June 29, 2026
Over Half of Brands Have Deployed Agentic AI but Reserve It for the Simplest Tasks, Infobip Finds
Enterprises have raced to deploy agentic AI, yet the technology rarely reaches the customer journeys that carry the most value. Where brands have switched it on, it mostly handles low-stakes triggers like notifications and identity checks, while the involved, multi-step journeys that justify autonomous reasoning stay locked in manual work. A class of AI built to resolve complicated problems is being aimed at the problems that need it least.
Infobip’s 2026 Customer Experience Maturity Report records that 53% of enterprises globally, and 44% in Europe, have already deployed agentic AI. But the company found that most of those deployments handle simple triggers rather than the complex journeys where autonomous reasoning earns its keep.
The Easy Cases Win
Brands automate the operationally easy cases at scale, such as feedback collection, reminders and notifications, and authentication. The journeys that drive the deepest customer value lag far behind: loyalty management at 35%, delivery management at 28%, customer onboarding at 26%, and product returns and refunds at just 15%.
Infobip argues that the imbalance hands brands a missed opportunity. Agentic AI can orchestrate the kind of involved journeys, such as resolving a contested refund or guiding a customer through multi-stage onboarding, that otherwise pile onto human agents. Instead, the report finds those journeys stalled in manual processes.
Disconnected Systems Do the Stalling
The stagnation could be due to fragmented data and disconnected systems. For agentic AI to work across a full journey, Infobip says, it needs real-time centralised data and the ability to act across WhatsApp, SMS, and email in a single flow. Few brands have built that foundation. Only a third of organisations run a communications orchestration platform, and over a half of them describe their channels as fully synchronised.
That orchestration layer is the same one analysts have named as central to agentic CX, where agents coordinate across functional teams, channels, and journeys without the customer feeling the complexity behind them.
Ante Pamuković, Chief Revenue Officer at Infobip, said the findings mark a turning point for global brands this year. “The race to adopt agentic AI is well underway, but CX maturity will be the key differentiator between brands prepared to launch effective AI-powered journeys that last and the ones that will struggle with scaling their adoption. To move from basic automated responses to deep, seamless customer journeys, brands must overcome the barriers presented by fragmented systems.”
Maturity has little to do with how many tools a brand switches on. Yet, it has a lot to do with the depth of implementation, meaning which capabilities a brand activates inside each use case and whether the channel carrying that use case can support them.
