Artificial intelligence (AI) is expected to bring radical changes to the way we use smartphones, with the use of mobile apps falling by 25% by 2027, according to Gartner research. AI assistants, such as Apple Intelligence, ChatGPT, Google Gemini and Meta AI, according to the company’s estimates, will acquire an increasingly large role, replacing many functions that previously required separate applications.

Gartner predicts that users will turn to AI-powered assistants for tasks such as searching, booking, shopping and communicating. At the same time, the applications will be unified through collaborations between different companies and brands, with the aim of attracting more users per application and reducing development and maintenance costs.

Gartner: Artificial Intelligence Expected to Reduce Application Usage by 25% by 2027

“His leaders marketing (CMOs) need to start planning strategies to deal with the decline in app usage. For the brands with low user involvement, this development can be positive as it will reduce development costs. However, for other businesses that rely on apps for revenue, this transition can be devastating.” the company’s analysts comment.

The role of search

By 2026, more than 33% of Internet content will be generated for Generative AI-based searches. Search algorithms, incorporating AI, are expected to reshape the traffic landscape.

According to Gartner, search remains the largest driver of traffic to commerce websites, with CMOs devoting nearly 25% of their digital marketing budget to search

Gartner also predicts that by 2028, 30% of the social media ad budget will go to subscription platforms such as Patreon and Discord. These channels offer opportunities for high-quality content, allowing brands to target audiences that are already engaging with curated content.

This change is a result of consumers moving away from traditional social networks towards closed communities and subscription services, which offer more targeted and personalized experiences.

The dominance of AI Agents

By 2027, 85% of customer data will be collected by automated interactions or by AI agents. New AI technologies are expected to evolve, enabling marketers to use agents to manage customer relationships and provide personalized services.

“There will be more AI agents by people and companies will have to decide how and when they can trust her AI to act on their behalf”, research highlights.

Gartner warns that businesses that do not adapt to new technological conditions risk being left behind. “Investing in skills AIthe review of strategies marketing and exploiting new channels are necessary steps to maintain their competitiveness in a world where the AI assistants will be the focus”, notes the company.