How AI Will Change Mobile Marketing? Trends & Examples of the Use for 2023

Natalya Ustymenko

If you are looking for ways to improve your mobile marketing strategy in 2023, one thing you should definitely look into is artificial intelligence (AI). Today, nobody raises doubts about AI being the future of mobile marketing. The only question worth asking is, “What are the best ways to use it in mobile marketing?”

In this article, we take a look at the most effective approaches to using AI to improve mobile marketing strategies in 2023. We will also explore how these approaches are implemented in different market segments, providing three artificial intelligence in marketing examples.

AI and Machine Learning in Mobile Marketing: A Quick Overview

As AI and machine learning advance, we can see how disruptive these technologies are for many industries, including mobile marketing. There is a vast array of tasks AI tools can do to help marketers promote a mobile app.

First, mobile marketing is on a path towards greater personalization thanks to AI technology, which helps companies reach their customers more effectively. AI can be used to personalize user experiences in ways that were not possible before. Not only it helps marketers with user segmentation and data analysis, but it also delivers insights about how a specific app is used. 

Besides that, AI-powered mobile marketing solutions help marketers to better understand their users’ needs, preferences, and decisions, enabling them to target the right people with the right content at the right time. Furthermore, it enables marketers to automate processes related to segmentation, targeting, and optimization for greater efficiency. Thanks to the powerful capabilities this technology offers, the use of AI is one of those mobile marketing trends you can’t afford to ignore. Not using AI in digital marketing results in losing customers to competitors that take advantage of AI. 

We will take a closer look at use cases later in the article. But first, let’s talk about the most common AI trends in the marketing of mobile apps.

7 Promising AI Trends in Mobile Marketing to Keep in Mind in 2023

1. Chatbots

Chatbots are not new. We have been seeing them for a while in all kinds of market segments. The reason why everybody seems to be talking more about them now is that the latest release of ChatGPT-4 has shown astonishing progress compared to previous versions of the chat. This made professionals from various fields wonder how they could use this technology to their advantage.

So, what are the ways to use chatbots in mobile apps? 

A good example is Mondly — a language-learning app that helps users acquire fluency in a new language while communicating with a chatbot. The chatbot emulates a typical day-to-day conversation, such as ordering a meal at a restaurant. At the same time, it provides ideas to users on how to reply to specific questions in the language they learn.

Another thing chatbots can do for you is to increase customer retention. Chatbots may help you collect and analyze user data and assist users who look for information or products.

Finally, chatbots can help you reinforce your brand identity. Creating an engaging assistant that speaks to your target audience and reflects your brand personality is a powerful way to make your app stand out.

2. High-performing product recommendations

AI is a perfect tool for building the most relevant product recommendations for your users and, thus, guaranteeing app users an improved customer experience. And it’s not only eCommerce apps that can benefit from it. Whatever it is that your app offers, you want to make sure it offers what your users want.

AI is capable of generating high-quality recommendations as it analyzes customers' purchase histories, preferences, and interests. This way, AI helps businesses increase their revenue by recommending products that customers would be interested in buying or content that they would be more likely interested in.

3. Dynamic pricing

Another important point to discuss is the role of artificial intelligence in sales. AI empowers marketers with dynamic pricing and allows businesses to react quickly to changes in the market, as well as anticipate customer demand for specific products or services. By taking into account customer feedback and data from other sources, AI algorithms can help businesses adjust prices in real time for maximum profitability. 

When Amazon first started using dynamic pricing, the company was far ahead of the curve. Today, dynamic pricing is a must for any mobile retail app.

4. Insights into user behavior

Understanding how customers interact with your app is key to understanding why they stay loyal and where they may decide to leave. 

With the help of AI-driven analytics, marketers can gain valuable insights into customer behavior. These insights allow them to understand why users leave and enable them to take the required actions to prevent them from uninstalling apps.

Marketers can detect patterns in user behavior that are often overlooked by traditional methods of data analysis. By leveraging these insights, companies can create stronger customer relationships and build loyalty for the long term.

5. Hyper-personalized content 

Content plays a critical role in any app. It not only helps users understand how to use the app, but it also adds character and personality to it. Content can help users find what they need quickly and effectively, as well as provide them with tips and advice on how to get the most out of their app experience.

Marketers can now use AI to optimize omnichannel messaging and personalize every piece of content that users interact with. For example, users will see the specific email subject lines or push notification titles based on how they have previously interacted with these engagement channels and how likely they are to respond to specific embedded keywords.

ChatGPT is currently the loudest name among AI solutions that can create content using such requirements as your preferred tone of voice and target audience. 

6. Voice search recognition

Together with AI, voice search recognition has drastically evolved over recent years. AI-based voice assistants like Siri and Alexa continuously learn from interactions with users. This gives marketers access to valuable data used to profile and segment customers, which again brings us the opportunity to create more personalized messages.

Apart from personalization, there is also SEO. By optimizing content for voice search recognition, you can improve your app’s rankings in voice search results and increase your visibility online. To make sure that your content is optimized for voice recognition, you must use relevant keywords and phrases that people would use when searching by voice.

7. User data analysis

By leveraging artificial intelligence in digital marketing, marketers can better understand their target audiences and create more effective ad campaigns. They can learn more about user preferences and identify the ideal moments for sending ad messages.  

AI can also be used to analyze user behavior and interaction with ads, providing insight into user needs. By analyzing what the users usually buy, what content they prefer, and what they’re searching for, as well as their demographics, AI can predict whether a client will make repeat purchases or how likely a particular prospect is to convert. With this knowledge, marketers can tailor their campaigns to reach their intended audience better, ensuring greater conversion rates and ROI.

3 Real Examples of AI Usage in Mobile Marketing

1.’s dynamic pricing algorithms to adjust product prices uses an AI-powered Reteno solution to adjust pricing of their products and instantly notify users interested in those products about the price drop. By using predictive analytics and machine learning algorithms, can adjust product prices in real time to match customer demand. This enables them to offer competitive prices and stay ahead of the competition.

2. Duolingo’s personalized language lessons to meet user needs

AI algorithms adapt to each learner's unique learning style and provide them with a personalized curriculum. These AI-powered algorithms are capable of evaluating learners’ progress and strengths in real time, so they can tailor content to their individual needs. This helps language learners stay motivated and engaged while providing the best possible learning outcome.

Besides that, Duolingo keeps learners on track with the help of personalized reminders and notifications. This ensures that users can stay focused on their goals, practice regularly, and ultimately achieve fluency faster than ever before!

3. Netflix’s recommendation engines that drive engagement

The success of Netflix can be partly attributed to its recommendation engine, which has been a game-changer in the streaming industry. The recommendation engine not only drives customer engagement, but also helps Netflix curate content for its users.

Netflix uses algorithms to recommend content to viewers based on their past viewing habits. This makes it easier for users to find new shows and movies that they might be interested in watching. It also helps Netflix adjust its content library to suit its user base's needs and preferences.

Netflix's recommendation engine is an example of how AI can be used effectively in the streaming industry. It has enabled Netflix to become one of the most popular streaming services in the world, thanks to its ability to drive user engagement and provide personalized recommendations.

How the Reteno Platform Uses AI for Better User Engagement

If you are looking for ways to improve your marketing strategy, you should adopt artificial intelligence as soon as possible. It doesn’t mean that you have to pour tons of money into the research and development of complex algorithms. You can start by employing an AI-powered mobile marketing platform or software designed to resolve your specific marketing tasks.

One of the most powerful solutions available on the market is offered by Reteno. This AI-driven event- and behavior-tracking solution allows mobile marketers to easily segment users, personalize user experiences, and automate marketing campaigns. 

Reteno’s predictive personalization algorithm enables you to foresee user behavior, so you can adjust the content the app users will engage with. You can automatically provide personalized content and product recommendations based on contact data, and as a result, increase user engagement.

Finally, Reteno’s marketing automation feature enables you to set up automatic marketing campaigns, so your app users receive relevant, timely messages at the best possible time. All of these features help you develop improved customer experiences for your app users.

Contact us now and grow your app with a cutting-edge mobile marketing service.

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