In 2025, Generative AI boosted mobile ecosystem growth, with app downloads doubling YoY.
Retail Media impressions surged 165% YoY, peaking in October due to Microsoft Copilot at Costco.
Eight Gen AI brands drove category growth, with Copilot dominating at 392M impressions, followed by Google AI and Adobe.
Most brands focused on Amazon and Best Buy, while Copilot expanded to Costco.
Video channels like OTT and YouTube were key for demonstrating AI use cases.
ChatGPT ran 100% of impressions on OTT, showcasing everyday tasks.
Anthropic used OTT and OffSite Video for aspirational positioning.
Creatives highlighted common themes and distinct strategies, such as Microsoft's laptop productivity, Google's daily companion, and Adobe's agentic AI in Acrobat Studio.
You Might Also Like
SensorTowerSensor Tower APAC Awards 2025
In 2025, APAC publishers drove a historic digital shift: non-game app revenue surpassed gaming, with Short Drama and AI growing 278% and 148%. Awards highlight top apps like Asken, Blinkit, and DeepSeek, showcasing mobile as daily life infrastructure.
AppsFlyerFix the Foundation: Marketing’s Signal Problem in the AI Era
AI amplifies marketing fragmentation, creating a 'tax' from bad signals. Fixing the foundation with governed data and mobile-grade measurement turns AI into an advantage. Without it, AI compounds errors, wasting budgets.
AppsFlyerHow Gaming, Finance, and E-Commerce Marketers Use Claude and AppsFlyer MCP
AppsFlyer MCP connects Claude to live attribution data, eliminating CSV exports. Gaming, finance, and e-commerce teams use it to automate reporting, catch budget anomalies, and answer performance questions in real time, transforming workflows in under 60 seconds.
AppsFlyerWhere Do We Go From Here? At MAMA San Francisco 2026, Mobile & App Marketing Leaders Navigated What Comes Next
Apps are economic infrastructure, not just channels. Measurement integrity is vital as AI automates budgets. Incrementality reveals 30% of campaigns are undervalued. Emotional connection in marketing matters.
SensorTowerState of Web 2026: How AI Is Reshaping the Internet
AI assistants like ChatGPT surged 86% YoY, becoming the fastest-growing web category. Mobile now accounts for over half of visits, while desktop dominates time spent. Search and social remain major gateways, but AI is emerging as a new discovery layer.
AppsFlyerWinning Ramadan 2026: A Data-Backed Playbook for Gulf Decision Makers
Ramadan boosts mobile engagement and ROI. Acquiring users pre-Ramadan yields higher LTV. Remarketing outperforms acquisition, especially during Iftar and Suhoor. Post-Eid, focus on retention via loyalty mechanics. Use Ramadan as a stress test for AI-driven strategies.
AppsFlyerWhat eCommerce brands get wrong about retail media measurement
Retail media networks report ROAS differently, causing a 63% fluctuation. Brands need independent measurement to reconcile cross-channel data, as network reports aren't designed for portfolio decisions.
SensorTower2026 State of Mobile: AI Moves Mobile into Its Next Phase
Mobile market reached all-time highs in 2025 with $167B IAP revenue (+10.6% YoY). Non-game apps surpassed games in revenue. AI apps nearly tripled IAP to $5B. Attention economy intensifies as growth shifts from adoption to monetization.
More from SensorTower
IPL Is Fueling India’s Mobile App Market: JioHotstar Dominates Entertainment While super.money Downloads Nearly Double
IPL boosted JioHotstar to #2 in downloads, with 32M+ installs and 41% DAU growth. Swiggy Instamart led grocery ads durin...
State of Web 2026: How AI Is Reshaping the Internet
AI assistants like ChatGPT surged 86% YoY, becoming the fastest-growing web category. Mobile now accounts for over half ...
Introducing Enhanced Web Insights: 3 New Reports & How to Use Them
Sensor Tower expands Web Insights with 4M websites and 12M paths. New reports: Traffic Flow, LLM Market Share, and Gen A...
Here’s What Happened Last Quarter: Q1 2026 Mobile, Web, and Ad Trends
US mobile IAP revenue declines for second quarter. Western Europe grows. ChatGPT revenue slows. Digital ad spend reaches...
Ad Monetization 101: App Analysis & Top Ad Publishers
Sensor Tower's new Ad Monetization reports reveal how apps earn beyond in-app purchases, with 72% of top grossing games ...
Top 10 Worldwide Mobile Games By Revenue and Downloads in April 2026
Honor of Kings led April 2026 revenues with Season 43, cross-promotion with its spinoff, and Ne Zha 2 event. Last War: S...