The most popular global mobile messenger apps

as of July 2019 by number of active users per month (in millions)

As of July 2019, 1.6 billion users were accessing messenger WhatsApp monthly. The penetration and frequency of use of this messenger is particularly strong in markets outside the US, as a result it is one of the most popular mobile social apps in the world.

In February 2014, the social network Facebook acquired Messenger for $19 billion.

The use of messengers is a global trend. And now it is instant messaging services that are winning the war for users' attention online. So businesses need to adapt to this and learn how to use such services to solve their business problems.

The use of Artificial Intelligence (AI) in marketing is a global trend that can push you to come up with interesting ideas and solutions in your business.

Artificial Intelligence (AI) has long been a subject of imagination successfully screened in Hollywood blockbusters. But we have lived to see the day when fantasy has become reality. The technology is evolving on such a scale that global market revenues are expected to grow from 7.4 billion USD in 2018 to 90 billion USD by 2025. Most of this revenue will come from North America. Asia-Pacific and Europe are fighting for second place so far. The US, China and the UK lead in the concentration of artificial intelligence companies.

Artificial intelligence applications are not limited to robotics in manufacturing. It also finds application in predicting customer behaviour, monitoring social media interactions and adapting advertising messages to the needs, likes and languages of the audience. Already now we can see automatic adaptation of Instagram posts according to the language we use or displaying exactly those posts, messages, which are in our sphere of interest by analyzing our actions and reactions in social networks.

In general, marketers around the world have found two major applications for AI: data analytics and task automation. Given the growing focus on customer data, roughly half of global marketers use AI to analyze their data. There are applications that personalise messages, identify customers from different sources/devices, automate email newsletters, automate customer service in some areas and this is just the beginning. All in all, AI is considered one of the most effective technologies in digital marketing.

Since the use of AI technology in marketing is still in its infancy, many industry experts are not entirely convinced that AI is having an impact on the effectiveness of advertising right now.

Advertisers are not yet comfortable with automating everything comprehensively, only individual processes.

Marketers also need a detailed overview of the costs, data needed and algorithms involved in using AI. In other words, the industry does not seem ready to give up control of its work in favour of artificial intelligence.

It's only obvious that the general consensus is that technology is an important trend in the advertising industry. And if you can apply AI comprehensively where it's not already working, it's a very promising industry.