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.

Generative AI (GenAI) is transforming the ecommerce landscape by enhancing search capabilities and personalizing user experiences through advanced machine learning algorithms. It enables businesses to optimize their tech stacks for better data management and engagement, while also emphasizing the importance of maintaining high content standards and mitigating biases in AI-generated outputs. The integration of GenAI allows for more meaningful interactions and improved customer journeys in online shopping.

The article explores the challenges of measuring the usage and impact of generative AI, highlighting the confusion around metrics such as active users and token generation. It draws parallels to early internet metrics while emphasizing the need for clarity in definitions and understanding the context of AI adoption. The discussion also considers the potential future applications of LLMs and how they will be integrated into existing systems.