Study shows Asia as fastest-growing market for generative AI apps
Downloads in the region grew 80% in six months, fuelled largely by AI assistants, according to Sensor Tower’s 2025 report
Generative AI is quickly becoming a core of how we work, play, and create.
According to Sensor Tower’s State of AI Apps Report 2025, generative AI applications recorded close to 1.7 billion global downloads in the first half of 2025, generating $1.9 billion in in-app purchase revenue.
Users spent 15.6 billion hours in these apps during the same period.
Asia has emerged as the global growth leader, with downloads surging 80% between late 2024 and mid-2025. This far outpaced growth in Europe (51%) and North America (39%), fuelled largely by rapid adoption in markets such as India and China.
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According to the report, the biggest driver of this growth is AI Assistants, which now account for 85% of all downloads.
Once limited to text-based interactions, these assistants have evolved into multi-tool platforms, offering image generation, voice interaction, and multimedia creation. People now use them to brainstorm ideas, compose music, and even create album artwork.
Users are also getting more comfortable with these assistants. Apps like ChatGPT, DeepSeek, and Google Gemini are becoming part of daily routines, with engagement patterns now mirroring search engines like Google.
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Another finding highlights how AI functionality is expanding into more categories (beyond dedicated AI apps).
Photo and video editing tools, music apps, health trackers, education platforms, and lifestyle services are all integrating AI features.
This cross-vertical adoption means users can now do more within a single app, replacing the need for multiple specialised tools and making complex tasks much easier.
Access the entire report by Sensor Tower here.
Amira Waworuntu is Mixmag Asia’s Managing Editor, follow her on Instagram.
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