{"id":89125,"date":"2025-12-10T10:16:31","date_gmt":"2025-12-10T13:16:31","guid":{"rendered":"https:\/\/www.ecommerceupdate.org\/?p=89125"},"modified":"2025-12-10T10:16:33","modified_gmt":"2025-12-10T13:16:33","slug":"gastos-com-anuncios-em-apps-de-genai-chegam-a-us824-milhoes-e-appsflyer-revela-primeiros-dados-sobre-uso-de-agentes-de-ia","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/en_au\/gastos-com-anuncios-em-apps-de-genai-chegam-a-us824-milhoes-e-appsflyer-revela-primeiros-dados-sobre-uso-de-agentes-de-ia\/","title":{"rendered":"GenAI app ad spend reaches US$824 million and AppsFlyer reveals first data on AI agent usage"},"content":{"rendered":"<p class=\"wp-block-paragraph\">AppsFlyer released its annual mobile app trend analysis, revealing how artificial intelligence influenced consumer behavior and marketing strategies in 2025. GenAI app adoption accelerated across the ecosystem, with 16% growth in total iOS-to-Android iOS installations and spend of US$824 million.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AppsFlyer also first evaluated the use of AI agents, identifying how marketers are incorporating automation into their performance flows. Data shows that 57% of agent activations were directed at technical automations such as configurations and data integrity checks.Other 32% supported business optimizations.The study identified distinct patterns across verticals: gaming teams used agents to improve efficiency and protect margins, while retail and fintech prioritized traffic scale and volume. These movements indicate an initial but relevant shift toward supervised automation, in which AI supports decisions without replacing professional control.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>General highlights of Brazil<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00a0User acquisition spending grew 85% compared to the previous year, despite the 43% drop in global share due to investment migration to stronger regions on iOS.<br><\/li>\n\n\n\n<li>\u00a0Remarketing conversions on iOS increased by 157%, reinforcing the country's solid performance in re-engagement.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cO Brazil made significant advances in remarketing and user engagement in 2025. As platform dynamics evolve, marketers are adapting strategies to maintain efficiency and deliver more\u201d value, said Renata Altemari, general manager Latin America at Appsflyer<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Global marketing trends in 2025<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Global user acquisition (UA) spending increased by 13% to US$ 78 billion, driven entirely by iOS and mostly by non-game app investments.\u00a0<\/strong>Acquisition spending on iOS grew by 35%, while on Android remained stable. The non-gaming segment increased by 18%, reaching US$ 53 billion, and gaming grew by only 3%, totaling US$ 25 billion.<\/li>\n\n\n\n<li><strong>Remarketing has expanded as retention has become more important:<\/strong>\u00a0Remarketing spending grew by 37% and reached US$ 31.3 billion, now representing 29% of all app marketing investment (up from 25% recorded in 2024). Remarketing on iOS increased by 71%, with significant growth in Transportation (+362%), Travel (+145%) and Finance (+135%).<\/li>\n\n\n\n<li><strong>The Shopping category redefined the global distribution of AU spending<\/strong>: Investment to acquire new users grew 70% overall and 123% on iOS, driven by China-based ecommerce budgets, which significantly changed regional and category share.\u00a0<strong>Europe emerged as a prominent region:\u00a0<\/strong>Spain, Italy and the UK recorded some of the highest annual growth in the world, while the United States remained the largest app marketing economy, concentrating 42% of global AU spending.<\/li>\n\n\n\n<li>\u00a0<strong>Platform performance diverged strongly between markets:\u00a0<\/strong>Paid installs on iOS increased between 40% and 85% in Western markets, while Android recorded declines in key regions (US 30%, UK 13%), offset by strong growth in emerging markets.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Methodology<\/strong>AppsFlyer Mobile Application Trends 2025 analyzes an aggregated and anonymous set of proprietary global data, covering 32 billion paid installs of 45 thousand apps across gaming, ecommerce, finance, lifestyle and more. The analysis covers user acquisition, remarketing, paid installs, category activity, and AI agent usage across iOS and Android platforms.<\/p>","protected":false},"excerpt":{"rendered":"<p>A AppsFlyer divulgou sua an\u00e1lise anual de tend\u00eancias de aplicativos mobile, revelando como a intelig\u00eancia artificial influenciou o comportamento dos consumidores e as estrat\u00e9gias de marketing em 2025. A ado\u00e7\u00e3o [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":85535,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,34],"tags":[43,53,79],"class_list":["post-89125","post","type-post","status-publish","format-standard","has-post-thumbnail","category-noticias","category-pesquisas","tag-e-commerce","tag-noticias","tag-pesquisas"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/posts\/89125","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/comments?post=89125"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/posts\/89125\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/media\/85535"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/media?parent=89125"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/categories?post=89125"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/en_au\/wp-json\/wp\/v2\/tags?post=89125"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}