According to a report by Juniper Research, enterprise expenditure on generative artificial intelligence (GenAI) over mobile messaging channels will grow by 1,250 per cent over the next four years, from $830 million in 2024 to $11 billion by 2028.
The report estimated that the ability to automate the personalisation of content, including marketing efforts and customer interactions over chatbots, will be the key driver for this substantial future growth.
The report noted that GenAI is a subset of AI, and when applied to mobile messaging, creates new features, including summarising conversations, powering chatbots, and generating hyper‑personalised content for mobile marketing campaigns. As per the report, to maximise the impact of GenAI on omnichannel strategies, the report urges messaging vendors to apply generative AI across all rich media messaging channels, including chatbots and rich communications services (RCS). In doing so, omnichannel strategies will benefit from the unification of customer experiences over different channels.
The report further added that Apple’s announced support for RCS via iOS devices this year will drive the global number of active RCS users to 2.9 billion by 2028. In turn, over 40 per cent of GenAI spend in mobile messaging will be attributable to RCS by 2028, owing to its media-rich nature and ability to be included in native messaging applications.
Commenting on the report, Molly Gatford, research author, said, “Implementing GenAI into omnichannel strategies will provide enterprises with a route to secure a return on investment. Creating personalised marketing campaigns will enable mobile messaging to become viable sales channels, competing with established online apps and brick-and-mortar stores for revenue.”
