Infobip unveils AgentOS to power AI-first customer service

Infobip has launched AgentOS, an AI platform that manages customer conversations across messaging and voice channels and connects marketing, sales and support in a single system.

Infobip positions AgentOS as an orchestration layer for AI agents used in customer communications. It follows the company's earlier release of AI Agents, which it describes as a foundation for automated customer interactions.

AgentOS brings customer interactions into a single view across channels such as SMS and WhatsApp. It also supports RCS, email and voice. Infobip said it has more than 15 natively integrated channels.

One platform

AgentOS combines a conversational customer data platform with real-time journey orchestration. It is designed for one-way and two-way interactions that take prior context into account.

Infobip said AgentOS reduces the number of separate tools used across customer-facing functions. It also claimed consolidated workflows and data can improve conversion, satisfaction and lifetime value.

Infobip said the platform addresses barriers that can prevent AI agent projects from reaching production, including unstructured data and internal issues that keep customer information in silos. It argued that AI agents need unified access to customer touchpoints to personalise interactions and make consistent decisions during a conversation.

Human oversight

Infobip is emphasising a "human-in-the-loop" approach, in which AI agents handle routine interactions while staff step in for cases the system cannot resolve. The company also said human specialists continuously train and refine AI agents based on live conversations.

Retail and eCommerce companies are early adopters of the approach, Infobip said, as they seek more tailored customer engagement. It added that healthcare and financial services firms are also adopting AI-driven customer communications, with a focus on trust, security and regulatory compliance.

AgentOS includes modular components, open APIs and a user interface aimed at deployment and integration into existing environments. Infobip said it can also be used as a standalone product, depending on a customer's requirements.

The platform includes security and compliance features, Infobip said, and also includes analytics for operations across customer journeys.

Agent tasks

Infobip has integrated Model Context Protocol servers into the platform, which it said provides AI agents with a standard way to interact with third-party systems.

Infobip said these connections allow agents to complete tasks during customer interactions, such as booking flights and setting up two-factor identification. It said the approach works whether a brand uses an Infobip agent or a third-party agent.

A key part of the pitch is that AI agents can act across channels while referencing customer context. Infobip said this includes adjusting message content, selecting a channel and changing timing based on what the agent learns during an interaction.

Infobip has framed AgentOS as part of a broader shift towards what it calls an AI-first customer experience. Founded in 2006, the company provides cloud communications services including messaging, authentication and contact centre tools.

Infobip said its network reaches more than seven billion mobile devices across six continents through more than 10,000 connections. It also said it has more than 800 direct operator connections.

Infobip is led by Chief Executive Officer Silvio Kutić and co-founder Izabel Jelenić.

Infobip's chief innovation officer said AgentOS is designed as a decision layer for customer interactions.

"AgentOS is the control layer where AI agents, data, channels and customer intent come together to decide what happens next in every interaction. 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 optimize content, channel and timing based on customer context. With more than 15 natively integrated channels, Infobip is uniquely positioned to deliver agentic AI at scale," said Krešo Žmak, chief innovation officer at Infobip.

AgentOS will be available directly from Infobip from 1 April.