The Agentic Era Begins: Introducing Iris, the First AI Agent Purpose-Built for Apple Ads

Today marks a significant milestone for SplitMetrics – we are officially launching an AI assistant that will change how app marketers work and operate.

Hear from our Chief Revenue Officer: Eoin Hallahan introduces Iris, the first AI Agent for Apple Ads and why it changes how UA teams work.

As app teams manage complex, multi-channel campaigns and use different tools to transform data into proactive and actionable strategies, AI agents are stepping in to disrupt the old rules and models. Our AI assistant goes beyond traditional tools logic to dynamically adapt, make judgment calls, and proactively deliver the precise, actionable insights app marketers need.

The agentic era in app marketing starts today, with the agent that empowers teams to do a lot more in a smarter and faster way.

What is SplitMetrics’ first AI Agent?

The first SplitMetrics agent is designed to function as a dedicated Apple Ads strategist or domain expert within a marketing team, powered by agentic AI.

With the code name of Iris, it is the first AI agent purpose-built for Apple Ads, built & trained by a team of experts in mobile marketing, to drive app growth.

Iris draws its information from different public data sources, including Apple Ads performance, Insights and market Intelligence from the SplitMetrics Acquire platform. 

The capabilities of Iris are based on:

• 3 million keywords in its database
• over 2 million apps across 68 app store regions

Iris can process user text prompts and understand their intent to perform tasks such as:

• Detecting competing apps
• Identifying their presence across different storefronts
• Tracking competitor market shares and trends
• Track new creatives used by competitors
• Providing a competitor overview in Apple Ads, including their strategy, activity, total market share (impression share), number of keywords bid on, estimated spend, number of CPPs (Custom Product Pages) used, and their share on the user’s brand keywords

With the launch of Iris, we are adjusting to the way app marketers work. Just like ChatGPT provides instant answers based on large amounts of general training data, Iris does similar, but with one major difference – it is trained on highly specific, app market intelligence data. 

In other words, instead of doing manual analysis of multiple dashboards, Iris allows you to get instant Apple Ads insights that leverage years of SplitMetrics experience with developing AI models specifically for app marketers.

While Iris is based on generative AI, it is much more than that – it is a truly purpose-built agent.

What benefits can you expect from the agent?

After analyzing over 1000 of queries from our early test group of customers, real-time, high-quality competitor intelligence is one of the most in-demand capabilities for Apple Ads among marketers.

Leading app marketers typically use multiple tools to gather competitor intelligence and market data. Iris aims to unify these efforts into a single, intelligent, agent-driven solution that simplifies workflows and reduces the number of disparate tools needed in the process to deliver tangible results:

• Save hours of manual research with instant access to market insights
• Act fast on competitive moves and emerging trends — before your rivals do
• Get a 360° view of your Apple Ads landscape across all your key storefronts
• Make smarter, faster decisions backed by AI and deep data analysis

The market research activities performed by Iris frequently lead to high-impact actions for user acquisition managers, such as adding new keywords, creating or updating Custom Product Pages (CPPs), and adjusting CPT (Cost Per Tap) bids on key terms, identifying new regions to target and expand to and more.

This translates into better performance metrics like CPA, ROAS, and SOV, as well as volume growth leading to a bigger market share and more acquired customers.

Iris is limited only by your creativity

Iris handles the research and returns clear and expert answers in seconds. 

Some of the general questions you can ask and get comprehensive answers include:

• What is the best way to improve my app’s share of voice on branded terms?
• Can you provide general information about my competitor app
• What sort of challenges do agencies face when managing Apple Ads for their clients?

It is also possible to ask very specific questions and receive detailed answers, for example:

• I’m looking at Airbnb as a brand, they are only focusing on branded and minimal competitive campaigns. They want to drive Share of Voice and maintain a low CPI. They do not have a direct revenue cycle due to the nature of their app and market. Controlling as much of the market presence is key – including CPM. How would you approach this challenge?
• I have this competitor, check if I am missing any important keywords in terms of popularity and relevancy in my campaigns compared to what this competitor has

As a user acquisition assistant built for Apple Ads, Iris is always ready to jump in and do the heavy research lifting for you.

How does Iris work?

Iris operates by mimicking the systematic problem-solving approach of a human project manager or a consulting team, but with increased speed and consistency.

It functions as a market researcher within the AI system. 

1. It identifies the specific goals and any constraints within the user’s request.
2. It leverages its memory of similar past scenarios to inform its approach.
3. It breaks down complex objectives into smaller, manageable subtasks. 
4. It allocates these subtasks to appropriate internal tools or specialized AI models
5. It continuously monitors the outputs from these tools and models, evaluates the results, and loops back to refine its plan as needed. This “reflection loop” is faster and more consistent than human review cycles, allowing for “active situational awareness”.

The Agent interface

Iris functions similar to ChatGPT, where you ask questions and get structured and strategic answers instantly.

It uses a simple chat interface – when the user inputs a text prompt, it first works on understanding the user’s intent and uses contextual information, such as the user’s app, target metrics, interaction history, and existing competitors. This contextual awareness helps it tailor its research and analysis.

The output of the interaction with the agent consists of text summaries focused on:

• Competitor identification & analysis
• Keyword strategy analysis
• Geographic presence analysis
• Custom Product Pages (CPP) analysis
• Strategic Insights & Recommendations
• Market Intelligence Metrics
• Apple Ads Best Practices
• Industry context

Iris also operates within SplitMetrics’ overall agentic AI architecture, which includes an orchestration layer, models, tools, and data sources.

Join the agentic revolution in app marketing

The agentic revolution is entering the app marketing industry and Iris is just the beginning. As the agents team evolves, expect it to do more things like CPP intelligence, detect market trends and competitor landscape changes, make predictions, change bids and budgets, add new keywords and more.

The time is now.