders integrating generative AI into their software development processes. Similarly, a Forbes Advisor survey indicates that 64% of businesses anticipate a productivity boost from AI, while a Storyblok survey reveals that 63% of brands are leveraging AI to enhance their content marketing, SEO strategies, and website functionality.
These figures point to the fact that AI will no longer be an optional tool and will become an indispensable core of effective marketing strategies. You may not know it yet, AI is already the beating heart of successful strategies when it comes to app marketing. And the truth is that if AI doesn’t power your app’s marketing, you’re falling behind. Time, money, and countless opportunities are slipping through your fingers with every passing day you choose to remain on the sidelines.
AI supercharges your ROI
With AI marketers can consistently deliver exceptional returns on investment. AI can already reduce marketing costs by up to 20% and boost revenue growth by 10%, and these benefits will only grow as AI adoption accelerates.
Gone are the days of pouring money into unoptimised campaigns. AI will analyse user behaviour, campaign performance, and market trends to automatically adjust bids and budgets in real-time. This translates to pinpointing high-performing channels while pulling back from those delivering diminishing returns. This dynamic approach ensures your marketing budget is laser-focused on driving the highest possible ROI.
AI’s analytical prowess goes beyond just bidding. It will delve deep into user data to extract powerful insights about your custom product pages and keywords. By uncovering hidden patterns and user preferences, you will gain a crystal-clear understanding of what resonates with your target audience. This empowers you to refine your messaging, optimise your app store presence, and deliver the kind of content that truly converts.
It is worth noting that the advertising networks app marketers use are already AI-powered with the goal of spending the set budget. This makes it even more important to use approved third party platforms to help you optimise budgets to ensure you get the best return on your investment.
Save time on repetitive tasks that can be automated
I think all marketing professionals will agree that their workdays are getting busier and busier with no time to spare. It is a globally underappreciated fact. Juggling multiple tasks can leave precious little time for strategic thinking and creative exploration. This is where AI assistants and copilot technology step in.
Struggling to brainstorm engaging content for your next campaign or content for your App Store Optimisation (ASO)? Let AI be your muse. AI can help you analyse user data to understand current trends and predict what kind of content will generate the most interest. This doesn’t mean AI will replace human creativity; think of it as a brainstorming partner churning out a constant stream of ideas to spark your imagination.
No more wasting valuable hours on repetitive tasks like scheduling social media posts or managing ad schedules. AI can handle these mundane chores, freeing you to focus on more strategic initiatives.
Personalisation is key to attracting today’s digital-first mobile users. AI assistants can help you draft personalised messages, recommendations, and in-app experiences based on user preferences and behaviour. This level of individual attention can lead to a more satisfying user journey, boosting engagement and loyalty.
Seasonality will be a priority in 2025, and made easier thanks to AI
Seasonality in marketing is nothing particularly new. However, it still is an under-leveraged area in app marketing. It can significantly impact your app’s performance and give you a boost in users. And this can be achieved without an advertising budget. It can all be done organically when you have the right calendar event, great graphics and A/B testing.
As in the case of the Wargaming mobile game World of Warships: Legends a comprehensive analysis and testing strategy of seasonal Christmas-themed screenshots increased its conversion rate by an average 15% across three focus markets. During this testing period, there were no in-app events or paid user acquisition campaigns, allowing the performance changes to be directly attributed to the updated screenshots.
2025 will see app marketers take more advantage of seasonality as they work with tighter budgets. With the help of AI, seasonality will take on a whole new dimension. It will enable you to leverage historical data and user behaviour to predict not just major holidays, but also smaller, localised trends – these could be back-to-school seasons, specific sports events or cultural holidays. Not every calendar event will be relevant for every app, which makes A/B testing important to see what works. This requires constant monitoring and optimising. In 2025 and beyond, AI will help you with that. By factoring in these seasonal nuances, your app marketing campaigns will maintain a constant level of relevance and optimise engagement throughout the year.
An AI infrastructure
The above is just a fraction of what AI can and will do for marketers. The options and abilities will only increase as more businesses embrace AI. In app marketing embracing it is a no-brainer. It is such a competitive landscape that one person – or even a team of multiple people – can’t do everything. Out of the million apps on the App Store and Google Play, only a fraction are successful and even more importantly, only a fraction generate any profits. As budgets are squeezed, businesses will have higher expectations of marketing. AI can fill the gap and help maximise that ROI.
AI, however, is not a magic solution. To realise its full potential, marketers and businesses will have to invest in the necessary infrastructure, data, and talent. It’s not just a case of “implementing AI”. As an industry, we have to rethink the whole marketing infrastructure based on new emerging technologies such as AI which have a great impact on many areas such as ethics, app analytics, monetisation, performance forecasting, incrementality and beyond. That’s why at SplitMetrics we are committed to research and development in this area, to responsibly apply advanced ML/AI technologies, and set new industry standards to help marketers thrive in the era of AI.
Thomas Kriebernegg is General Manager of SplitMetrics Agency. He is an app enthusiast with over 15 years of experience in online marketing and a well-known keynote speaker. Thomas is a serial entrepreneur and an active member of the Austrian start-up scene. After seeing the boom in apps and app-based services, he spotted an opportunity to combine his extensive eCommerce and digital marketing knowledge to build a start-up within the emerging App Store Optimisation sector.
He has been heavily involved in supporting and building Austria’s startup ecosystem. He led Austria’s most successful kickstarter campaign (at the time of its close) for the Nuki smartlock. His interest in technology stems from a passion for gaming. At SplitMetrics, Thomas combines his passion for apps, leading teams and building AI-powered technology. His main goal is to help app developers & businesses accelerate the success of their apps.
