Singapore – Infobip has announced plans to introduce AgentOS, an AI-native managed platform designed to coordinate autonomous, AI-driven customer interactions at scale. The release coincides with the company’s twentieth year of operations and represents a further shift towards positioning itself as an orchestration layer for AI-enabled communications.
The platform builds on the company’s recently introduced AI Agents, which are intended to support automated customer engagement. AgentOS is designed to enable organisations to transition from traditional campaign-based activity and predefined workflows towards interactions driven by specific objectives and real-time decision-making.
While AI communication models can support personalised and multi-channel engagement, implementation challenges remain. Many enterprises face fragmented data environments and operational constraints, limiting the number of AI agent initiatives that progress beyond pilot stages. AgentOS is intended to address these issues by consolidating customer data and facilitating enterprise-wide deployment under governance and compliance frameworks.
“AgentOS is the control layer where AI agents, data, channels and customer intent come together to decide what happens next in every interaction,” Krešo Žmak, chief innovation officer at Infobip, commented.
“It leverages our omnichannel foundation to enable AI agents to operate autonomously across SMS, RCS, email, WhatsApp, voice, and more, adapting in real-time to optimise content, channel and timing based on customer context.”
The system combines a conversational customer data environment with real-time journey management to support contextual two-way engagement across integrated communication channels. It also connects functions such as marketing, sales and customer service within a single AI-focused structure, with the aim of reducing reliance on multiple disconnected systems and improving operational coordination.
AgentOS incorporates a human oversight model in which automated systems manage scale and routine processes, while specialists intervene in more complex scenarios and contribute to ongoing refinement of AI models.
Retail and e-commerce businesses are identified as early adopters of such approaches, while regulated sectors including healthcare and financial services are also exploring AI-enabled engagement tools, particularly where security and compliance requirements are significant.
Additionally, the platform includes modular architecture, open interfaces and application programming integrations to support deployment either as a standalone system or within existing technology environments. Organisations can begin with individual use cases and extend implementation over time. Security and compliance features are embedded within the platform to support governance across automated interactions.
Infobip’s MCP servers are also incorporated into the platform’s infrastructure, enabling AI systems to interact with third-party platforms through a common framework. This approach allows AI agents to execute defined customer tasks, such as completing transactions or managing authentication processes, across multiple communication channels including SMS, RCS, email, messaging applications and voice.
AgentOS will be available directly from Infobip from 1 April.
