Generative AI spend on mobile messaging to reach $11bn globally by 2028

A new study from Juniper Research, the foremost experts in telecommunications markets, found enterprise spend on generative AI over mobile messaging channels will grow by 1,250% over the next four years, from $830 million in 2024.

It predicts 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.

Generative AI is a subset of artificial intelligence, and when applied to mobile messaging, creates new features, including summarising conversations, powering chatbots, and generating hyper‑personalised content for mobile marketing campaigns.

Enterprises Must Avoid Siloed Approach to Generative AI
To maximise the impact of generative AI on omnichannel strategies, the report urges messaging vendors to apply generative AI across all rich media messaging channels, including chatbots and RCS (Rich Communications Services). In doing so, omnichannel strategies will benefit from the unification of customer experiences over different channels.

The research predicts 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% of generative AI 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.

Research author Molly Gatford noted: “Implementing generative AI 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.”

The Research Suite
The new research suite offers the most comprehensive assessment of generative AI in the mobile messaging market to date, including market analysis and in-depth forecasts for 60 countries. The dataset contains over 15,500 market statistics within a five-year period. It includes a ‘Competitor Leaderboard’. Juniper Research