Generative AI app spending hits $1.1 billion in 2024: What it means for B2B marketing

Generative AI is no longer an experiment—it’s reshaping B2B

Just a year ago, generative AI apps seemed like a promising experiment. Today, they are revolutionizing entire industries, including B2B marketing.

In 2024, consumer spending on AI-powered apps soared to $1.1 billion, marking a 200% year-over-year growth, according to Sensor Tower’s State of Mobile report. Platforms like ChatGPT, Google Gemini, Doubao, and DeepSeek are driving this surge, with millions of users relying on AI-based tools.

By December 2024, ChatGPT surpassed 300 million weekly active users, processing over 1 billion messages per day. Meanwhile, the AI app market reached 230 million users (Statista), proving that AI is no longer an emerging trend—it’s now a fundamental part of how professionals interact with information.

With 4.2 trillion hours spent on mobile devices globally, AI-powered applications are redefining how data is discovered, consumed, and acted upon. For B2B companies, this shift presents both an opportunity and a challenge.

📌 Related read: AI in B2B sales & lead generation.

Why should B2B companies care about this shift?

It’s simple: generative AI apps are reshaping buyer behavior, and the adoption of AI-powered software is transforming B2B marketing, sales, and customer engagement.

- Personalization at scale: AI is taking account-based marketing (ABM) to the next level, delivering hyper-targeted content and predictive engagement models.

- Conversational AI for lead nurturing: AI-driven chatbots and virtual assistants are no longer just answering basic questions—they are now guiding prospects throughout the buyer’s journey.

- AI-powered data intelligence: B2B marketers can analyze real-time behavioral data to predict which prospects are most likely to convert.

📌 Related read: Smart strategies for ABM in B2B marketing.

Generative engine optimization (GEO): The new SEO for AI-driven search

As AI-powered assistants increasingly shape how professionals search for information, traditional SEO strategies are no longer enough. Enter Generative Engine Optimization (GEO)—a strategy that ensures B2B brands are accurately represented in AI-generated search results.

How GEO works

- AI-optimized content: Structuring content to align with AI-generated responses, rather than relying solely on keyword rankings.

- Conversational AI integration: Ensuring your brand is recognized and recommended by AI-powered platforms.

- Optimization for voice & chat-based search: AI-driven search is shifting toward conversational queries, requiring brands to rethink their content structure and messaging.

If your content isn’t AI-optimized, your brand could disappear from search results in the coming years.

📌 Related read: How AI is transforming B2B digital strategy.

How to stay competitive in an AI-driven B2B landscape

Oliver Yeh, CEO of Sensor Tower, explains this shift in user behavior:

"As consumers spend more time on mobile, they are becoming far more comfortable making purchases on their devices. Apps have shifted their monetization strategies to capitalize on this increased attention, finding innovative ways to streamline and improve consumers' digital experience."

For B2B companies, this means:

- Investing in AI-driven marketing automation to improve efficiency and targeting.
- Optimizing digital content for AI-generated search (GEO) to ensure visibility in AI-powered recommendations.
- Leveraging AI-based MarTech solutions to refine predictive analytics, customer engagement, and conversion strategies.

With AI spending on the rise and generative AI redefining digital engagement, B2B organizations that embrace AI now will stay competitive and visible, while those that hesitate may find themselves struggling to keep up.

📌 Explore AI-powered B2B marketing solutions: Krein’s AI & MarTech services.