AI Boosts App Marketers’ Revenue by 55%
Mobile app marketers are seeing a dramatic uplift in campaign results thanks to AI systems that optimize performance without human intervention. Recent data from SplitMetrics shared at App Promotion Summit London 2025 reveals AI-powered marketing delivers a 55% increase in return on ad spend, all while using the same budget.
Thomas Kriebernegg, AI Marketing Leader at SplitMetrics, highlighted this breakthrough: “The same input, the same money, but 55% more revenue. And crucially, no humans were involved in the optimization process.”
As competition grows and campaign management becomes more complex, AI's ability to handle multiple platforms and adapt in real-time is proving essential for mobile app marketers.
Consistent Performance and Smoothed Volatility
The data reveals that AI systems maintain target cost-per-acquisition (CPA) levels even as marketing managers push for lower targets. AI adapts on the fly, improving results without exceeding budgets.
One standout benefit is the reduction in performance fluctuations common in Apple Search Ads campaigns. Where human-managed campaigns show peaks and valleys, AI-driven campaigns deliver steadier results. Over several months, AI responded seamlessly to repeated CPA target reductions, maintaining performance that usually demands constant manual attention.
The AI Advantage: Processing 60+ Market Signals Per Second
While humans check dashboards a couple of times a day, AI systems analyze over 60 market signals every second. These include search popularity, competitor bids, impression volumes, keyword trends, and more.
Andrey Rekalo, Director of Data & AI at SplitMetrics, explained, “We combine external market intelligence with proprietary data to create a real-time view of market dynamics no human can keep up with.”
AI connects multiple data streams, spotting patterns and correlations across trends, competitor moves, seasonality, and acquisition costs. This early warning system spots shifts within minutes, automatically adjusting bids, reallocating budgets, and pivoting strategies without human input.
Why AI Won't Replace Marketers Entirely
AI handles about 90% of optimization tasks, but the final 10% still requires human judgment. In app marketing, small margins often decide success, and this human element remains crucial.
For example, AI can generate product descriptions and headline variations efficiently, but struggles with complex tasks like optimizing Google Play descriptions that balance keyword use, character limits, and brand voice. Emotional and creative campaign elements—those that drive viral growth—also depend on human insight.
Rekalo puts it simply: “Think of AI as a brilliant intern who never sleeps but occasionally spills coffee. Supervision remains essential.”
This shifts the marketer’s role from manual tasks to strategic oversight. Marketers now focus more on setting goals, crafting creative strategies, and interpreting AI-driven insights.
Immediate Steps for Marketers
The change is happening now. AI-powered tools are actively managing campaigns and driving better outcomes. The skills gaining importance are strategic thinking, creative problem-solving, and translating business goals into marketing actions.
Technical skills remain relevant, but the focus moves to overseeing AI systems rather than manual campaign adjustments. Learning how to work effectively with AI—knowing when to trust it and when to step in—is key.
Marketing professionals should start testing AI optimization tools with low-risk campaigns to get familiar with their strengths and limits. Building AI literacy will separate successful marketers from those who fall behind.
- Experiment with AI tools on smaller campaigns first
- Focus on strategic planning and creative messaging
- Develop a clear understanding of AI capabilities and constraints
- Use AI to handle data-heavy tasks, freeing time for human insight
The mobile app marketing space is at a turning point. Those who embrace AI-driven optimization can unlock significant growth opportunities, while those who resist risk falling behind.
For marketers interested in expanding their AI skills, exploring specialized training can be valuable. Resources like AI certifications for marketing specialists offer practical knowledge to integrate AI effectively into marketing strategies.
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