How AppsFlyer built AI into their platform

At the HumanX 2026 event, Michael Grinich discussed with Eran Dunsky from AppsFlyer the integration of AI into their marketing analytics platform, focusing on both internal tools and customer-facing features. AppsFlyer, which tracks app installation success from ads, leverages AI to enhance engineering productivity through tools like code generation and automated testing, while also embedding AI into existing user workflows to improve data insights for marketers. Despite the potential of AI, AppsFlyer faces challenges such as data privacy, the critical need for accuracy in marketing attribution, and encouraging user adoption of new AI-driven features. Eran emphasized the importance of seamless integration of AI into existing products, ensuring that improvements are practical and measurable, and maintaining that AI is a capability layer rather than a separate product line.