Brands Must Embrace Agentic AI to Unlock Hyper-Personalization at Scale

The future of customer engagement is rapidly shifting from traditional application-to-person messaging to autonomous agent-driven communication. Global cloud communications platform Infobip, celebrating two decades of innovation, predicts businesses must act now to adopt agentic AI strategies or risk losing their competitive edge.

By 2030, Infobip envisions a fully autonomous agent-to-agent communication model where personal AI assistants embedded in smartphones will handle complex tasks independently. Imagine your phone's AI automatically negotiating with a travel company's AI to research, book, and purchase a holiday based entirely on your digital preferences and habits.

The Business Readiness Gap

Despite the transformative potential, only about 5% of enterprise AI agent projects currently reach production. The primary barrier? Data silos that prevent the unified customer view essential for effective AI agents.

Key takeaways for businesses:

• Eliminate data silos immediately - AI agents require seamless access to all customer touchpoints from marketing to support
• Prepare for agent-to-agent commerce - Personal AI assistants will soon negotiate directly with business AI systems
• Focus on hyper-personalization capabilities - Rich communication channels like RCS and WhatsApp enable highly tailored experiences

As Infobip CEO Silvio Kutić emphasizes, "Enterprises must act now. Organizational structures that facilitate seamless data sharing will be the key to successful AI agent adoption."

The shift to agentic AI isn't just about technology—it's about reimagining how brands create connected experiences across every stage of the customer journey. Companies that delay this transition may find themselves unable to meet future consumer expectations.