A recent study conducted by Juniper Research projects a remarkable surge in enterprise investment in generative AI across mobile messaging platforms. The study anticipates a staggering growth rate of 1,250% over the next four years, with expenditure soaring from $830 million in 2024 to a projected $11 billion by 2028. This exponential increase is attributed to the burgeoning demand for automated hyper-personalization, particularly in marketing initiatives and customer interactions facilitated by chatbots.
Generative AI, a subset of artificial intelligence, is poised to revolutionize mobile messaging by introducing innovative features such as conversation summarization, chatbot enhancement, and the generation of highly tailored content for mobile marketing endeavors.
To fully harness the potential of generative AI within omnichannel strategies, the report emphasizes the importance of integrating this technology across all rich media messaging channels, including chatbots and RCS (Rich Communications Services). By adopting a unified approach, enterprises stand to enhance customer experiences across diverse platforms, thereby maximizing the impact of their marketing efforts.
Furthermore, the study predicts a significant uptick in the adoption of RCS following Apple’s announcement of support for the protocol via iOS devices. This development is anticipated to propel the global number of active RCS users to 2.9 billion by 2028. Consequently, over 40% of generative AI expenditure in mobile messaging is projected to be attributable to RCS by 2028, owing to its multimedia capabilities and integration into native messaging applications.
Molly Gatford, the author of the research, underscores the significance of incorporating generative AI into omnichannel strategies as a means to drive return on investment. By leveraging personalized marketing campaigns, mobile messaging platforms can emerge as lucrative sales channels, competing effectively with established online applications and brick-and-mortar stores for revenue.
The comprehensive research suite provides a thorough evaluation of generative AI’s impact on the mobile messaging market, offering in-depth analysis and forecasts for 60 countries. With over 15,500 market statistics spanning a five-year period, the suite includes a detailed ‘Competitor Leaderboard’ to aid enterprises in navigating this rapidly evolving landscape.
