In 2025, consumers globally spent more on non-game mobile apps than on games for the first time, driven largely by the rise of generative AI apps. Spending reached about $85 billion, with AI apps alone generating over $5 billion in in-app purchases. The report highlights significant user engagement and growth in mobile access to AI assistants.

This article analyzes the rapid growth of generative AI in enterprises, highlighting a significant increase in spending and adoption rates. It emphasizes the shift from building in-house AI solutions to purchasing ready-made applications and the dominance of startups over established companies in the AI application market.