Ethan Lewis, CTO at Kochava, discusses below how the use of Gen AI allows for marketers to transform their strategies:
The intersection of AI and digital advertising to create truly engaging experiences across global audiences and cultures is reaching an inflection point. Companies everywhere are leveraging powerful trends in AI, Machine Learning (ML) and apps for performance marketing.
Today’s AI and ML technologies are allowing apps to understand speech, images and user behaviour more naturally. As a result, apps with AI capabilities are smarter and more helpful, and companies are using these technologies to create tailored experiences for customers, regardless of language or background. AI is levelling the playing field by making advanced data tools accessible to anyone, not just data scientists.
Many organisations are instituting internal restructuring with a focus on enhancing the developer experience. The aim is to leverage the full potential of AI for smart applications, providing universal access to advanced tech tools, while adapting to changes in app store policies. Engineering teams are spearheading the development of self-service platforms managed by product teams. The primary objective is to optimise developers’ workflows, speeding up the delivery of business value and reducing stress. These changes improve the developer experience which can help companies retain top talent.
From an overall organisational structure perspective, in pursuit of a more efficient and effective approach, organisations should focus on enhancing developer experiences, leveraging AI for intelligent applications, democratising access to advanced technologies and adapting to regulatory changes in app marketplaces.
Reimagining the future
The software and applications industry is one that evolves particularly quickly. The app market now represents a multibillion-dollar sector exhibiting no signs of slowing. This rapid growth and constant change presents abundant opportunities for developers to build innovative new applications while pursuing their passions. For app developers, monitoring trends provides inspiration for maintaining engaging, innovative user experiences.
As AI integration increases, standards will develop to ensure AI can automatically interface between applications. It will utilise transactional and external data to provide insights. Applications will shift from set features to AI-driven predictions and recommendations tailored for each user. This advances data-driven decision-making and transforms the experience for customers, users, teams and developers.
Democratising access to GenAI across organisations has the potential to automate many tasks, lower costs and create new opportunities. It changes the competitive landscape by making vast knowledge more accessible to anyone through natural language. Increased access to information is a big trend.
Changes in regulations are also allowing third party app stores on many operating systems. This reflects a shift that provides developers new opportunities and challenges as larger publishers set up their own markets.
Trends transforming how we work
Intelligent applications: With increasing AI integration, standards will develop to ensure AI can automatically interface with other applications.
Generative AI democratisation: Democratising access to GenAI across the organisation.
Third party app stores: Regulation changes may allow third party app stores on operating systems, anticipated to increase larger publishers’ establishment in these markets.
AI can help marketers think outside the box to find those gems that standard sources aren’t turning up.
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