GenAI adoption accelerated across the app ecosystem, according to analysis from Apps Flyer, with installs up 16% and category spend reaching $824M across iOS and Android.

GenAI apps ranked among the fastest-growing categories of the year, no.1 in Android and no.4 in iOS, reflecting their expanding role in creative, productivity, and AI assistant experiences.

AppsFlyer also analysed AI agent usage for the first time, identifying how marketers are integrating AI into their performance workflows. The data shows that 57% of agent deployments focused on technical automation such as configuration and data-integrity checks, while 32% supported business optimisation.

Distinct usage patterns emerged across verticals. Gaming marketers used agents to improve efficiency and protect margins, while retail and fintech teams relied on them to scale traffic and volume. These trends point to an early but meaningful shift toward supervised automation, where AI supports decision-making while marketers maintain strategic oversight.

“Many marketers say they are still struggling to measure clear ROI from AI, yet the adoption curve tells a different story,” said Inna Weiner, VP Product, Data and AI, AppsFlyer.

“GenAI apps are accelerating in consumer adoption, and behind the scenes marketers are increasingly deploying agents to simplify workflows and improve efficiency. AppsFlyer remains committed to helping teams navigate this rapidly evolving landscape with the clarity and confidence they need to grow.”

Beyond the rise of AI in both apps and marketing workflows, the report outlines several broader trends shaping the app economy in 2025.

UK app install spend increased 92% year-on-year, the research revealed. The growth was supported by substantial non-gaming and shopping investment. Globally, iOS user acquisition spend grew 35% while Android remains flat. Non-gaming spend increased by nearly fifth (18%) to $53bn, while gaming grew only 3% to $25bn.

The UK captured 35% more of Europe’s app marketing spend in 2025, reflecting strong gains in shopping and iOS-led growth.

Remarketing – a tactic which shows ads to people who have previously visited an app or website – spend grew a significant 37%to $31.3bn, now representing 29% of all app marketing investment (up from 25% in 2024). iOS remarketing rose 71% with notable gains in transportation (+362%), travel (+145%), and finance (+135%).

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The analysis posits that shopping has reshaped global app install spend distribution. Shopping investment to acquire new users rose 70% overall and 123% on iOS, driven by China-based ecommerce budgets that materially shifted category and regional share.

Platform performance diverges sharply across markets: iOS paid installs increased 40-85% across Western markets, while Android saw declines in key regions (-30% in the US, -13% in the UK), but strong growth in major emerging markets.

“The UK saw exceptional momentum in 2025, led by strong non-gaming growth and continued iOS expansion. Marketers here are prioritising value, engagement, and long-term performance as the market matures,” Weiner added.