Moving away from the current application-to-person (A2P) messaging, Infobip forecasts a widespread shift to an agent-to-person model, eventually leading to a fully autonomous agent-to-agent future by 2030.

The Evolution of Engagement

Swift AI adoption is driving enterprises toward agentic AI communication models, which drive autonomous customer communications across all touchpoints.

This technology enables hyper-personalisation across multiple channels, creating highly engaging content tailored to individual needs.

Silvio Kutić, Infobip CEO, comments:

 “How we communicate with brands is constantly evolving. In this new agentic AI world, brands must seize the opportunity to take a holistic approach to communication. They must capitalise on the hyper-personalisation made available through agentic AI and rich communication channels like RCS and WhatsApp.”

In West African markets like Nigeria, Infobip has been supporting enterprises across industries including banking and financial services, telecommunications, retail, and the public sector for over five years.

The company has helped local organisations modernise customer engagement through omnichannel communication, conversational messaging, and AI-powered solutions, positioning Nigerian brands to compete in an increasingly digital, experience-driven economy.

This success extends across the region and the broader continent, where Infobip maintains local operations in Kenya, Ghana, Morocco, Egypt, and South Africa, supporting enterprises with secure, scalable AI-powered communications.

The Agent-to-Agent Future

Looking ahead to 2030, Infobip envisions personal AI assistants embedded in smartphones handling complex tasks independently.

For example, a user’s personal AI could autonomously negotiate with a travel company’s AI to research, book, and purchase a holiday based on the user’s digital habits and preferences.

The Challenge for Brands

To succeed in this new landscape, businesses must eliminate data silos. Effective AI agents require a unified view of customer touchpoints – from marketing to support – to deliver the personalised experience consumers will become accustomed to.

Currently, business readiness is low, with only about 5% of enterprise AI agent projects reaching production due to unstructured data and internal barriers.

“Enterprises must act now,” Kutić emphasizes. “Organisational structures that facilitate seamless data sharing will be the key to successful AI agent adoption. While a personal AI agent booking a holiday might seem futuristic today, brands unable to meet this future will risk losing their competitive edge.”

In its Competitive Landscape CPaaS report, Gartner said:

“The communications platform as a service market is evolving beyond APIs to encompass the entire customer journey. Existing conversational commerce use cases are broadening to become conversational everything.”

In the same report, the analyst recommended CPaaS providers must: “construct customer experience as a service (CXaaS) offerings to target the entire customer life cycle by encompassing not just CPaaS, but also contact centre, customer data platform (CDP) and conversational artificial intelligence (CAI), as well as customer journey orchestration.”

Gartner also recommended providers: “accelerate time to value for customer experience (CX) by providing tools such as user-friendly templates, ‘solutions in a box’ for advanced use cases, improved visual builders and detailed journey analytics.”

To meet these evolving demands, Infobip recently launched Experiences, a revolutionary generative AI-powered, no-code journey builder that helps businesses engage customers, foster loyalty, and drive growth. Infobip Experiences enables organizations to orchestrate customer journeys and save time with a library of journey templates from onboarding and engagement to retention and loyalty.

Alongside its network of 43 data centres and 9,700 global connections, of which 800 are direct operator connections, customers cite Infobip’s worldwide reach and scale, along with its delivery and latency guarantees, as key differentiators.

Silvio Kutić, CEO at Infobip, said: “We believe the Gartner recognition of Infobip as a Leader in the CPaaS market reflects the investments we’re making to provide innovative new products and services alongside our global reach and scale. Moreover, our acquisitions of U.S. messaging heavyweight OpenMarket and VoIP provider Peerless Network have cemented our superior position in America alongside our market-leading offer globally.

“As a result, we offer a global one-stop shop for omnichannel interactions and communications. But we’re not stopping now. With the CPaaS market forecast to grow to $30.6 billion by 2026, we are keeping our foot on the gas to ensure we remain the leading full-stack omnichannel communications platform for every platform.”

Gartner’s 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 those markets. Providers are positioned into four quadrants: Leaders, Challengers, Visionaries, and Niche Players.