Less than 4% of users remain active on an app 30 days after installation. The data, alarming, reveals the main challenge faced today by companies investing in mobile technology, which is the difficulty of maintaining user engagement over time. In a market with millions of available apps, capturing the consumer's attention is not enough; it is necessary to develop platforms capable of evolving alongside them.
For this reason, apps have taken on a central role in brand strategies. More than contact points, they became hubs of relationship, data intelligence, and loyalty. "Today, retention is the main gauge of digital efficiency. And artificial intelligence is the great ally in this process. It allows the app to react to user behavior in real time, offering a personalized, smooth experience with a lower risk of abandonment," he states.Rafael Franco, CEO yesAlphacode, a company specialized in the development of customized mobile solutions.
With AI at the core of application architecture, the development process has become more dynamic and predictive. From the design phase, algorithms analyze previous journeys to suggest optimized flows, while automated testing systems simulate thousands of interactions even before the product goes live.
After the launch, the platform itself continues to learn from the generated data, adjusting menus, recommendations, language, and even promotions according to audience behavior. "With this model, we can anticipate navigation bottlenecks, identify abandonment patterns, and create automatic micro-adjustments. The app ceases to be static and begins to evolve with the user, generating more engagement and reducing the acquisition cost per repurchase," explains Franco.
Retention: from pain to competitive advantage
Retention is not limited to keeping the app installed. It aims to encourage recurring interactions, increase the duration of stay, and convert visits into strategic actions such as orders, purchases, or appointments. With AI, it is possible to predict the exact moment when the user is likely to leave and activate engagement triggers, such as coupons, alerts, or the intervention of a virtual assistant.
Franco highlights that user behavior is directly linked to the perceived relevance of the app in daily life. "The user needs one reason to download and another to keep. The App Store has millions of apps every year, and it's a fight for space on the user's screen and storage, which they end up deleting to free up space on their phone. So the app needs to prove itself relevant," he says.
He adds that the loyalty program is one of the most effective strategies to keep the app installed. "I always emphasize the loyalty program because when the customer has a loyalty program within the app, it costs them to delete it. If, for example, you have ten reais in credit or a thousand points accumulated, it's as if deleting the app costs you that amount. This retains the user."
Big brands like Madero, Domino’s Pizza, and China In Box are brands that have already understood that technology in the back-end, where the AI systems are, are the engines of personalization along with automation routines. "All of this is as strategic as the layout visible in the app," points out Franco.
Operational efficiency and scalability
In addition to impacting the user experience, AI is reducing operational costs. Process automation such as customer service, testing, and behavioral analysis allows companies to scale their operations with fewer human resources. It also ensures quick responses: a campaign can be adjusted in real time according to performance or user feedback, without the need for manual interventions.
For companies that need to operate in multiple markets, with demand peaks and different audiences, AI becomes essential. "The same technology that recommends a pizza for lunch can remind the customer of a loyalty program at night, or reorder products in the app according to seasonality. This creates real value for the business," says Franco.
The trend is for apps to stop being just showcases and to become living platforms, constantly updating and learning. Artificial intelligence not only enhances companies' responsiveness but also creates a new layer of dialogue between brand and consumer, more strategic, relevant, and data-driven. "It's not enough to develop a beautiful and functional app. You need to think about how it remains useful and interesting after installation. In this new digital cycle, those who manage to retain the user gain a competitive advantage and build a valuable asset for the business," says the CEO of Alphacode.
