How Artificial Intelligence is Affecting Mobile App Personalisation

How Artificial Intelligence is Affecting Mobile App Personalisation

By Varsha Solanki

Among the different technologies to watch at the moment are Artificial Intelligence, Machine Learning and Big Data.

All data is considered useful, and some learning is built on that data to give out insights that help you with delivery. AI is not being used by a lot of industries; however, that will not be the case in the long run. You will notice how AI can actually build your user profile and fit your needs perfectly.

Here we will talk about why you need AI in mobile apps, and how it tends to boost your personalization efforts.

AI in Mobile Apps

When you deliver a mobile app to your audience, you are basically catering to their needs for convenience and comfort. You don’t want them to feel the extra effort when browsing through your mobile app.

However, you don’t know anything about delivering a comfortable mobile app, unless you know how they are going to use the apps. For instance, if the apps are going to be used with the help of their right hand alone, then your buttons and interface need to be designed accordingly.

If you have a video streaming app, then the landscape visual should be better than the portrait visual. You will need to imagine all these contexts before getting the design right. In many cases, people are now looking at smart assistants to complete their jobs.

With gestures and assistants taking over the task that your fingers used to complete, AI has become an integral part of the mobile apps. AI offers a single interface that helps users accomplish all their tasks with ease through commands instead of clicks.

Why Personalization is Important?

If you want to deliver an experience, it has to be for the user who is using  your app. If the material on your app is not relevant or the experience is not in-line with the user’s needs, your app will be uninstalled from their phone immediately.

Relevance makes you stand out and within their mobile devices for long. Prompt removal and reduction in downloads or users can be a major problem for your brand if you think “one size fits all” mantra works for you too.

Apart from being relevant, the app should also respond to the user’s needs or help them understand their needs. The app should become the sales person in that shop you go to purchase your products. The app should understand your needs, and then offer products accordingly.

The need for this kind of personalization has increased within the users. In fact, an app designed to personalize the offering has more viewership, downloads and usage as compared to the app that is fixed and irrelevant.

AI & Personalization

You now know how important personalization is for marking up the users in your target, and keep them hooked to your app.

Artificial Intelligence is a must if you want to personalize the app solutions. Here is how organizations on a global platform are using AI within the mobile apps.

• Predictive Purchases: Let’s say your user went on to the mobile app sometime back to conduct a few purchases. There you have the purchase history that you can look into at any given time. after the purchase, comes the browsing history that you need to look into. You should know what kind of items the user has been browsing for a while. It could be bow ties, shoes etc. once you have the list handy, you can predict what the customer visiting your shop regularly is going to buy. You can show them more such stuff, and even ensure they go through the funnel to complete the purchase.
• Recommendations: Netflix and Amazon have been using AI to complete this aspect for a while now. Based on your browsing history and the consumption of your content, AI can help you purchase more things. Netflix helps recommend few series or shows that you should watch. This kind of recommendation is based on whatever you have viewed till then.
• Optimization: AI can be used to identify ways in which you can perform the task at hand better. For instance, If you want to reach a particular point in say 15 minutes, then AI will find the fastest route for you. That kind of optimization will help you in the long run.

Summing up

AI in mobile apps is a necessity considering the increased need for data-driven personalization. AI will not only help with reading through the relevant data to build insights, but also build algorithms that can help you create the apt solutions for your mobile apps. From recommendations to reasoning, the mobile apps can be personalized to meet your unique demands and make the app more convenient to the end user.

Author Bio:

Varsha Solanki is a Digital Marketing Strategist at Space-O Technologies, a mobile app development company. She has 3 years of experience in the Information Technology industry. She spends her time reading about new trends in Digital Marketing and the latest technologies.

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