Mobile app usage could drop by 25% by 2027 as more people rely on artificial intelligence (AI) assistants, according to research from Gartner Inc., a consulting firm. AI tools like Apple Intelligence, ChatGPT, Google Gemini, and Meta AI are expected to take over tasks that apps currently handle.
Gartner said in a media release that aside from this shift, apps may combine features across different brands and companies, forming partnerships to create fewer but more useful apps. This approach aims to save costs and reach more users.
“Brands with apps that struggle to keep users engaged will feel the effects first,” said Emily Weiss, senior principal at Gartner. “For some, this could be a good change, as app development will cost less. But for others, losing app users means losing valuable customer data and fewer chances to connect with people directly.”
Weiss also advised businesses to prepare for the shift.
“Marketing leaders should plan for what happens if apps become less important,” she said.
By 2026, more than a third of all online content may be created to work with AI-powered search engines, Gartner reports. This is significant because search engines are a key way people find business websites.
Gartner’s survey of marketing leaders found that almost a quarter of digital marketing budgets are now spent on search-related strategies. If search engines change how they rank content, businesses could lose valuable web traffic.
Marketing budgets
“Marketers need to hire people who understand how AI affects search engines and how to create content that works with these changes,” Weiss said. “It’s also important to train teams to adapt to new ways search engines work.”
By 2028, businesses are expected to shift 30% of their paid social media advertising budgets to subscription platforms like Substack, Patreon, and Discord. These platforms are growing because many people are moving away from traditional social media.
“Consumers and content creators are looking for spaces that feel more personal and less controlled by algorithms,” said Weiss. “Subscription platforms give brands a way to reach audiences who are already interested in their content.”
The shift is part of a trend. In 2024, businesses spent 14.3% of their digital marketing budgets on social media advertising, up from 12.3% in 2023, according to Gartner’s data.
By 2027, 85% of customer data could come from automated interactions or AI-driven tools. While current AI systems often require human oversight, newer versions will likely handle tasks independently.
“There will soon be more AI agents than people,” Weiss said. “Businesses need to figure out when these tools can act on their own to help customers and support the brand.”