On September 18th, more than 300 app marketing professionals gathered at 360 Madison in New York for App Promotion Summit NYC 2025.
The event featured over 30 expert speakers across four content stages and more than 20 sessions. Executives from The Economist, WeWard, Hopper, and Sago Mini presented to an audience that included representatives from The Wall Street Journal, Condé Nast, TikTok, Walmart, Macy’s, Tinder, Dow Jones, and others.
The summit dedicated networking app recorded over 960 new professional contacts made and 1,400 messages exchanged.
Industry faces platform upheaval and AI disruption
Speakers described an industry grappling with fundamental changes to how apps acquire users and generate revenue, driven largely by new regulations and the rise of AI.
AI integration across marketing functions
Multiple speakers demonstrated how artificial intelligence is moving beyond experimental phases into core marketing operations. Daniel Neumann of Alison.ai argued that “creative becomes the algorithm”, presenting data showing AI-driven creative optimization can double return on ad spend without changing media budgets. Companies also reported implementing AI systems for automated social media posting, static ad generation, and SEO-optimized content creation.
However, the AI boom presents monetization challenges for subscription apps. Phil Carter of Elemental Growth described the “tourist effect”, where AI apps attract massive free user growth but struggle with low-value conversions and high underlying costs from leveraging LLM infrastructure to support AI features.
Web monetization and platform fee avoidance
App store fee avoidance has become a strategic priority following recent regulatory changes in the aftermath of the now fabled Epic Games v. Apple. Andrew Davies of Paddle argued that web-to-app campaigns are now “a non-negotiable growth lever for all apps”. Multiple other sessions outlined strategies for bridging web-to-app journeys, optimizing purchases outside app stores, and navigating complex European tiered structures.
Evolution beyond traditional user acquisition
Companies described moving away from paid user acquisition toward product-driven growth strategies. Makoto Rheault-Kihara of Hopper detailed how the company transformed its core products into B2B offerings, which now generate more than half their revenue, allowing them to turn off most of their paid UA.
Jacob Rushfinn of Retention.Blog presented case studies showing how top apps iterate onboarding flows to improve conversion, while multiple speakers discussed aligning product, marketing, and operations teams to coordinate growth efforts.
App Store Optimization adjustments
App Store Optimization is undergoing significant changes too as both Apple and Google implement new algorithms and policies. Dave Bell of Gummicube outlined recent App Store updates and their ASO implications, while Anthony Asuncion of AppTweak led a discussion on adapting to platform changes.
Colton Kaufman of Sago Mini presented a case study on ASO for trust-sensitive markets like kids and family apps, showing how to navigate dual-audience challenges of marketing to parents while designing for children.
Companies also reported experimenting with new keyword strategies and visual assets that build trust while adapting to AI-influenced discovery mechanisms.
Finally, the summit partnered with Treeapp to plant over 300 trees as part of the event’s sustainability efforts.
App Promotion Summit NYC will return in 2026 at a larger venue and rebranded as Business of Apps NYC.