These revolutionary applications are creating an important shift in how consumers interact with their mobile devices influenced by new marketing centric technologies including chatbots, predictive analytics, and intelligent automation. Modern apps currently have the ability to customize content down to the individual user, in comparison to broader segments. With progressive predictive analytics, a customer’s needs will soon be predicted before they are even expressed. Some of the most widely used apps in the world, including Amazon, Foursquare and Last.fm, are already making use of this powerful technology on a daily basis with product, destination and music recommendations based on recent activity. Thanks to complex algorithms of previous user choices and interactions, Nick Kohlschreiber imagines that smart apps will soon be able to suggest relevant content at the exact time the consumer is most likely to participate.