For the second time, the company is positioned furthest for Completeness of Vision.

Two decades ago, Infobip began with a simple mission: use technology to bring people closer together.

What has followed is a consistent pattern of building ahead of the market, moving from SMS to omnichannel communications, then conversational AI, and now with the launch of Infobip AgentOS, bringing agentic AI to enterprise scale.

Infobip views the Gartner recognition as a reflection of the company’s sustained ability to anticipate what comes next, not chase what’s trending today.

Infobip AgentOS enables businesses to deploy AI agents that autonomously handle transactions, manage routing, and optimise workflows in real time, safely and at scale, with less manual intervention and faster execution than before.

Yet many businesses are still struggling to meet these expectations. After two decades of rapid communication evolution, from SMS to omnichannel and conversational AI, customer expectations have surged far beyond what traditional automation can deliver.

Consumers now expect interactions that are instant, personal, and deeply contextual, yet most legacy systems are still stuck in a slower, simpler era.

Agentic Artificial Intelligence (AI) is the breakthrough that closes this gap, enabling technology to reason, decide, and act with autonomy while preserving brand intent, regulatory compliance, and human‑level empathy at scale.

At Infobip, we see this shift first‑hand as South African brands start using AI‑driven orchestration to connect channels, data and decision‑making in real time.

In simple terms, agentic AI does not just automate tasks; it understands context, determines the best next step, and then acts on it. These agents operate on a central orchestration layer, essentially an AI ‘control centre’, that connects channels, data, and business rules, giving them a full view of the customer before deciding what to do next.

Instead of each bot or system acting alone, the orchestration layer routes tasks to the right AI agent or human, coordinates their actions, and ensures every step aligns with brand, compliance, and business goals.

Traditional chatbots and rule‑based automation can only follow predefined flows; for instance, “if X happens, do Y”.

Agentic AI moves beyond that limitation by making informed decisions rather than merely executing instructions.

Delivering a better customer experience

In daily life, most people will not even think of this as “AI” but simply feel that the Customer Experience (CX) is getting better. For example, banks will flag suspicious activity faster and more helpfully, mobile providers will warn about outages before complaints arise, and online stores will stop sending irrelevant offers and start anticipating real needs.

The result is less frustration, fewer repeated steps and customer communication that finally feels timely, relevant, and human.

Concerns that this kind of AI will take over human jobs are largely unfounded. In reality, agentic AI is not about replacing people but about automating repetitive, low‑value tasks so humans can focus on conversations that require empathy, judgement, and real problem‑solving.

In the realm of CX, AI manages routine tasks and workflows, allowing people to focus on escalations and building trust.

Organisations are already investing equally in both AI and human roles. In South Africa, an effective CX model combines AI for speed and scale with human empathy and accountability. AI should enhance, not replace, human capability.

Beyond generic messaging

The real opportunity that agentic AI presents is moving beyond generic, poorly timed communication. Many organisations still send messages without considering customer context, leading to noise rather than value. Agentic AI changes this by assessing context first, who the customer is, what has just happened, and what outcome you’re aiming for, and then deciding whether a message should be sent at all.

For example, instead of blasting the same data‑bundle promotion to every prepaid customer, an AI agent can hold back offers for those who have just recharged and instead prioritise a helpful usage alert or roaming reminder when it matters most.

This is where forward-thinking, AI-driven CX strategies play a defining role. Rather than layering AI onto fragmented systems, these businesses introduce a unified orchestration layer that brings together AI agents, customer data, communication channels, and real-time intent into a single, intelligent decision-making environment.

For example, in a banking scenario, a customer making an unusual transaction could trigger multiple coordinated actions through the orchestration layer.

One AI agent detects the anomaly, another verifies the customer’s identity via their preferred channel, while a third prepares a contextual alert or temporarily pauses the transaction.

Instead of disjointed alerts or delays, the customer experiences one real-time interaction that resolves the issue quickly and securely.

Behind the scenes, an orchestration platform, like the AI‑native layers emerging from providers such as Infobip, sequences these agents, shares context between them and keeps the entire interaction feeling like one seamless conversation for the customer.

This ability to coordinate specialised agents in real time is what differentiates agentic AI from traditional automation.

Agentic AI enables businesses to move away from disconnected campaigns and reactive workflows toward autonomous, goal‑driven ‘next best action’ decisions that adapt continuously to customer behaviour and intent.

The latest AI platforms enable businesses to deploy autonomous AI agents capable of managing entire customer interactions end-to-end, across every channel, without requiring human intervention at each step.

Importantly, they do not run on a single AI model, but on a network of specialised agents, each with a defined role, orchestrated to work together seamlessly.

While the customer experiences a single conversation, multiple agents operate behind the scenes, sharing context and progressing the interaction in real time.

In the next 18 to 24 months, South Africans are likely to experience more proactive and conversational customer service across the brands they interact with most.

Expect smarter fraud alerts, clearer notifications, better delivery updates, and stronger self-service options. Organisations will move from blanket campaigns to intelligent next best action engagement using AI-first CX platforms that integrate data, channels, and AI agents.

For customers, the shift will be simple: service will feel less like navigating a system and more like dealing with a brand that already understands the situation. As AI matures, the organisations that stand out will be those focused on real outcomes and trust, not hype.

In a mobile‑first market like South Africa, these improvements will become visible quickly. For South African business leaders, the real differentiator will be how quickly they can connect fragmented data, channels, and AI projects into one coherent, orchestrated customer experience strategy.

It’s the channel that works when everything else requires a download, a data connection, or an app account. Recent data shows SMS open rates at around 98%, with most messages read within minutes, a testament to its enduring importance in customer engagement strategies.

The power of SMS lies in its universality. It works on any device and under almost any network condition, independent of operating systems, apps, or data connectivity. As long as a phone receives a signal, SMS can be delivered. This unmatched reach is especially valuable for time-critical communication.

SMS serves a distinct and critical role in the omnichannel mix. While it has limitations like lack of encryption, absence of rich media, and no support for conversational commerce, it remains one of the most trusted and immediate communication channels for specific use cases.

When a message must absolutely reach a customer instantly, such as a One-Time Password (OTP), fraud alert, or delivery update, SMS’s reliability and universal accessibility make it an indispensable tool in any comprehensive communication strategy.

As the communications landscape evolves with new technologies and platforms, SMS continues to prove its value by doing what it does exceptionally well: reaching anyone, anywhere, reliably.

In Africa, where data connectivity varies across regions, SMS’s accessibility is particularly valuable. It requires no downloads and no data, making it the channel that reaches people reliably regardless of their device capabilities or network conditions.

Instant reach and universal trust

SMS offers distinct advantages in how customers engage with it. People tend to read SMS messages immediately. Over the years, users have come to associate texts with important, time-sensitive information – verification codes, alerts, critical updates – giving SMS a particular significance in moments that matter most.

This immediacy is valuable precisely because SMS serves a specific purpose in the communication stack. It optimises for reliable, instant delivery to every person with a mobile phone, making it the channel of choice when guaranteed, immediate reach is essential.

SMS is also one of the simplest and most effective ways to add an extra layer of security. Its continued impact relies on pairing the channel with ongoing awareness efforts from regulators, enterprises, and providers, enabling users to better recognise cyber‑threats and spot scams before they cause harm.

Across many sectors, SMS still underpins some of the most successful, high-impact use cases. For instance, in healthcare, SMS is used for vaccine reminders, appointment confirmations, health tips and chronic‑care check‑ins. These reduce no‑shows, improve adherence and keep patients engaged, without requiring apps or data.

In banking and financial services, SMS delivers OTPs, suspicious‑transaction alerts, card‑swipe notifications, withdrawal alerts and balance updates. These messages directly reduce fraud losses and strengthen customer trust.

A lifeline for underserved markets

In regions such as Africa, which have diverse connectivity landscapes, SMS remains a powerful tool. It does not rely on data, apps or even airtime, making it especially valuable in regions with weak connectivity or limited economic resources.

Its impact is less about personal chat and more about enabling essential communication and other messages that genuinely improve daily life.

Infobip’s 2026 Messaging Trends data shows SMS experiencing strong year-on-year growth across the African continent, with adoption accelerating particularly in financial services.

Finance and fintech now account for 63% of all African messaging volume, underscoring SMS’s critical role in enabling financial inclusion at scale.

For many people in rural areas, SMS functions as their bank statement. A mobile number becomes a financial identity, providing access to services without needing a bank branch, smartphone, or app. In that sense, SMS is more than a communication tool; it is a lifeline that enables participation in the broader economy.

While SMS continues to grow, messaging apps like WhatsApp are also surging in certain markets, including Tanzania (+226%) and Morocco (+92%), highlighting the need for a complementary, omnichannel approach.

Enterprises should consider combining SMS with other channels, because a strong omnichannel strategy does not require choosing one channel over another but rather using each for its strengths, ensuring messages land with the right urgency and intent.

The backbone of time-critical communication

SMS should carry time-sensitive alerts that must be seen immediately, while Over-the-Top (OTT) apps are better for interactive, conversational tasks like comparing products or asking questions while shopping. In a coordinated model, SMS serves as the reliable backbone that can be trusted to reach anyone, anywhere, instantly.

As we look to the future, SMS is becoming more modern, secure and intelligent. RCS and rich messaging add interactivity where available, while advances in identity verification, fraud prevention, and mobile‑number intelligence strengthen trust and security.

As telcos and regulators tighten sender verification and improve routing, SMS will only become more resilient, meaning that it is not fading but evolving and solidifying its role as a strategic, mission‑critical communication layer for modern businesses.

Drawing on data from 628 billion mobile interactions in 2025 and a historical review of 3.8 trillion messages over the past 20 years, the report charts the evolution from single-channel messaging to complex, AI-powered omnichannel experiences.

The data reveals a significant shift in how brands engage with customers across West Africa, where Infobip has over five years of continuous operation.

Nigeria leads the region’s digital communication growth, with WhatsApp growing 23% as brands accelerate adoption of conversational channels.

Across the continent, Email grew by 70%, WhatsApp 17%, and other chat apps 7x. Industries driving regional growth include Energy, Utilities & Waste, which grew 104%, and Production & Manufacturing, which grew 5x, reflecting strong demand for reliable, multichannel communication. AI adoption is supporting customer acquisition and service enhancement.

Key findings for West Africa:

• Agentic AI is enabling the next major steps in business messaging. Moving beyond simple chatbots, AI agents are now capable of autonomous, goal-driven interactions, orchestrating complex customer journeys across channels.
• Single-channel communication is now obsolete for global brands. Ten years ago, 73% of platform traffic was single-channel. By 2025, that figure has dropped to just 2.3%, as 98% of interactions now span multiple channels.
• Nigeria is emerging as one of West Africa’s most dynamic digital communication markets, with WhatsApp continuing to dominate as the primary conversational channel for consumer and business engagement.

Ante Pamukovic, chief revenue officer at Infobip, commented:

“Our 20-year anniversary data set gives us a unique vantage point to see not just where we are, but where we are going. In West Africa, brands are orchestrating conversations across WhatsApp, Email and Voice. The future is omnichannel, conversational, and increasingly powered by Agentic AI. In this new world, Infobip provides the infrastructure enabling businesses to meet their customers on the right channel, at the right time, with the right message.”

Filip Filkovic, Africa Sales Director at Infobip, added: 

“In Africa, the big shift is that brands are no longer thinking in terms of isolated channels, but in terms of scalable customer experience platforms. It matters less whether a message goes over SMS, WhatsApp or email, and far more whether that interaction resolves an issue, protects the customer, and creates value in the moment.”

As Infobip marks 20 years of innovation, the launch of the Messaging Trends Report 2026 sets the stage for the company’s next evolution, enabling autonomous, AI-driven customer experiences through its new AgentOS platform.

Digitally mature customer segments are embracing AI and rich apps, while less connected segments still rely on low‑data channels like SMS and USSD.

BFSI and fintech players who orchestrate these channels into a single, seamless journey will outperform their peers.

Infobip’s 2025 Global Retail and BFSI Messaging Trends report shows WhatsApp interactions in South Africa grew by 11.6% over the previous year, reflecting strong customer appetite for richer, more interactive conversations.

By 2025, WhatsApp had solidified its position as South Africa’s primary messaging channel, with around 94% of the country’s internet users on the platform, according to the Digital 2025: South Africa report from DataReportal.

For banks, insurers, and fintech’s, this growth signals that customers are ready to move beyond one-way alerts. They now expect two-way dialogue, secure servicing, and convenient self-service on the channels they already use daily.

The opportunity is to design WhatsApp as a core part of an omnichannel journey that still includes trusted, low‑data channels like SMS and USSD for customers with limited connectivity.

“We’re seeing South African banks and fintechs shift from using WhatsApp for simple notifications to running entire service journeys on it,” says Dean Baker, head of Sales (Africa South Region) at Infobip.

“At the same time, SMS and USSD remain essential for customers with limited data or smartphone access, so the most advanced players are designing experiences that move smoothly between these channels. The leaders aren’t choosing between innovation and reach – they are orchestrating both so every customer can engage on the channel that works best for them.”

Across South Africa’s retail banking, insurance, and fintech sectors, AI is already powering WhatsApp and web chatbots for everyday queries, triaging service requests, and automating routine transactions. When combined with channels like SMS and USSD for authentication, reminders, and outreach, AI helps move customers smoothly between self‑service and human support.

The result is lower cost to serve, faster response times, and more consistent engagement – whether the customer is using a smartphone in a city or a feature phone in a rural area.

The BFSI sector is particularly well-positioned to drive this change. South Africa’s fintech market was valued at $7.08 billion in 2023 and is projected to nearly double to $14.86 billion by 2033, while accounting for around 40% of Africa’s fintech revenue and nearly 21% of the continent’s fintech startups.

As more products, payments, and credit journeys move into digital channels, competition is shifting from simply launching new services to delivering secure, seamless customer experiences across messaging. For South African BFSI leaders, this raises the bar: customers will judge fintech’s and incumbents alike on how easy it is to start, continue, and complete their journeys on the channels they already use every day.

Baker adds,

“The growth of South Africa’s fintech sector is raising the bar for digital engagement, as customers now expect secure, personalised, omnichannel experiences wherever they manage their money. Leading BFSI players are already using AI and trusted channels like WhatsApp, SMS, and USSD to design end‑to‑end journeys – from onboarding and authentication to servicing and retention – rather than isolated touchpoints.”

Baker concludes,

“The future of customer engagement in South Africa will belong to businesses that balance innovation with inclusivity. Those that move now to build true end‑to‑end omnichannel journeys, combining established and emerging technologies – will be best positioned to thrive in an increasingly digital economy.”

As South Africa’s messaging ecosystem matures, Infobip helps South African organisations integrate AI and omnichannel strategies, combining scale, security, and personalisation to deliver seamless customer experiences.

By helping businesses integrate new technologies such as AI, while maintaining trusted communication channels like WhatsApp, SMS and USSD, Infobip is enabling a digital future that combines scale, security, and personalisation.

The deployment was conducted for Ship Logic, the specialized shipping and logistics arm of the Bob Group (formerly uBid).

This milestone marks a departure from traditional, text-heavy SMS notifications toward a more interactive, app-like experience within the native messaging folder of Android devices.

Empowering a full-stack ecommerce ecosystem

Founded in 2022 after uAfrica’s acquisition of Bidorbuy, Bob Group offers a wide range of interconnected ecommerce services: Bob Shop (marketplace), Bob Go (delivery app), Bob Box (smart locker network), Bob Pay (payment solutions), and Ship Logic (shipping software).

This full-stack ecosystem helps suppliers across South Africa, especially SMEs, by simplifying order fulfilment, platform integration, payments, and shipping in a complex logistics landscape that includes rural areas and informal settlements.

To improve customer service and operational efficiency, Ship Logic needed a scalable, secure, and cost-effective communication solution to replace traditional SMS and email. Infobip introduced its RCS messaging solution, a next-generation protocol that supports rich content such as images, logos, videos, carousels, and interactive buttons.

RCS also provides verified messaging, which enhances trust and supports secure transactional communication. This feature is essential as Bob Group moves toward a paperless future with digital PINs instead of physical signatures.

Infobip’s RCS API was integrated with Ship Logic’s platform in October 2023, with minimal disruption to operations. Lerato Bojabotseha, Customer Growth Executive at Infobip, said,

“Our RCS solution offered Bob Group improved end-user engagement while maintaining cost-efficiency. The collaboration and existing partnership ensured a smooth transition.”

Measurable impact and strategic growth

Since the implementation, RCS has cut messaging costs compared to SMS while providing customers with real-time delivery updates, interactive tracking features, and two-way communication. These capabilities support Bob Group’s broader digital transformation strategy, which focuses on seamless, transparent, and human-centred customer experiences.

After Ship Logic became an independent company in July 2025, the partnership expanded beyond RCS to a scalable omnichannel strategy, including WhatsApp integration and conversational commerce. This allows for real-time, interactive engagement between couriers and customers, enhancing responsiveness, convenience, and trust.

Stephan Naudé, operations manager at Ship Logic, says:

“Expanding RCS across all Bob Group services with Infobip is central to our growth plan. Their strategic support is vital to delivering a trustworthy and humanised delivery experience.”

Setting a new standard for South African ecommerce

With South Africa’s online buyers projected to nearly double by 2029, the partnership between Infobip and Bob Group shows how innovative messaging technology can address complex logistics challenges while enhancing trust, speed, and convenience.

By combining advanced communication with a full-stack ecommerce ecosystem, Infobip allows Bob Group to provide reliable, interactive, and human-first experiences, to every customer, every parcel, every time.

Leveraging Infobip’s CXOP platform and WhatsApp conversational assistant, the campaign introduces a gamified quiz experience that redefines how fans interact with their favourite team.

With a shared commitment to engineering excellence and digital innovation, Infobip and MoneyGram Haas F1 Team are pushing boundaries both on and off the track.

The new campaign invites fans to participate in a three-round quiz: Practice, Qualifying, and Race! mirroring the excitement of a race weekend.

Fans compete for the chance to win a MoneyGram Haas F1 Team cap and replica polo signed by Esteban Ocon and Ollie Bearman, with the highest score and fastest time in the Race round taking the prize.

Infobip’s technology enables seamless engagement across multiple digital touchpoints, including Facebook and Instagram ads and direct WhatsApp messages for opted-in fans. The quiz, hosted on Infobip’s CXOP platform, challenges fans to collect points and race against the clock while providing valuable insights into their behaviour and preferences.

Ante Pamuković, President of International Business at Infobip, said:

“Infobip is revolutionising fan engagement through innovative technology. Our partnership with the MoneyGram Haas F1 Team demonstrates how gamification and conversational AI can create memorable, interactive experiences that simulate the excitement of a race. By leveraging our CXOP and WhatsApp technologies, we’re not only enhancing the fan journey but also providing valuable insights into fan behaviour and preferences.”

The partnership is designed to enhance the overall fan experience during the racing season, grow the MoneyGram Haas F1 Team’s fanbase, and strengthen both brands’ presence in the digital space.

Infobip will provide ongoing support, consultancy, and analytics to track engagement and optimise future campaigns, while MoneyGram Haas F1 Team delivers exclusive content and prizes to fans.

By collecting fan data and opt-ins, the campaign lays the foundation for future personalised communications and engagement initiatives, showcasing Infobip’s commitment to leveraging technology to create meaningful connections between brands and their audiences.

Infobip was recently awarded Silver at The Drum Awards in the B2B Partnerships and Collaboration category, recognizing the success of our MoneyGram Haas F1 Team launch campaign and the strength of the partnership.

A world of opportunity – AI’s impact on telecoms

The rapid evolution of AI is ushering in a new era of opportunity for telecommunications. Advancements from leading global innovators and emerging platforms are transforming how telecoms engage with their customers and manage operations.

Beyond conversational AI, the industry is now entering the age of ‘Agentic AI’, intelligent systems capable of reasoning, making autonomous decisions, and taking action based on context.

This shift marks what many are calling “The Agentic AI Revolution”, a transformation from simple, rule-based chatbots to sophisticated, autonomous orchestration. Unlike traditional AI, which responds to individual queries, agentic AI is designed to orchestrate entire customer journeys.

These next-generation agents are context-aware, autonomous, and capable of managing complex tasks across multiple channels.

They leverage “agentic memory” and conversational Customer Data Platforms (CDPs) to deliver hyper-personalised, seamless experiences that evolve with each interaction.

The future of CX in telecoms will be built on multi-agent architectures, ecosystems where specialised AI agents collaborate and interact with one another under the coordination of a central orchestrator.

This represents a fundamental shift: instead of retrofitting AI into legacy systems, telecoms are creating purpose-built, real-time infrastructures that enable outcome-driven conversations at scale, empowering both customers and human agents alike.

For telecoms, this means moving beyond simple chatbots to AI-driven agents that can independently handle customer queries, execute transactions, manage service requests, and even optimise network operations in real time.

By adopting Agentic AI, telecoms can unlock new levels of efficiency, personalise customer interactions at scale, and create seamless, proactive communication journeys that anticipate user needs rather than simply reacting to them.

The benefits of AI in telecoms – better, faster, smarter service

AI-powered chatbots and virtual assistants offer round-the-clock customer support, significantly reducing wait times and enhancing customer satisfaction.

These intelligent agents can efficiently handle routine enquiries, troubleshoot common issues, and even assist with more complex tasks, allowing human agents to concentrate on intricate problems that require their expertise.

Moreover, these virtual assistants can proactively anticipate customer needs, providing assistance before problems arise, enhancing overall customer experience.

The impact of AI in the telecommunications industry is already evident, with 72% of telecom companies having adopted AI for customer communication.

Customers have experienced significant improvements in customer experience when engaging with telecom companies that have implemented simple rule-based and generative AI.

However, there is still room for progress in operational efficiency and productivity through greater use of conversational AI, currently, only 17% of telecoms employ it. As a result, over 70% of customer support inquiries still rely heavily on human agents.

The implementation of AI-powered communication is often poorly optimized or unable to effectively handle complex issues, leading to most queries being escalated to human agents.

These factors have encouraged 55% of telecom companies to plan the introduction of new AI-powered services in 2025 and beyond, signalling a clear shift towards innovation, diversification, and the pursuit of new revenue streams.

AI also helps telecoms to be more inclusive, enabling the provision of multilingual support, breaking down language barriers and reaching a broader customer base.

AI-powered language models can translate text and speech in real time, allowing customers to communicate with service agents in their preferred language. This strengthens connections with diverse customer segments.

At an individual level, AI’s ability to analyse vast amounts of customer data enables telecom operators to deliver hyper-personalised experiences to users.

By understanding individual preferences, behaviours, and purchase histories, service providers can tailor offers, recommendations, and notifications to meet specific needs. This level of personalisation fosters stronger customer relationships and increases loyalty.

From an internal sales perspective, AI has the potential to significantly streamline processes by automating various aspects of the sales process, from lead generation and qualification to upselling and cross-selling. AI-powered tools analyse customer data to identify potential sales opportunities and provide personalised recommendations, leading to increased sales efficiency and revenue generation.

Streamlining operations – working smarter and safer

Telecoms are already implementing AI solutions to drive innovation and improve their operations. For example, some companies are using AI to optimise their connectivity networks, as AI’s ability to analyse network data empowers telecoms to identify bottlenecks, optimise traffic flow, and enhance overall network performance.

This leads to faster speeds, reduced latency, and improved customer satisfaction. For instance, AI can predict peak usage times and proactively allocate resources to ensure optimal network performance during periods of high demand.

AI enables enhanced customer segmentation, by empowering telecoms to analyse customer data and identify distinct segments with specific needs and preferences.

This enables the providers to truly tailor their marketing and service offerings to each segment, improving customer satisfaction and retention. For example, AI can identify high-value customers and provide them with exclusive benefits and personalised support.

Importantly, AI also has the ability to protect telecoms from fraud. AI algorithms can play a central role by analysing vast amounts of customer behaviour data to detect patterns and anomalies indicative of fraudulent activity, such as unauthorised access, SIM swapping, and billing fraud.

By leveraging AI, telecoms can detect and mitigate fraud in real time, safeguarding their revenue and protecting customers from financial loss.

Addressing the elephant in the room – challenges with AI adoption

While the potential benefits of AI in telecoms are substantial, there are challenges to be addressed. Ensuring data privacy and security is critical, given the highly sensitive nature of customer information.

Ethical considerations are also vital as AI becomes more prevalent. Issues such as bias, fairness, and transparency must be carefully addressed to ensure that AI algorithms are developed and used ethically.

Additionally, training AI models to understand complex queries and provide accurate responses requires substantial data and computational resources.

To fully realise the potential of AI, telecoms may need to collaborate with technology providers, research institutions, and other industry players. These partnerships can accelerate AI adoption and development, fostering innovation and knowledge sharing.

This is particularly important, as AI models require continuous training and updates to keep pace with evolving customer needs and industry trends. As such, telecoms should invest in ongoing AI research and development to ensure their solutions remain relevant and effective.

Moving beyond the GenAI “Honeymoon Phase”

Many businesses today are in the early, experimental stage with Generative AI (GenAI), a period often referred to as the “honeymoon phase.”

This stage is marked by excitement and exploration but often lacks a clear strategy for achieving tangible Returns on Investment (ROI). For telecoms, the challenge lies in transitioning from proof-of-concept projects to mature, ROI-driven deployment models.

This requires moving beyond simply demonstrating GenAI capabilities to integrating them into core business processes that solve real problems and deliver measurable value.

C-level executives must prioritise developing a solid business case, defining Key Performance Indicators (KPIs), and building the necessary data infrastructure to support large-scale, effective GenAI applications. By doing so, telecoms can ensure that AI adoption moves from experimentation to meaningful transformation.

Riding the wave of opportunity

AI is transforming the telecommunications sector, offering numerous opportunities to improve customer experiences, streamline operations, and drive growth.

By leveraging AI technologies and partnering with tech integrators, telecoms can stay ahead of the competition, find ways to deliver exceptional service, and create long-lasting relationships with their customers.

As AI continues to advance, we can expect to see even more innovative applications in the telecom industry.

From rigid bureaucracies to outdated systems, the very institutions tasked with serving citizens often find themselves trapped in structures that stifle innovation and delay impact.

Across Nigeria and much of West Africa, public institutions remain constrained by manual processes, fragmented systems, and limited digital infrastructure.

These inefficiencies slow down decision-making, obstruct transparency, and leave frontline workers without the tools they need to serve citizens effectively.

This is not just inconvenient, it represents a systemic failure that erodes public trust, stalls development and deepens inequality.

Poor service delivery weakens key sectors like healthcare, education and agriculture, while limited government agility leaves communities exposed to risks such as climate change, energy insecurity and economic shocks.

Meanwhile, citizens face shifting policies, bureaucracy and unclear procedures, reinforcing the perception that government services are inefficient, disconnected from their everyday realities and indifferent to people’s needs.

The foundation of modern governance

Technology is no longer a luxury but a necessity. Digitisation is not about replacing people, but empowering them through interoperable, data-driven systems that enable real-time collaboration, smarter decisions and more inclusive, citizen-centric services.

Governments must stop treating digital transformation as a side project and start embracing it as the foundation of modern governance, shifting from reactive service delivery to proactive, systemic progress.

To unlock the true potential of Artificial Intelligence (AI) in public service delivery, we must focus on the everyday pain points citizens face when engaging with government, especially in regions like West Africa, where resources are limited and systems are often fragmented.

AI-powered solutions offer scalability. By targeting high-traffic domains, such as housing, taxation, transportation and healthcare, governments can extend their reach, empower citizens, and free up resources for more complex needs.

Ultimately, every citizen interaction is an opportunity for AI-powered chatbots to simplify, support and elevate the public service experience. With strategic deployment, it is possible to build systems that are not only efficient but also inclusive and human-centric.

A mobile-first approach

At the same time, smartphone usage for accessing government services in West Africa is growing. Many citizens are now choosing to engage with public services via mobile devices, highlighting a critical insight: public service delivery must adopt a mobile-first approach.

While the private sector in West Africa has embraced mobile platforms and reaped the rewards, the public sector often lags, despite having even more reason to adapt. To boost adoption and reach, governments must meet citizens where they are: on their phones.

Mobile-first is not just a tech upgrade; it is a strategic imperative. It aligns with user behaviour, expands access and enables scalable service delivery.

By automating routine enquiries and pre-engagement tasks through chatbots, governments can reduce operational costs, ease pressure on physical offices, and improve overall service delivery.

This shift allows citizens to engage directly from their phones, streamlining access and minimising the need for intermediaries.

Beyond efficiency, mobile-first strategies enhance transparency and accountability. Real-time analytics provide insights into service gaps and citizen needs, enabling smarter decision-making and continuous improvement.

Ultimately, this approach restores dignity in public service, aligns with modern expectations and positions governments to scale their impact across diverse communities.

Challenges to adoption

One of the biggest barriers to AI adoption in the public sector is not just infrastructure, but the knowledge gap. Many governments lack the technical expertise to deploy and maintain AI solutions like chatbots, and there’s often a fear that automation will lead to job losses.

However, AI is not here to replace people, it is here to strengthen service delivery where gaps already exist. To make this shift viable, governments must rethink their approach to infrastructure and invest in developing internal capabilities.

Another key barrier is digital literacy. Civil servants and citizens alike need to understand how to interact with AI-driven platforms.

Without this foundational knowledge, even the best tools will fall short. Equally important is the development of clear data governance frameworks – guidelines that define how AI and chatbots are used, what freedoms and protections exist and where boundaries must be set. 

Ultimately, governments need a roadmap; a strategic vision that defines how AI will be integrated, what outcomes are expected, and how risks will be managed.

With the right partnerships, education, and governance structures in place, AI can become a catalyst – not a threat, for transforming public service delivery.

AI-powered platforms are no longer optional for governments; they are inevitable. Citizens will demand them, and public institutions must respond. In West Africa, chatbots and intelligent digital interfaces offer a pathway to leapfrog legacy systems and accelerate modernisation.

This year the company is placed furthest in Completeness of Vision. Infobip views this third consecutive recognition as acknowledging its status as a global CPaaS powerhouse.

Magic Quadrant reports are a culmination of rigorous, fact-based research in specific markets, providing a wide-angle view of the relative positions of the providers in markets where growth is high and provider differentiation is distinct.

Providers are positioned into four quadrants: Leaders, Challengers, Visionaries and Niche Players.

The research enables customers to get the most from market analysis in alignment with their unique business and technology needs. As a Leader, Infobip is recognized for both its Ability to Execute and its Completeness of Vision.

Infobip powers conversations for some of the world’s most innovative businesses including Microsoft, Uber, Meta, NEXT, Digitaleo, AXA Partners, and the MoneyGram Haas F1 Team.

Its full-stack omnichannel platform spans voice, SMS, email, and Rich Communication Services (RCS), delivering advanced conversational capabilities and AI-enhanced experiences.

Complementing this, Infobip’s strategic partnerships with Deutsche Telekom AG, NVIDIA, Telefónica, and others highlight its commitment to driving innovation and building next-generation communication and AI infrastructures.

Infobip is accelerating the future of CPaaS through bold innovation in AI and automation. Its AI Hub seamlessly integrates agentic AI, generative AI and advanced analytics to drive scalable customer engagement.

At the same time, Infobip is driving global adoption of RCS Business Messaging and pioneering the expansion of the Network API ecosystem, reinforcing its leadership in emerging communication technologies.

Silvio Kutić, CEO at Infobip, said: 

“We’re not just participating in the evolution of communications; we are defining it in co-creation with our customers and partners. We will continue setting the pace in transforming how global enterprises connect, engage, and grow. We believe that being recognized by Gartner as a Leader is a strong validation of our continuous innovation and strategic foresight.”