AI-Driven Changes Will Reshape Mobile Engagement, Social Media Budgets, and Consumer Data Collection by 2027

According to Gartner Inc. mobile usage is expected to drop 25% by 2027 due to AI assistants. Many users are going to use AI assistants like ChatGPT, Google Gemini, Apple Intelligence and Meta AI to perform a lot of functions that they were doing on many apps previously. In the future, many app companies are also going to get partnered to create shared apps which will help apps reach more users and will help split the cost for developing and maintaining apps.

Emily Weiss from Gartner says that CMOs should start planning the future with less mobile app usage, and brands with low app engagement are going to be the ones most affected by it. Brands that depend on apps can face challenges if users start engaging more with AI assistants for services. If an app is losing users, it means losing first-party data and the ability of brands to reach out to people through their mobile notifications.

Gartner’s 2024 CMO Spend Survey finds that a lot of website traffic is driven by search, followed by direct visits. This means that any change in algorithm can also result in search traffic which will negatively impact businesses. If CMOs want to adapt to this change, they will have to hire individuals with GenAI expertise to monitor how AI-driven changes are affecting content performance in search algorithms. It is also becoming important to invest in upskilling teams to create and optimize content that can help in rankings with evolving search technologies because by 2026, more than one third of web content will be created for Gen-AI powered search (this means content will be optimized for AI algorithms that understand user intent, instead of optimizing it for regular search engines results like Google or Bing).

By 2028, 30% of the social media budget of marketers will be shifted on advertising and partnerships on subscription based platforms. Users will be moving away from traditional social media to platforms like Discord and Patreon because they offer more self-selected audiences and are also more engaging which makes them attractive for brands to advertise. It is also predicted that 85% of the consumer data is going to be collected through automated interactions or AI driven agents by 2027 and brands will rely on them for future customer interactions. Marketers will have to make strategies about their usage and will have to know when to trust those AI agents in roles which require interacting with customers.

Image: DIW-Aigen

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by Arooj Ahmed via Digital Information World