Trend: GenAI Mobile Messaging Apps

Mobile communications applications continue to evolve in response to new technology use cases. Telecom service providers and software vendors are now exploring applications for Artificial Intelligence (AI) capabilities.

Generative AI (GenAI) is a type of artificial intelligence that can create new content, such as text, images, audio, and video assets.

Applications of GenAI within the communications sector include generating personalized messages for each customer, chatbots that can answer customer queries, and creating targeted marketing campaigns to generate leads and sales for brands and enterprises.

Telecom GenAI Market Development

According to the latest worldwide market study by Juniper Research, enterprise spending on GenAI over mobile messaging channels will grow by 1,250 percent over the next four years — that’s from $830 million in 2024.

Juniper predicts that the ability to automate the personalization of content, including marketing efforts and customer interactions over chatbots, will be the key driver of GenAI for this substantial future growth.

Generative AI, when applied to mobile messaging, can create valuable new features, including summarising conversations, powering chatbots, and generating hyper-personalized content for mobile marketing campaigns.

To maximize the impact of GenAI on omnichannel strategies, Juniper’s analyst urges messaging vendors to apply the technology across all rich media messaging channels, including chatbots and Rich
Communications Services (RCS).

Furthermore, mobile omnichannel strategies will benefit from the unification of customer experiences over different communication channels and digital media.

The Juniper analyst believes that Apple’s announced support for RCS via iOS devices this year will drive the global number of active RCS users to 2.9 billion by 2028.

Meanwhile, over 40 percent of GenAI investment in mobile messaging will be attributable to RCS by 2028, owing to its media-rich nature and ability to be included in native messaging applications.

“Implementing generative AI into omnichannel strategies will provide enterprises with a route to secure a return on investment,” said Molly Gatford, research analyst at Juniper Research.

Outlook for Mobile Messaging GenAI Apps Growth

According to the Juniper assessment, creating personalized marketing campaigns via GenAI will enable mobile messaging to become viable sales channels — thereby competing more effectively with established online apps and brick-and-mortar retail stores for revenue.

That said, I believe GenAI-enhanced mobile messaging apps will be beneficial to both enterprises and their customers, by reducing the workload for human agents and improving the online experience.

Various industries that will use GenAI as part of their communication strategy include retail and eCommerce, banking and insurance, healthcare and life sciences, plus transportation and travel services.

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