The Evolution of AI for Mobile Marketing – The First Mobile Growth AI Agent

Today starts the new era of mobile marketing.

For years, app marketers have worked with fragmented tools, trying to stitch together paid and organic efforts. Keyword reports, dashboards, spreadsheets… and a constant race to stay ahead on the App Store.

That era ends here. A new model is emerging, one where AI acts as a true strategist, capable of understanding data, context, goals, and opportunity.

At SplitMetrics, we’re reshaping mobile marketing with Iris, the first AI Agent purpose-built for Apple Ads and app store optimization (ASO). 

Iris is a transformation in the way teams work, strategize, and grow. Iris is the one that truly understands mobile marketing in context and delivers actionable recommendations. 

This is where your team finally has a unified workflow where ASO and Apple Ads can be aligned more effectively. Decisions can be made with clarity, speed and better than competitors. 

What does this transformation bring to app marketers?

Until now, marketers had to spend hours with market and competitor research, tracking keywords or trying to align paid and organic strategies. 

Iris sees the market at a scale no human can – scanning millions of data points to uncover hidden opportunities and reverse‑engineering what’s most likely to work next. 

Thanks to that, Iris can answer questions like:

• “Which apps are spending the most within Finance in the US?”
• “Which apps target the largest volume of keywords in DE for Health?”
• “Give me SOV insights for apps in Games.”
• “What are the top keywords in Finance in the UK?”
• “Provide an overview of the Health category in Germany.”
• “Which women’s health apps are spending the most on Apple Ads?”

And Iris delivers answers instantly with actionable insights that drive your strategy forward. It turns signals into strategy and strategy into growth. Iris is the only AI Agent your team needs to grow on the App Store.

How app teams benefit from Iris

This new way of working for mobile marketing professionals opens numerous possibilities:

• Product strategists and UA leads can now monitor market trends effectively and get transparency of competitors strategies
• ASO managers can complete their tasks much faster, with hours of research done instantly
• Growth leaders can align paid and organic strategies through unified category insights and structured action plans

By focusing on overall visibility on the App Store, Iris creates better coordination between paid and organic efforts with improved recommendations for faster and precise planning of optimization tasks.

In practical terms, those capabilities provide:

• Visibility into competitor spending patterns
• Finding high-value keywords
• Tracking share of voice (SOV)
• Geography presence
• App details 
• Organic rankings
• CPP usage patterns 
• Category overviews

And for Apple Ads campaigns, that means access to an extensive scope of valuable third-party insights, such as market intelligence based on SplitMetrics Acquire’s data:

• Top apps by Estimated Spend – budget leaders and emerging competitors for each market 
• Top apps by Volume of Keywords – you can monitor broad-reach strategies where keyword portfolios are expanding rapidly, allowing you to balance bidding depth against coverage breadth.
• Share of Voice snapshots – establish performance benchmarks and competitive pressure points before adjusting bids or creative assets.
• Top Keywords by Category & Country – begin with actual data to develop targeted test strategies.
• Granular filters -focus on specific segments with country-specific localization options.

Go from data to action with app store optimization intelligence

Iris now integrates ASO directly into your workflow, bringing together real-time App Store metadata and organic ranking data to identify competitors, discover keyword opportunities, and provide specific recommendations for improving your app’s visibility.

The results are ASO activities with a strong impact. Now you get:

• App Store metadata access: Access comprehensive app information including titles, subtitles, descriptions, ratings, developers, categories, and regional availability through App Radar integration, giving you a complete picture of competitive positioning across different markets.
• Strategic recommendations: Receive targeted guidance for optimizing titles, subtitles, and descriptions, improving keyword coverage, increasing ratings, and identifying market-specific localization opportunities.
• Competitor analysis: Quickly view organic competitors by market and identify strategic gaps and overlaps to inform both paid and organic marketing decisions.
• Localization insights: Analyze metadata and rankings by country to customize your messaging, keyword strategies, and category placement for each market.

App store optimization questions that you can ask Iris include:

• “Who are my organic competitors?”
• “How can we optimize App X’s title/subtitle/description to rank higher?”
• “What specific keyword changes could boost App X’s organic ranking?”
• “Let’s analyze localization strategies for my App ID.”
• “Analyze our app in Spain vs. main competitors—any localization opportunities?”
• “How can I improve my rating?”
• “Is my title optimal, should I change it?”

Faster, safer and more reliable performance

Iris now operates on its own dedicated MCP server, resulting in significantly improved speed, stability, and operational autonomy. This means strategic work can proceed without delays from slow or unreliable responses.

The new version of Iris delivers several key improvements:

• Faster response times: The new infrastructure reduces average response time
• Improved reliability: Error rates have decreased, reducing the need for retries and preventing context loss.
• Security-focused design
• Conversation continuity: The system retains recent conversation history (up to 10 messages)

Evolve your app marketing faster with Iris

Mobile marketing is entering a new era. Markets shift daily, competitors act faster, and data grows more complex. The old ways of working are no longer enough, and Iris keeps pace with every movement.

Iris,the first AI agent specifically designed for Apple Ads and ASO, helps app marketers work more efficiently by providing the most relevant and comprehensive data available. 

With Iris, you’ll experience fewer knowledge gaps, better coordination between paid and organic strategies, and momentum that builds on itself. As the market evolves, Iris gives you the insights you need to take meaningful action, and move faster than competition.

While market evolution is inevitable, Iris makes it manageable and actionable.