Influenced by new marketing centric technologies including chatbots, predictive analytics, and intelligent automation, these groundbreaking applications are creating an important shift in how consumers interact with their mobile devices. Modern apps now have the ability to customize content down to the individual user, as compared to broader segments. With progressive predictive analytics, a customer’s desires 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 leveraging 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 envisages that smart apps will soon be able to suggest relevant content at the precise time the consumer is most likely to engage.