How Artificial Intelligence is Driving Mobile App Personalization


Apple’s introduction of Siri in October 2011 is generally seen as the start of using Artificial Intelligence (AI) in mobile apps, and the AI helper was made available to the public with the launch of the iPhone 4s. Since then, AI has grown steadily and has opened up many possibilities in the development of mobile apps, not only in the iOS application development arena but also in cross platform mobile app development.

AI is a very broad term that basically means the ability to copy the intelligent behavior and its development results in intelligent machines that react like humans. Various other specific capabilities or fields are encompassed by AI, including natural language processing, machine learning, knowledge management, machine vision and problem-solving.

Although the general possibilities of AI are endless, with mobiles it is normally embedded using context-aware sensors or chatbots. A custom mobile application development company would typically use artificial intelligence as a tool to intuitively engage users with the end goal of retaining them.

Smartphone Capabilities

Smartphones are becoming increasingly popular and it has reached the stage that most people own one. This rise in popularity has been mainly due to the personalized experience smartphones provide to users. Personalized features provided by apps installed on smartphones include:

  • Customization of various features
  • Location identification and sharing
  • Speech and touch recognition
  • Text to Speech and Speech to Text conversion

Smartphones can already detect our mood, sense our heartbeats, or automatically track where we walk or drive. Some insurance companies have gone so far as to detect your driving style with an app and will reduce your premiums if you are a ‘good’ driver. There are however still many limitations that are now being eradicated by artificial intelligence.

AI applications are increasingly becoming more powerful on mobile platforms due to the number of features devices offer to enhance AI performance. Most smartphones are nowadays fitted with various devices including:

  • Cameras
  • Microphones
  • GPS tracking
  • An A11 Bionic chip – Apple has recently revealed the iPhone X that contains this chip complete with a neural engine built for AI tasks, including 3D scanning for Face IDs.
  • Near infrared spectral sensor – Si-Ware Systems has developed this small sensor that can be used analyze materials in real-time without having to send samples to a lab.
  • FM radios – most smartphones have these built in, but they are de-activated in two-thirds of devices.
  • Thermal imaging sensors – cameras fitted with these will be able to see in total darkness.

Mobile app development services India and across the world can combine these built-in features with AI technology to make apps more personalized and relevant. When AI is used to contextualize user behavior, each app session will build on the previous ones to make the sessions increasingly valuable.

AI at Home and in Business

The huge companies in the AI space have all released digital home assistants. These include Microsoft’s Cortana, Google Home, Amazon’s Alexa and Samsung’s Viv. Of these, Amazon’s voice-controlled Alexa dominates this emerging market. This is mainly due to the number of products with which Alexa can integrate, which means they have a lot more developers that are using their technology.

Alexa could transform interactions between businesses and their customers with more than home devices that are connected. It is predicted that voice and mobile control will combine to create a great user experience that reduces the number of pain points they have. This will enable smart home devices to do what they’re supposed to, rather than asking users what they should do.

Users can interact with apps through voice interfaces. As natural, everyday language is used, this process is much more seamless and intuitive than any other way. Users, however, want to experience much more than simple voice recognition but are looking for a range of useful characteristics, including context-aware computing and predictive messaging.

As our dependency on modern technology increases, users want new innovations that are able to take control of the things surrounding them. By using AI, an android app development company in India, amongst others, have started developing smart apps. These will take personalization further by providing users with an experience where apps will handle most of the normal chores in a way that’s much more effective.

AI technology has expanded to such a degree already that users have completely repositioned the value benchmark of their experience. More predictive and in-depth mobile app performance is fast becoming a necessity, rather than a cool new feature.

Smarter Apps

Responding to these expectations, the “My Starbucks Barista” mobile app was released by Starbucks earlier this year. The app will place an order after the user has simply told it what they want. The “TacoBot” released by Taco Bell goes a step further than automated ordering. It’s rich, tailored user experience recommends personalized menu items by evaluating purchase trends specific to the user.

By leveraging big data and AI, mobile app development services India are developing apps that are becoming increasingly interactive and intuitive to use, and are also customized and personalized at the same time. Smart apps, or apps using AI, are gaining in popularity as they add convenience to users’ lives by helping accomplish routine tasks.

App developers at leading companies are pushing the envelope to enhance personal experiences by using this technology. Big brands including eBay and Amazon have already proven that AI mobile apps can be successful. With consumer demands shifting almost daily and technology advancements continuing unabated, Artificial Intelligence app development is a hot topic for businesses.

The big enterprises are utilizing these AI algorithms in various products to strategically involve users into their brand ecosystems. Through this, businesses can engage users effectively and are able to provide different incentive to use their services. One example of this is Amazon’s Prime delivery service which works especially well when customers use the Echo.

Many devices and applications will be embedded with algorithms that are able to change depending on the users’ behavior. Apps can collect data from diverse sources including:

  • Point-of-sale machines
  • Online traffic systems
  • Mobile devices

The algorithms examine the data, identifies trends and then adjust the apps to deliver more suggestive and context-rich experiences. Forward thinking businesses are making use of the benefits AI delivers by connecting users to brands in new, personalized ways.

This assists enterprises in the planning phase and helps them in customer engagement and in retaining long-term relations with these customers. Many examples of artificial intelligence can be seen on the internet, including in e-commerce web stores or chatbots available on numerous websites.

Merging Home, Business and Mobile AI

Although Amazon originally released Alexa in the home and dominates that market, it is now moving her outside, once again doing the opposite to the competition. Ford and Amazon have joined forces and brought Alexa into cars. This allows Ford’s customers to access Alexa from inside the car with SYNC 3. Users can use this connectivity to do things like add items to a shopping list, play audiobooks, check the weather and control home devices that are Alexa enabled.

This move has elevated Alexa into a leading new digital platform, and it could become an integral part of our daily lives. This strategic move demonstrates that Amazon is committed to personalizing user’s experiences by making Alexa available everywhere its users go. We will continue seeing AI technology integrated within mobile apps more and more, streamlining and personalizing the user experience.

The future of artificial intelligence technology looks bright as leading IT and app development companies in the world continue showing their interest in the use of this technology. It is even likely that we will soon see artificial devices show more intelligence than what humans do.

Kalpan Shah Author

Kalpan shah has been involved in creating mobile apps for iOS and android. He carries total 8 years of experience in industry and his major interest in technologies like iOS, Swift, Android and React-Native. Kalpan Shah is currently associated with PromptSoftech and hold a position of Project lead for Mobile app development department.

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