📲 An AI Revolution Is Sweeping Through Mobile Apps

The adoption of generative AI accelerated dramatically: installs grew by 16%, and spending reached $824 million. GenAI apps became the fastest-growing category on Android and 4th on iOS.

Marketers are rapidly deploying AI agents: 57% of implementations focus on technical automation, while 32% target business optimization.

User acquisition (UA) spending in the UK jumped 92% year over year. Globally, iOS UA spending grew 35%, while Android remained flat.

Global remarketing spend rose 37% (to $31.3 billion), accounting for 29% of all marketing investments.

Investments in new-user acquisition within the Shopping category grew 70% overall.