Hyper-Personalization at Scale Requires Brands to Adopt Agentic AI Strategies
As Infobip celebrates 20 years of customer communication innovation, the AI-first company envisions the future of agentic AI
The Evolution of Engagement
Swift AI adoption is driving enterprises toward agentic AI communication models, which drive autonomous customer communications across all touchpoints. This technology enables hyper-personalization across multiple channels, creating highly engaging content tailored to individual needs.
Silvio Kutić, Infobip CEO, comments:“How we communicate with brands is constantly evolving. In this new agentic AI world, brands must seize the opportunity to take a holistic approach to communication. They must capitalize on the hyper-personalization made available through agentic AI and rich communication channels like RCS and WhatsApp.”
The Agent-to-Agent Future
Looking ahead to 2030, Infobip envisions personal AI assistants embedded in smartphones handling complex tasks independently. For example, a user’s personal AI could autonomously negotiate with a travel company’s AI to research, book, and purchase a holiday based on the user’s digital habits and preferences.
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The Challenge for Brands
To succeed in this new landscape, businesses must eliminate data silos. Effective AI agents require a unified view of customer touchpoints – from marketing to support – to deliver the personalized experience consumers will become accustomed to. Currently, business readiness is low, with only about 5% of enterprise AI agent projects reaching production due to unstructured data and internal barriers.
“Enterprises must act now,” Kutić emphasizes. “Organizational structures that facilitate seamless data sharing will be the key to successful AI agent adoption. While a personal AI agent booking a holiday might seem futuristic today, brands unable to meet this future will risk losing their competitive edge.”
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