These radical applications are creating a significant shift in how consumers interact with their mobile devices influenced by new marketing centric technologies including chatbots, predictive analytics, and intelligent automation. Presently, modern apps have the ability to customize content down to the individual user, in contrast to broader segments. With advanced predictive analytics, a customer’s needs will soon be forecasted 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 an everyday basis with product, destination and music recommendations based on recent activity. Thanks to complex algorithms of previous user choices and interactions, Nick Kohlschreiber remarks that smart apps will soon be able to recommend relevant content at the exact time the consumer has the highest likelihood of participation.