How is AI transforming mobile app marketing in Southeast Asia, and what unique opportunities does this bring for brands operating in a mobile-first landscape like India?
Artificial Intelligence (AI) is fundamentally reshaping mobile app marketing across Southeast Asia, delivering real-time insights, personalized user experiences, and operational efficiencies at scale. The International Data Corporation (IDC) projects that AI and Generative AI spending in the Asia-Pacific region will reach USD 110 billion by 2028. This kind of momentum signals a broader shift: marketers are moving from descriptive analytics to truly predictive and adaptive strategies.
As mobile journeys grow more fragmented and user expectations rise, marketers are grappling with challenges in measurement and personalization. AI addresses this by helping interpret complex signals and optimize campaigns dynamically. This means that regardless of the types of data sets you’re working with (granular/device-level or aggregated), it’s possible to get the same level of actionable insights for campaign optimization.
Adjust’s mobile app trends 2025 report shows significant user engagement growth across app categories in markets like India, which presents a major opportunity for brands. By integrating AI across the user journey — from creative optimization to retention strategies — marketers can deliver more relevant experiences that resonate with today’s mobile-first consumers.
In what ways are marketers using AI to improve campaign performance, user engagement, and retention in today’s competitive app ecosystem?
Leveraging AI in mobile app marketing helps process large volumes of behavioral data, identify trends, and deliver actionable insights. At Adjust, we see marketers applying this across the full user lifecycle:
- User acquisition: AI algorithms analyze user behavior and preferences to target potential users more effectively, improving acquisition strategies.
- Personalization: By understanding user interactions, AI enables the delivery of tailored content and recommendations, enhancing user engagement and satisfaction. Studies show companies implementing AI-driven personalization strategies have seen customer retention improve by up to 33%. This matters in today’s environment, where users expect more relevant and timely experiences across every touchpoint.
- Retention strategies: Predictive analytics powered by AI helps in identifying users at risk of churn, allowing marketers to implement timely interventions to retain them.
This integration of AI not only streamlines marketing efforts; it also fosters deeper connections with users by ultimately driving growth and loyalty in the competitive app landscape.
What are some key trends in AI adoption that marketers should watch out for this year, particularly in relation to personalization and data-driven decision making?
We’re seeing a shift from broad segmentation to real-time, contextual personalization that adjusts based on how users engage in the moment. That includes not only messaging, but also product recommendations, content sequencing, and channel choice.
Another trend is the increasing use of AI to support cross-platform strategies. As users move between mobile web and apps, marketers need tools that can help them deliver cohesive experiences. There’s also growing interest in using generative AI to create content faster and more efficiently, particularly in dynamic, fast-moving verticals like gaming and e-commerce.
Perhaps the most exciting development is how AI is becoming more integrated into the creative and strategic process, not just analytics. This enables teams to iterate and optimize more quickly, while still staying aligned with brand and user expectations.
For brands looking to integrate AI into their marketing stack, what should they consider in terms of technology, data privacy, and measurement strategies?
The real value of AI in marketing isn’t just in automation; it’s in its ability to surface insights that drive smarter, more agile decisions. For brands looking to build AI into their stack, the first priority should be ensuring their data foundation is strong and privacy-compliant. Without trustworthy data, AI simply can’t deliver meaningful results.
We’re seeing a growing emphasis on interoperability — tools that can integrate seamlessly across analytics, attribution and creative platforms to provide a holistic view of performance. At the same time, privacy-first design is now a baseline requirement. Our latest data shows that App Tracking Transparency (ATT) opt-in rates are increasing globally, especially in verticals like e-commerce, where they’ve risen from 28% to 35%. This reflects a shift in consumer sentiment: people are open to personalization when they understand the value being offered in return.
At Adjust, we’re building tools to help marketers stay ahead with reliable data and insights that drive real results. TrueLink, for example, empowers marketers to drive cross-platform user journeys and attribute campaign results accurately, even in the face of privacy constraints.
We also launched, in beta, Adjust Growth Copilot —a new product built with client feedback that brings the power of AI directly to the modern marketer. As marketers grapple with heightened performance pressures, limited analytics resources, and increasing data complexity, the ability to quickly surface and act on insights has become critical to success.
With Growth Copilot’s natural language interface, marketers have immediate access to performance insights across channels, campaigns and KPIs to optimize strategy and boost revenue. The product connects directly with existing tools, making data easily accessible, improving efficiency, and helping teams collaborate better.
