A new study from Juniper Research predicts a significant surge in enterprise spending on generative AI over mobile messaging channels. The research suggests a growth of 1250% over the next four years, from $830 million in 2024 to $11 billion globally by 2028. The key driver for this substantial future growth is the ability to automate the personalisation of content, including marketing efforts and customer interactions over chatbots.

Generative AI, a subset of artificial intelligence, when applied to mobile messaging, creates new features, including summarising conversations, powering chatbots, and generating hyper-personalised content for mobile marketing campaigns. The report urges messaging vendors to apply generative AI across all rich media messaging channels, including chatbots and RCS (Rich Communications Services), to maximise the impact of generative AI on omnichannel strategies.

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. 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.

"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." says Molly Gatford, Research Author at Juniper Research.