Adjust’s leaders predict how AI and ML, alternative app stores, cross-border acquisitions, and tightened privacy regulations shape the evolving mobile marketing landscape in 2025
Advanced technologies like Artificial Intelligence (AI) and Machine Learning (ML) have reshaped how brands capture attention, drive engagement and build customer loyalty. Mobile apps, particularly in the e-commerce and gaming verticals, have emerged as crucial growth drivers, with the Asia-Pacific (APAC) region amounting to 48% of global organic gaming app installs. Industry experts from Adjust, a leading measurement and analytics company, predict that the momentum will continue in 2025, with AI- and ML-powered mobile measurement solutions maturing and scaling to new heights.
At the same time, alternative app distribution channels will gain traction and privacy regulations will be tighter than ever. Marketers adjust their strategies to these technological advancements, regulatory changes and consumer behaviors to succeed in 2025 and beyond.
AI and ML will redefine how marketers connect with audiences
AI and ML are expected to mature further in 2025, enabling marketers to deliver enhanced user experiences, improved functionality and stronger security features. Andrey Kazakov, Chief Executive Officer of Adjust, said: “2024 was about proving the potential of these models; 2025 will be about scaling them. Developers and marketers will start to trust and leverage these models at a much higher level, achieving better precision and returns on their investment.”
While 2024 saw Generative AI (GenAI) revolutionize creativity and engagement, its role in 2025 will need to evolve. Egor Lukomsky, Chief Technology Officer at Adjust, explained that marketers must move beyond GenAI to address critical performance challenges. “By adopting ML models that use alternative data points to share insights about user engagement and conversion, brands can effectively understand and predict user behavior in privacy-compliant ways,” he said.
The Rise of Alternative Apps Will Open New Revenue Streams, Especially in Asia
In APAC, consumers are becoming increasingly receptive to alternative purchasing channels, especially as direct-to-consumer (D2C) investments grow in popular platforms like super apps. With more consumers willing to explore new app experiences, especially from major e-commerce platforms, the region is poised for rapid innovation.
Kazakov mentions, “These new channels will allow brands to bypass traditional app stores, opening up fresh opportunities to drive revenue. The ability to sell directly to users via these new stores will be a game-changer for many companies.”
Cross-Regional Acquisitions Will Shape the App Market
Kazakov predicts that larger US-based companies will acquire regional apps in Europe, creating a wave of consolidation in 2025. “As the growth of US firms in certain markets starts to plateau, they will turn to acquisitions to fuel growth,” he said. “By acquiring regional apps with strong local user bases, these companies can gain access to new markets, data, and customer insights, all while continuing to operate under the acquired app’s brand.”
This trend will also be particularly important in APAC, “where the market is highly fragmented and local apps are rapidly scaling. Expect more cross-border acquisitions that allow large players to capture regional user bases and tap into new data insights,” explained April Tayson, Regional Vice President for INSEAU at Adjust.
Data Privacy Will Be The Key To Trust and Compliance
In APAC, concerns over digital privacy are widespread. A recent report reveals that seven in 10 consumers expressed concerns about how their data is collected. This is particularly high in markets like the Philippines (86%), and Thailand and Singapore (both 81%).
In 2025, data privacy regulations will be more complex and demanding. New Regulations like the European Digital Markets Act (DMA) will require marketers to adopt new approaches to data storage and sharing with ad networks. Lukomsky anticipates that there will be an increase in the adoption of multiple measurement frameworks to guide marketing decisions, making it an ideal time to explore what predictive and incremental solutions have to offer.
“As technology rapidly evolves, it’s vital for marketers in APAC to adapt their strategies to meet changing consumer behaviors,” Tayson said. “Countries in the APAC region spend significant time within apps, offering businesses a prime opportunity to engage with customers in meaningful ways. This trend is expected to grow in the coming years and will continue to shape the mobile marketing space.”
To learn more about how Adjust is helping businesses adapt to these trends and embrace the next-generation of attribution and analytics, download the The Future of Mobile Measurement ebook.
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