Advertising spending on generative AI apps skyrockets to $824 million
The adoption of generative AI apps accelerated across the app ecosystem, with a 16% increase in installs and $824 million in ad spend.
AppsFlyer, a global leader in marketing measurement, attribution, and data analytics, has published its annual analysis of mobile app trends, revealing how artificial intelligence (AI) influenced consumer behavior and marketing strategy through 2025. Adoption of generative AI apps accelerated across the app ecosystem, with a 16% increase in installs and ad spend per category reaching $824 million on iOS and Android. These apps, also known as GenAI apps, ranked among the fastest-growing categories of the year, number 1 on Android and number 4 on iOS, reflecting their increasingly important role in AI-powered creativity, productivity, and support experiences.
For the first time, AppsFlyer also analyzed the use of AI agents, identifying how marketers are integrating AI into their performance marketing workflows. The data shows that 57% of agent deployments focused on technical automation, such as configuration and data integrity checks, while 32% supported business optimization. Distinct usage patterns were observed across industries: gaming teams employed agents to improve efficiency and protect margins, while retail and fintech teams used them to scale traffic and volume. These trends indicate an early but significant shift toward supervised automation, where AI supports decision-making while decision-makers maintain strategic oversight.
“Many marketers say they still struggle to measure a clear ROI for AI, but the adoption curve tells a different story,” says Inna Weiner, Vice President of Product, Data, and AI at AppsFlyer. “Generative AI apps are accelerating their adoption among consumers, and behind the scenes, marketers are increasingly deploying agents to streamline workflows and improve efficiency. AppsFlyer remains committed to helping teams navigate this constantly evolving environment with clarity and confidence to grow.”
Beyond the rise of AI in apps and marketing workflows, the report highlights several overarching trends shaping the app economy this year.
Additional Marketing Trends in 2025
– Global user acquisition (UA) spending is up 13% to $78 billion, driven by iOS and, especially, non-gaming apps: UA spending on iOS grew 35%, while Android remained stable. Non-gaming apps increased 18% to $53 billion, while gaming apps grew only 3% to $25 billion.
– Remarketing gains prominence: Remarketing spending grew 37% to $31.3 billion, now representing 29% of all app marketing investment (up from 25% in 2024). iOS remarketing increased by 71%, with notable gains in Transportation (+362%), Travel (+145%), and Finance (+135%).
– Shopping redefines the global distribution of app user spending: Shopping spending to acquire new users increased by 70% globally and by 123% on iOS, driven by China-based ecommerce budgets that significantly altered the share by category and region.
– Europe stands out as a growth region: Spain, Italy, and the UK recorded some of the largest year-over-year increases, while the US remained the largest app marketing economy, accounting for 42% of app user spending.
– Performance divergence by platform and region: iOS payment installs increased between 40% and 85% in Western markets, while Android saw declines in the US (-30%) and UK (-13%), although it grew strongly in emerging markets.
Key data trends in Spain (2024)
– Spain recorded the strongest growth across Europe, with a 157% year-over-year increase in user acquisition (UA) spend and a roughly 50% increase in its share of regional spend.
– Shopping and non-gaming categories were the main drivers of this strong expansion.
“Spain was one of the fastest-growing European markets in 2025, with notable increases in non-gaming categories and iOS-led activity. The rapid evolution of the market reflects strong demand for mobile-first services,” says Netta Lev Sadeh, Managing Director EMEA-SANI at AppsFlyer.
Source: www.marketingdirecto.com
