Agentic AI Is About to Rewrite Brand-Consumer Engagement
Infobip, the AI-first cloud communications platform marking 20 years in business, sees a major shift ahead: moving from application-to-person (A2P) messaging to agent-to-person interactions-and, by 2030, to fully autonomous agent-to-agent exchanges.
For PR and communications leaders, this signals a practical pivot. Conversations won't just be sent; they'll be negotiated, personalized, and completed by AI agents across owned channels in real time.
The Evolution of Engagement
Enterprises are adopting agentic AI models that run autonomous customer communications across every touchpoint. The payoff is clear: precise personalization at scale across channels like RCS and WhatsApp with conversations that feel timely and relevant.
Infobip CEO Silvio Kutić sums it up: brands need a holistic approach to communication-using agentic AI and rich messaging channels to deliver context-aware conversations consumers actually want.
2030: The Agent-to-Agent Future
Infobip expects personal AI assistants on smartphones to handle complex tasks independently. A practical example: your AI negotiates with a travel company's AI to research, book, and buy a holiday based on your habits and preferences-no back-and-forth required.
The Challenge for Brands
Data silos break AI. To work well, agents need a unified view of marketing, sales, product, and support interactions. Today, only around 5% of enterprise AI agent projects make it to production, held back by unstructured data and internal barriers.
The takeaway: act now on data, governance, and channel design-or risk irrelevance as customers grow used to agent-led interactions.
Action Plan for PR and Communications Leaders
- Unify customer data: Connect CRM, marketing automation, product analytics, and support data into a single profile. Standardize taxonomy, consent, and event streams so agents can "see" the full story.
- Design for rich messaging: Build content standards for RCS and WhatsApp-templates, tone, rich cards, media, and approvals. See GSMA's RCS business messaging and WhatsApp Business Platform.
- Pilot agentic use cases: Start with high-signal workflows: support triage, order status, proactive service alerts, reactivation campaigns. Keep a human-in-the-loop and add clear escalation paths.
- Governance from day one: Define brand voice rules, risk thresholds, data retention, fact sources, and approval gates. Document fail-safes and audit trails.
- Measure what matters: Track CSAT, containment rate, handle time, conversion, opt-outs, cost per resolution, and LTV impact. Run A/B tests on prompts, tone, and channel mix.
- Fix content for AI: Move knowledge into structured, versioned sources (FAQs, policy docs, product specs). Chunk content, add metadata, and set freshness SLAs.
- Org readiness: Form cross-functional squads (Comms, CX, Legal, Data). Incentivize shared outcomes and open data practices. Remove incentives that protect silos.
- Platform due diligence: Prefer vendors with native omnichannel, direct operator connections, and strong policy enforcement. Validate security, rate limits, and compliance fit.
- Upskill your team: Train on prompt strategy, channel design, and AI safety for comms. If you need curated options, explore role-focused programs at Complete AI Training.
What This Means for Brand Reputation
Agent-led conversations will carry your brand voice more often than a human will. That raises the bar for tone consistency, transparency, and consent handling-especially during sensitive moments or crises.
Set clear intents your agents should avoid, define escalation triggers, and publish simple disclosures so customers know when they're talking to AI. Trust is the strategy.
About Infobip
Infobip is a global cloud communications platform helping businesses build connected experiences across the customer journey with AI at the core. Through a single platform, it delivers omnichannel engagement, identity, authentication, and contact center solutions. Its network reaches billions of devices across six continents through thousands of connections, including hundreds of direct operator links. Founded in 2006, the company is led by co-founders CEO Silvio Kutić and Izabel Jelenić.
Learn more about 20 years of Infobip: https://www.infobip.com/20-years-anniversary
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