As AI Generated Content (AIGC) continues to reshape industries worldwide, the global mobile app market is undergoing rapid transformation and unlocking new opportunities. To help industry professionals stay ahead, SocialPeta recently released its “H1 2025 AIGC Mobile App Marketing Analysis Report.”

Drawing on a database of over 1.6 billion ad creatives and real-time data updated hourly, the report delivers a comprehensive look at the market landscape, key marketing trends and standout case studies across the AIGC mobile app sector.

Smarter, More Targeted Advertising

In the first half of 2025, the AIGC mobile app market showed a striking trend: while the number of active advertisers declined, ad creative investment surged. This shift signals a move from broad expansion to deeper engagement in existing markets, with marketing strategies becoming increasingly sophisticated, data-driven and precisely targeted.

In H1 2025, the global monthly average of active AIGC advertisers reached 2,041, representing a 47.07% year-over-year decline. This drop reflects growing market saturation in certain sectors, resulting in fewer new entrants. At the same time, leading players doubled down on creative investment: the monthly average number of creatives per advertiser climbed to 416, an 84.22% increase year-over-year. This surge underscores advertisers’ efforts to enhance brand visibility and deepen user engagement through more frequent creative updates.

Distinct regional dynamics further shaped the market landscape:

• Europe remains home to the largest number of AIGC advertisers, but saw a steep 45.7% decline, reflecting heightened competition.
• North America, supported by mature user payment habits, leads in total creative volume, solidifying its role as a core growth hub for emerging products.
• Japan and South Korea stood out with creative volumes surging 262.3% and 266.1% Y/Y, respectively, positioning them as high-potential growth markets.
• Emerging regions such as Southeast Asia and the Middle East also recorded growth of over 100%, highlighting the accelerated global expansion of AIGC apps.

Video remains the dominant format, accounting for 84.05% of all creatives, while images represent 14.93%. Within video ads, 15–30 second clips lead at 56.91%, followed by shorter clips under 15 seconds at 36.51%. Together, these two formats make up over 93% of total video creatives, underscoring user preference for high-density, fast-paced content, a style that perfectly aligns with the communication dynamics of short-video platforms such as TikTok.

Practical Models of Technology Implementation and Scenario Integration

The report spotlights representative AI+ products across key verticals, particularly in imaging and content creation.

AI + Imaging: Meitu’s Dual-Engine Model of “Technology + Product”

Meitu has sustained strong commercial growth by deeply embedding AI technology into its imaging and design products. In August, Meitu Inc. (1357.HK) released its H1 2025 financial report, reporting total revenue of RMB 1.8 billion, up 12.3% Y/Y, driven primarily by growth in paid subscriptions powered by AI features.

Globally, Meitu’s product portfolio has delivered impressive results. With multimodal editing functions such as AI one-click outfit changes and AI poster generation, in June 2025, Meitu reached the #1 spot in the photography category in markets like Italy, a major breakthrough in Europe.

Wink, focused on AI video editing and image enhancement, has surpassed 30 million monthly active users worldwide and repeatedly ranked no. 1 overall in app charts across Southeast Asia, including Indonesia and Thailand.

Meanwhile, BeautyCam, featuring AI beauty enhancement and old-photo restoration, ranked no. 1 during the Spring Festival in multiple countries and has consistently held leading positions in key markets such as Japan and Indonesia.

In its marketing creatives, Meitu emphasizes functional impact. For example, Wink showcases “automatic image quality restoration” through direct side-by-side comparisons, while AirBrush highlights the ease of “intelligent object removal,” engaging users with clear, intuitive before-and-after visuals.

Advertising platform: TikTok Like: 12W

Beyond imaging and animation, the report also features product insights in AI-powered education and health, offering a broader view of how AIGC is transforming diverse industries.

The H1 2025 AIGC Mobile App Marketing Analysis delivers a comprehensive overview of the global AIGC app market, covering market scale, competition, and user consumption trends across North America, Europe and Asia-Pacific. It also examines future growth opportunities and challenges worldwide, equipping industry professionals with actionable intelligence for expansion strategies.

Spanning roughly 30 pages, the report provides data-driven insights and practical strategies to help businesses navigate the rapidly evolving AIGC mobile app landscape. Download your copy today to stay ahead in this fast-changing market.

SocialPeta is a leading ad intelligence platform for the mobile games and apps industry. It helps marketers benchmark the market, analyze competitive creative strategies and spot growth opportunities across regions and channels.