In 2025, Generative AI boosted mobile ecosystem growth, with app downloads doubling YoY. Retail Media impressions surged 165% YoY, peaking in October due to Microsoft Copilot at Costco. Eight Gen AI brands drove category growth, with Copilot dominating at 392M impressions, followed by Google AI and Adobe.
Most brands focused on Amazon and Best Buy, while Copilot expanded to Costco. Video channels like OTT and YouTube were key for demonstrating AI use cases. ChatGPT ran 100% of impressions on OTT, showcasing everyday tasks.
Anthropic used OTT and OffSite Video for aspirational positioning. Creatives highlighted common themes and distinct strategies, such as Microsoft's laptop productivity, Google's daily companion, and Adobe's agentic AI in Acrobat Studio.
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AppsFlyerHow Gaming, Finance, and E-Commerce Marketers Use Claude and AppsFlyer MCP
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