Less use of mobile applications, one of the effects of AI on digital habits according to Gartner

Jane Anderson
Jane Anderson
Chatbot en un teléfono móvil

Tools such as Apple Intelligence, ChatGPT, Google Gemini or Meta AI will be the ones that users use in the near future to perform many of the functions that until now they performed with smartphone applications. And one of the effects that the consolidation of artificial intelligence will have on consumer behavior will be less use of mobile apps.

This is what he points out Gartner among your marketing predictions. According to the consulting firm’s analysis, by 2027 the Use of mobile applications will decrease by 25% as a consequence of the use of AI assistants. This, in part, will be one of the reasons that lead companies, as Gartner points out, to create associations or application consortia to reach more users and reduce the costs of app creation and maintenance.

Less app use will reduce companies’ ability to collect first-party data

The consulting firm points out that marketing directors must plan their strategies for scenarios with less use of mobile applications. Gartner explains that brands with low level of interaction and retention in applications will probably be the first to be affected. He also points out that the growing use of AI assistants can be positive for those brands that do not depend too much on generating revenue through apps, since application development costs could decrease.

On the other hand, other brands may be seriously impacted by the adoption of artificial intelligence. Gartner points out that the loss of users in mobile applications could lead to a Less personal data collection and, therefore, a lower ability to adapt offers to consumer preferences. It also indicates that the ability to impact users through push notifications mobile phones, which could compromise companies’ communications and sales.

Along with a reduction in the use of mobile applications, the adoption of artificial intelligence will also pose challenges in the field of Online positioning and search strategies. Online search is one of the main sources of traffic for brands and they allocate a large part of their marketing budgets to it. However, the new search model based on artificial intelligence presents a new panorama.

Changes to major search engines could lead to a negative business impact for many businesses, which will need to adapt to the new model with due diligence. new talent, adaptation of capabilities and positioning strategies focused on conversational models. The goal should be to become familiar with creating and optimizing content for AI tools and ranking in new search algorithms. According to Gartner, by 2026 more than a third of web content will be created for search powered by generative artificial intelligence.

On the other hand, the penetration of artificial intelligence tools among users will lead many brands to create their own AI assistants to maintain automated interactions with consumers and clients. However, as attendees evolve, they will have less human intervention, which will pose challenges for brand management. Marketers will need to determine when and how they can rely on AI agents to act on behalf of the brand and with customers in key areas.

Although not directly linked to artificial intelligence, another change in consumer behavior that will affect brands is the use of social networks. And there is a certain boredom with large networks that is resulting in the search for smaller, more sophisticated communities and other entertainment options, such as subscription platforms.

That is why, with the aim of boosting their reach and engagement, Gartner estimates that by 2028, marketers will allocate 30% of their social media budget to advertising and collaborations with subscription-based channelssuch as Substack, Patreon and Discord. Companies can lean on creators who use these environments to better reach their target audiences, where they are more likely to engage with the content they themselves have chosen to pay for and consume.