Enterprise spend on generative AI (GenAI) over mobile messaging channels is predicted to grow by a staggering 1,250% over the next four years, from $830m in 2024.
The latest research by Juniper Research predicts that the ability to automate the personalisation of content, including marketing efforts and customer interactions over chatbots, will be the key driver for this substantial future growth.
GenAI is a subset of artificial intelligence (AI) and when applied to mobile messaging, creates new features, including summarising conversations, powering chatbots, and generating hyper‑personalised content for mobile marketing campaigns.
Find out more about the new report: Global Generative AI in Mobile Messaging Market 2024-2028, or download a free sample.
Enterprises must avoid siloed approach to GenAI
To maximise the impact of generative AI on omnichannel strategies, the report urges messaging vendors to apply generative AI across all rich media messaging channels, including chatbots and RCS (Rich Communications Services). In doing so, omnichannel strategies will benefit from the unification of customer experiences over different channels.
The research predicts Apple’s announced support for RCS via iOS devices this year will drive the global number of active RCS users to 2.9 billion by 2028. In turn, over 40% of generative AI spend in mobile messaging will be attributable to RCS by 2028, owing to its media-rich nature and ability to be included in native messaging applications.
Research author Molly Gatford notes: “Implementing generative AI into omnichannel strategies will provide enterprises with a route to secure a return on investment. Creating personalised marketing campaigns will enable mobile messaging to become viable sales channels; competing with established online apps and brick-and-mortar stores for revenue.”
Consumer love
The latest research backs up reports from earlier this month that GenAI is driving up mobile use. Accoridng to data.ai’s State of Mobile report, GenAI has emerged as one of the fastest growing genres of 2023. AI Chatbot apps really took off in the later part of the year with the launches of ChatGPTand Character AI and adoption has remained strong since.
Consumer spend also continued to climb throughout 2023 after huge growth earlier in the year. Many top apps like ChatGPT include subscription offerings to unlock additional features.
The AI popularity was fairly global, though the genre did not rank among the top five breakout genres in several Asian and Middle Eastern market including China, Japan, Saudi Arabia, and Turkey.
