AI Powers Up App Engagement: Lessons from WHOOP, theCut, and Grohaus

What Happened

Artificial intelligence is rapidly changing how apps connect with users, but where does the hype end and the real impact begin? A recent panel discussion at the App Promotion Summit NYC 2025, featuring leaders from WHOOP, theCut, and Grohaus, explored this very question. The discussion highlighted both the promises and pitfalls of integrating AI into lifecycle marketing, offering practical advice for navigating this evolving landscape.

Personalization at Scale

One of the most significant benefits of AI is its ability to personalize user experiences on a massive scale. Machine learning algorithms can analyze user data to tailor messaging, content, and offers to individual preferences. The panelists noted that this goes far beyond simple segmentation, enabling the creation of hundreds of thousands of message variations. However, this level of personalization requires careful management to avoid overwhelming users or creating a disjointed brand experience.

Maintaining Brand Voice

Here's the catch: as AI tools like ChatGPT become increasingly integrated into marketing workflows, maintaining a consistent brand voice presents a unique challenge. The panel joked about the potential for interns (or even AI itself) to inadvertently dilute or misrepresent the brand. To counter this, businesses need to establish clear guidelines and oversight processes for AI-generated content. This ensures that AI enhances, rather than undermines, the brand's identity and values.

Where AI Stumbles

While AI offers tremendous potential, it's not a silver bullet. The panelists cautioned against relying too heavily on AI without human oversight. Generative models can sometimes produce inaccurate or irrelevant content, particularly when dealing with nuanced or complex topics. Additionally, an over-reliance on AI-driven personalization can create filter bubbles, limiting users' exposure to diverse perspectives and potentially reinforcing existing biases.

Our Take

The key takeaway from this panel is that AI should be viewed as a tool to augment, not replace, human creativity and judgment. While AI can automate many aspects of app engagement, it's crucial to maintain a human touch to ensure authenticity and relevance. Companies should focus on using AI to enhance their existing marketing strategies, rather than completely reinventing them. This involves carefully selecting the right AI tools, establishing clear guidelines for their use, and continuously monitoring their performance.

Why It Matters

As AI continues to evolve, its impact on app engagement will only grow. Businesses that embrace AI thoughtfully and strategically will be best positioned to deliver personalized, engaging experiences that drive user growth and retention. However, those that blindly adopt AI without considering its limitations risk alienating their audience and damaging their brand. The future of app engagement lies in finding the right balance between AI-driven automation and human-centered design.