When mobile apps harness the power of artificial intelligence (AI), they often aim to provide personalized experiences and improve user engagement. However, what happens when these same apps become too pushy? Instead of failing loudly, they tend to get muted – not deleted, just silenced. The question is, why do users start ignoring AI-driven apps that were once helpful?

It's not uncommon for mobile apps to develop an overconfidence problem after introducing AI features. This phenomenon occurs when teams add AI capabilities without fully understanding the underlying reasons why users initially started using the app. As a result, the app becomes more confident, but less accurate in its predictions and nudges.

Take Spotify, for instance. When it starts playing songs based on your past listening habits, it's great. But what if those habits change over time? The app might continue to suggest songs that no longer resonate with you, leading to decreased engagement and a muted experience. Similarly, Duolingo might remind you of a language learning streak you've long since abandoned, causing frustration rather than motivation.

From the app's perspective, these issues can manifest as:

  • Engagement drops
  • Sessions slow down
  • Usage declines

In response, AI-driven apps tend to become even more pushy by:

  • Sending more targeted nudges
  • Improving their timing and personalization

However, this approach often overlooks the underlying reasons for user dissatisfaction. The real problem is usually misaligned intent – users didn't leave because they forgot; they left because the app's value peaked, the effort outweighed the reward, or it solved yesterday's problem.

That's why adding AI too early in an app's development can actually worsen retention rates:

  • You scale the wrong behavior faster

To avoid this pitfall, it's essential to understand why users initially started using your app before introducing AI features. By doing so, you can ensure that these features align with the user's needs and goals.

In conclusion, AI-driven apps should be used thoughtfully and strategically. While AI is great at reacting, it often struggles to notice when the reason for showing up is gone. By prioritizing user understanding and intent, mobile app developers can create more effective and engaging experiences that keep users coming back for more – not being muted or ignored.

Curious: What's one app you've muted, not because it was bad, but because it stopped feeling relevant?