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 acquiring users but activating them. Our mobile app development and AI solutions work is built to support exactly this: experiences that engage and convert.

Conclusion

Embrace AI in the app experience and in how you market it. Understand your users, highlight what makes your app valuable, and optimise for in-app actions. For more, see our blog and services.

Sources

Top digital marketing trends and predictions for 2025 — Think with Google (App marketing 3.0, AI, in-app actions).

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App Marketing 3.0: AI-Powered Engagement in 2025