Infobip Unveils AgentOS for Autonomous AI Customer Engagement

Infobip, the global AI-powered cloud communications platform celebrating its 20th anniversary this year, is gearing up to introduce its fully managed, AI-native solution, AgentOS. With this launch, the company takes a decisive step forward transitioning from a traditional communications provider to an intelligent orchestration layer built for the AI era.

Built on Infobip’s recently introduced AI agents, AgentOS lays the groundwork for autonomous, goal-driven customer interactions. Instead of relying solely on static campaigns and predefined workflows, businesses can now shift toward dynamic engagement models that adapt in real time. As a result, organizations gain the ability to move beyond simple automation and embrace contextual, data-driven conversations at scale.

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AI communication models already support hyper-personalized messaging and highly engaging, cross-channel content. However, to unlock their full potential, AI agents require a unified view of every customer touchpoint. In reality, many enterprises still struggle with fragmented systems and unstructured data. Consequently, few AI agent initiatives successfully reach production. AgentOS directly addresses these challenges by eliminating data silos and operationalizing AI securely across the enterprise.

Moreover, AgentOS combines Infobip’s conversational customer data platform with real-time journey orchestration. This integration enables contextual one-way and two-way interactions across all natively connected channels. By bringing marketing, sales, and customer support into a single AI-powered environment, the platform ensures that every touchpoint becomes part of a seamless customer journey. In turn, businesses benefit from reduced tool fragmentation, faster deployment cycles, and measurable improvements in conversion rates, customer satisfaction, and lifetime value.

Importantly, Infobip differentiates itself through its human-in-the-loop model. While AI agents handle scalability and operational efficiency, human specialists intervene to resolve complex scenarios and continuously refine the system. This balanced approach helps organizations maintain control while accelerating automation. Retail and e-commerce brands are already leveraging this capability to deliver hyper-personalized shopping experiences. At the same time, healthcare and financial services firms are rapidly adopting AI-powered engagement tools to enhance patient care and customer trust, particularly where compliance and data security are critical.

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In addition, AgentOS offers modular components, MCP interfaces, open APIs, and intuitive UI elements. These features allow brands to deploy the platform quickly either as a standalone solution or as an integrated extension of existing systems. Companies can begin with a single use case and then expand as they scale. Built-in security and compliance frameworks further ensure that every interaction remains protected, empowering businesses to automate with confidence.

Krešo Žmak, Head of Innovation at Infobip, says: “AgentOS is the control layer where AI agents, data, channels, and customer intent come together to decide what happens next in each interaction. It leverages our omnichannel foundation to enable AI agents to operate autonomously across SMS, RCS, email, WhatsApp, voice, and more, adapting in real time to optimize content, channel, and timing based on customer context. With over 15 natively integrated channels, Infobip is uniquely positioned to deliver agentic AI at scale.”

Furthermore, Infobip has embedded Model Context Protocol (MCP) servers into its platform to enhance AI agent functionality. By establishing a universal interaction framework with third-party systems, MCP servers enable AI agents to complete tasks such as booking flights or managing two-factor authentication. Whether businesses use Infobip’s native agents or third-party solutions, they can leverage the company’s global omnichannel infrastructure to execute secure, end-to-end AI-driven customer experiences.

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