February 26, 2026
Infobip’s New AgentOS Puts AI in Charge of the Entire Customer Journey
Infobip is preparing to launch AgentOS, an AI-native platform built to orchestrate autonomous customer journeys at scale. The platform marks a fundamental change in how the company operates, enabling businesses to move beyond static campaigns and workflows toward goal-driven, adaptive interactions.
AgentOS builds on Infobip’s recently launched AI Agents product and combines the company’s Conversational Customer Data Platform with real-time journey orchestration. The outcome is a single environment where marketing, sales, and support operate as one connected system that responds to each customer based on their full history and context across every touchpoint.
Where AI Meets the Customer
Most enterprise AI agent projects never reach production, and the reason is almost always the same: fragmented data and internal barriers that prevent AI from seeing the complete customer picture. AgentOS removes those blockers, making it possible to operationalise AI safely and at scale across the enterprise.
Someone who starts a conversation on WhatsApp, follows up via email, and then calls support no longer has to repeat themselves at every step. The system understands the journey as a whole, choosing the right channel, the right message, and the right moment, without waiting for a human to trigger each action. With over 15 natively integrated channels, including SMS, RCS, email, WhatsApp, and voice, Infobip’s platform gives AI agents the reach to engage wherever customers already are.
Krešo Žmak, Chief Innovation Officer at Infobip, said: “AgentOS is the control layer where AI agents, data, channels and customer intent come together to decide what happens next in every interaction.”
Defining Feature: Human-in-the-Loop Model
AI handles the volume and speed, while human specialists step in for complex or sensitive situations. Those interventions feed back into the system, continuously training and improving the agents over time and making the platform smarter. One of the central challenges facing businesses adopting agentic AI is balancing automation with oversight, compliance, and accountability. According to Infobip, AgentOS overcomes these challenges directly with built-in security and compliance features.
The platform’s modular components, open APIs, and Model Context Protocol (MCP) server integrations allow businesses to start with a single use case and scale quickly without rebuilding their stack. MCP is particularly notable because it creates a shared language between Infobip’s platform and third-party AI agents, meaning brands are not locked into one ecosystem. A third-party agent can still access Infobip’s global communications infrastructure to complete tasks end to end, from booking confirmations to two-factor authentication.
Some research shows that shoppers who engage with AI chat convert at four times the rate of those who don’t. Retailers and eCommerce companies are expected to be among the earliest adopters of AgentOS, driven by the opportunity for hyper-personalisation at scale. Healthcare and financial services are also moving in this direction, though with a sharper focus on regulatory compliance and customer trust.
