AI could finally make the super app work in the US. Or kill it for good.
Tech companies are attempting to revive the 'super app' concept by integrating AI tools into single platforms. While the model has succeeded in Asia, US efforts have historically struggled due to established market incumbents and different consumer habits.
Why it matters
The shift toward AI-integrated super apps could fundamentally change how users interact with digital services and consolidate massive amounts of consumer data.
Jakub Porzycki/NurPhoto via Getty Images This post originally appeared in the Business Insider Today newsletter. You can sign up for Business Insider's daily newsletter here . The "everything app" is making a comeback. Invigorated by AI's capabilities, tech companies are again dusting off their plans for building an app that does everything , reports BI's Hugh Langley. Google and OpenAI recently killed off projects, opting instead to migrate those features into their main offerings. Microsoft CEO Satya Nadella even used the term "super app" when describing future plans for Copilot. So what even is a super app? Imagine having multiple services you regularly use — payments, messaging, social media, etc. — all in one place. China's WeChat is widely considered the gold standard, but the concept is common across Southeast Asia. Tech giants aren't necessarily looking to replicate WeChat this time around.
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