In recent years, personalisation has jumped from being a nice-to-have feature to a must-have in today’s fast-paced realm of mobile apps. The advent of Artificial Intelligence (AI) in app development has initiated a paradigm shift, enabling developers to craft highly personalised experiences and keep users interacting with their content for longer than ever.

Below, the Monedata team delves into the transformative role of AI-driven personalisation in reshaping the app landscape - and we offer some tips on how you can benefit from AI, too.

The types of AI personalisation

It’s hard to read anything about app development or marketing nowadays without hearing about AI, but the truth is that artificial intelligence can have a significant impact on your app’s performance and appeal. Predictive Analytics, for example, allows developers to use AI to predict user preferences and behaviours by analysing past interactions. Apps proactively recommend content, products, or services, aligning closely with individual priorities.

Adaptive Interfaces, on the other hand, allow apps to modify their interfaces based on user interaction patterns, offering an intuitive and user-centric experience. For example, Facebook might show the Groups icon in the main menu bar for users who are commonly active in Groups and show Facebook Marketplace for those who prefer shopping. Not only does this offer more convenience to consumers, but it also increases engagement rates, too.

On the other hand, Customised Content Delivery means that material can be tailored to user interests and interactions, augmenting engagement and in-app duration. Think TikTok or X and how those apps know the types of content you want to see. Replicate the same advanced algorithms for an eCommerce app, and you could significantly increase sales.

AI can also be leveraged in the form of Smart Notifications. Optimal notification timings ensure higher engagement rates while reducing notification fatigue - a one-size-fits-all approach no longer works for modern consumers with complex lives and online personas.

The user experience (UX) impact

All good app developers want to offer their users a better in-app experience, and with AI, they can. Personalisation fosters a sense of understanding, bolstering app usage and loyalty, and tailored experiences efficiently meet user needs, enhancing satisfaction.

Personalised experiences forge a deeper app connection, minimising churn rates, and it can also amplify the effectiveness of calls-to-action, making them more relevant to the user.

Implementing AI makes sense if you want to make your app so good it can’t be put down.

Challenges of AI personalisation

Although AI-driven personalisation offers many benefits for developers, businesses, and consumers, it’s also essential to be aware of the risks. Responsible user data handling is paramount. Clear data policies and robust security measures are vital to maintaining trust.

Striking the right personalisation level without seeming intrusive is critical, too. Over-personalisation can be perceived as invasive and may freak some users out. You want to help them, not stalk them! It’s also worth noting that the success of AI personalisation is contingent on the quality and quantity of data. Inaccurate data can impair personalisation.

Finally, as AI rapidly evolves (and let’s face it, it shows no signs of slowing!), staying abreast of the latest technologies and methodologies is crucial for personalisation superiority.

Wrapping up

Existing personalisation techniques and new territories are coming together to change how brands deliver their content and experiences to consumers. As a developer, it’s up to you to stay abreast. Technologies like AR and natural language processing will further elevate personalised experiences.

AI integration in app personalisation isn’t about following trends; it represents a fundamental shift in interaction. Offering more personalised and engaging experiences significantly enhances user satisfaction and loyalty. For developers and businesses, investing in AI-driven personalisation is a critical success determinant in today's digital landscape.

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