Unveiling the future: Inside AppsFlyer’s AI strategy

AI-first marketers are redefining the marketing game by combining the best of human intuition with the unmatched speed and scale of machines. At AppsFlyer, we’ve witnessed this transformation over the years across thousands of brands, from finance and gaming to e-commerce and travel, all around the globe.

Mastering AI – your competitive edge

Today, the balance between human creativity and machine intelligence reaches its peak, driven by the greatest technological revolution of our lifetime: AI. Now, more than ever, what separates top-performing marketers from the rest is their understanding that human creativity remains their competitive advantage, amplified by AI. However, truly mastering AI involves much more than simply using new tools; it requires strategic integration into every facet of your marketing approach. It is no coincidence that this was the hottest topic among over 2,500 marketers at the industry’s largest conference, MAU Vegas.

At MAU Vegas last week, we presented three essential pillars that transform marketing teams into AI-mastery teams. Based on this framework, shaped together with our customers, we built the AppsFlyer AI strategy, empowering marketers with AI solutions explicitly designed to amplify human creativity, strategic insight, and execution, maximizing their impact:

1. Data – the foundation of AI

AI is only as powerful as the data it’s built upon. AppsFlyer Core AI ensures marketers have accurate, rich, granular, and clean data ready for immediate use. Here are some standout examples:

• Fraud protection: AppsFlyer fraud protection AI layer uses advanced behavioral analysis to instantly detect and block sophisticated fraud tactics like bots, device farms, and fake installs. This new AI layer, built on top of AppsFlyer’s Protect360 anti-fraud suite, safeguards brands’ marketing budgets and ensures every dollar contributes to authentic user engagement, significantly enhancing the ROI.

• Creative optimization: Leveraging AI, AppsFlyer’s Creative suite evaluates all creative assets across campaigns and channels to uncover the highest-performing elements within the creative asset. By identifying successful trends and patterns in real time, these AI-generated insights can seamlessly integrate into your generative AI creative factory, creating an autonomous AI loop. With such a closed loop, Marketers can automatically and autonomously refine and scale winning creative strategies, boosting overall campaign effectiveness. Brands utilizing this complete AI loop have reported a remarkable 200% increase in production success rates.

These are just a few examples of capabilities that leverage accurate, clean, and rich data, enabling marketers to build effective AI models and solutions in harmony with their human expertise.

To fully unlock AI’s potential, data readiness is non-negotiable. At AppsFlyer, we see it as our responsibility to ensure our customers’ data is not only accurate and granular but also inherently AI-ready, enriched with meaningful metadata, and protected by robust governance. This includes strict controls on data quality and access, as well as built-in mechanisms to safeguard privacy and compliance. Clean, trusted, and well-documented data empowers our customers to safely operationalize and scale AI models or tools, from assistive to agentic, unlocking faster innovation and greater impact.

2. Assist – your strategic growth partner

It’s incredible how quickly we all adapted to interacting with AI through conversational, assistant-based interfaces. AppsFlyer Assist takes this experience to the next level, serving as your personal AI copilot that provides instant clarity, insights, and practical assistance to streamline and enhance your marketing strategy. Among other capabilities, Assist can provide:

• Instant insights: Quickly translate complex, raw data into clear, actionable insights, dramatically reducing decision-making time. These insights enable marketers to rapidly adapt strategies based on real-time performance data, ensuring faster and more informed marketing decisions while preventing missed opportunities.

• Efficient setup: AppsFlyer Assist offers guided, step-by-step assistance to effortlessly configure platform settings, partner integrations, and in-app event definitions. By eliminating setup errors and accelerating implementation, marketing teams can quickly leverage new capabilities and best practices.
  

This experience is already becoming our users’ trusted partner for growth, helping them analyze data, set up integrations, discover best practices, troubleshoot day-to-day issues, and much more.

3. Autonomous AI agents – execution powerhouses

Autonomous AI Agents are more than just automation tools; they are essentially new team members deployed to your team. You give them tasks, and they execute effectively. You can even orchestrate multiple agents to collaborate, effectively deploying new teams under your supervision and guidance, unlocking tremendous opportunities. Here are a few examples of our pre-built agents:

• Audience builder: An AI agent that proactively creates and suggests high-value user segments for both user acquisition and retention. These segments are dynamically updated based on performance, ensuring continuous optimization and maximum impact on user engagement and conversion.

• Media mix optimization: An AI-driven media mix agent that analyzes your current advertising performance against industry benchmarks and historical data, then presents tailored recommendations based on your specifications. You retain control to either directly implement these recommendations or deploy other agents to handle these optimizations automatically, ensuring optimal efficiency and maximum return on ad spend.

In addition to these out-of-the-box agents, brands will be able to create custom AI-powered agents and automations via our new Model Context Protocol (MCP) servers. These servers allow for easy connection of AppsFlyer’s APIs to any large language model (LLM), such as ChatGPT or Claude. This agent platform and the MCP servers will enable marketers to swiftly tailor complex workflows and automations, seamlessly integrating AI-powered decision-making into their daily operations.

Your path to AI mastery starts here.

At MAU Vegas, it was clear that almost all brands and advertisers are shaping their AI strategies these days.

We believe that by ensuring you have accurate, clean, and rich AI-ready data, autonomous AI loops, conversational AI copilots, and new AI team members working on your behalf, you are well-positioned to help your marketing team master AI. This approach effectively balances human creativity and expertise with AI power, driving business growth and maximizing strategic potential.

The future of marketing is here. Embrace AI-driven excellence with AppsFlyer. Let’s set the pace together.