App Growth: How AI Is Rewriting The App Marketing Playbook
As marketers continue to make the most of the AI tools at their disposal, the resulting benefits and efficiencies are blooming from nearly every corner of the marketing world.
And apps are no exception.
“Whether it is predicting behavior, optimizing creative, or identifying risks, AI is being woven into multiple layers of the app growth process,” says Branch’s 2025 State of App Growth report, which found cost is seen as the biggest hurdle in acquiring new app users. Factored along with privacy-focused changes and cookie concerns, Branch says, “the playbook for app growth has been rewritten,” making AI’s benefits all the more important.
Nearly half (48%) of those surveyed are using AI for predictive analytics to support app growth, with 46% using it for personalization, 46% for creative optimization, and 44% for generating copy and brainstorming ideas.
(Source: Branch)
“This points to a shift in how content is produced,” the report says, “with AI becoming a day-to-day collaborator in both strategic planning and execution.”
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