App Marketing 3.0: AI-Powered Engagement in 2025

The focus has shifted from installs to in-app actions—spend, discovery, live engagement. AI is powering the experiences that drive those actions.

The app landscape has moved from prioritising installs to driving daily active users—and now to specific in-app actions: spend, discovery, and live engagement. As Think with Google outlines, 2025 will be about driving those actions inside the app, with AI powering the experiences that encourage them. Examples like Duolingo's Birdbrain and Spotify's AI DJ show how AI can deepen engagement. For brands with mobile app development in their roadmap, app marketing 3.0 is the new playbook. Clarity and Targeting Showcase the value of AI-powered features on your app store page and in ads—clarity is key. Not every download leads to in-app actions, so refine targeting to reach users most likely to engage: those who've shown interest in similar features or are more likely to make in-app purchases. Combining AI-driven experiences with push notifications and subscription models can guide users toward the actions that matter for your business. Why It Matters for Growth Unified digital strategy and growth increasingly depend on owned channels—and apps are a primary owned channel. Investing in both the product (AI, UX) and the marketing (store presence, paid, retention) ensures you're not just acqu