At CASA25, Boris Marić shared Infobip’s Blueprint for the AI Era in his keynote “Scaling Intelligent Engagement.” He outlined how orchestration, MCP integration, and AI would converge into a single engagement layer.
A month later, during Infobip’s Q4 Analyst Update, that blueprint came to life — this time backed by product demos, launch timelines, and ecosystem partnerships.
The message was clear: the CPaaS landscape is shifting fast, and even its leading players are racing to stay ahead as AI, platforms, and telco infrastructure collide.
From Channels to Agents
For years, our industry has measured progress in API counts and channel launches. But the conversation has changed. I wrote recently that AI has its North Star; Network APIs need one too.
Infobip’s update made that visible — a decisive move from channels to intelligence, from APIs to agents.
Their upcoming conversational AI platform (launching Q2 2026) aims to connect every layer of engagement — channels, data, context, and automation — while allowing enterprises to bring their own LLM.
That’s a bold move in a market still figuring out how to blend generative and deterministic AI responsibly.
A Platform-Centric Vision
Infobip’s vision is to place its platform at the center of the cloud-communications ecosystem.
Three forces drive that strategy:
- Hybrid experiences — blending human and automated interactions.
- Platform consolidation — customers want fewer vendors, greater capability.
- Superapps & GenAI — intelligent ecosystems replacing channels as the unit of engagement.
To keep up, Infobip is infusing AI across everything — from telecom and channel layers to software, orchestration, and partner integrations.
This isn’t a feature roadmap; it’s a strategic reset for the AI era.
AI That Builds, Not Just Answers
What impressed me most was speed.
The new WhatsApp AI Flows can be built in minutes instead of days or weeks.
The AI Automation Studio (Pro Code) now supports RAG, compliance monitoring, and a “Chatbot Analyzer.”
And then there’s the Agentic Chunker — a clever bridge between human insight and AI-driven iteration.
Add Agent XP, enabling agents to talk with other agents or humans, and you see where this is heading: from workflow automation to autonomous collaboration across systems.
It’s the first glimpse of the next competitive frontier.
Europe’s AI Moment
A detail that deserves more attention: Infobip’s role in IPCEI-CIS (Important Projects of Common European Interest – Cloud Infrastructure and Services), a major European initiative to build sovereign AI and cloud infrastructure.
While hyperscalers dominate foundation-model development, Europe is shaping an AI layer grounded in privacy, compliance, and locality. Infobip’s participation signals that sovereignty and trust will be as strategic as capability in enterprise AI.
For telcos, this resonates deeply. Sovereign, low-latency, privacy-aware — it’s the same logic that could make Network APIs relevant again, if the industry connects networks, data, and intelligence in one flow.
The Ecosystem Play
One of the most notable updates was Infobip’s introduction of new ecosystem categories — a clearer structure for how it collaborates across the industry.
The company now organizes partnerships into distinct collaboration tracks that include hyperscalers like AWS, Oracle, and Microsoft, telecom alliances such as Deutsche Telekom, e&, Ooredoo, and BT, and technology frameworks like MCP and A2A.
It’s a more intentional approach to scaling through partnerships — not just “integrations,” but a defined architecture of co-innovation.
Infobip’s message was unmistakable: the future of cloud communications will be built through ecosystems, not in isolation. And to their credit, Infobip isn’t claiming to have finished the job; they’re acknowledging the urgency.
The landscape is shifting fast — AI agents, telco data, orchestration layers — and even the leaders are racing to stay ahead.
Why It Matters
At CPaaSAA, we’ve been talking about Intelligent Engagement — the convergence of communications, data, and AI into a single adaptive layer.
Infobip’s trajectory fits that perfectly.
This isn’t about smarter bots or faster routing. It’s about adaptive communication systems that learn, reason, and act. The first wave automates engagement; the next will let AI agents communicate directly — between enterprises, networks, and users.
By the time CXOP goes live next year, we may see the first agent-to-agent ecosystems emerging for real.
My Take
I’ve been around long enough to know that vision alone doesn’t guarantee results. But I like ambition — and Infobip’s update had plenty of it.
The pressure is on everyone: hyperscalers fusing AI and comms natively, startups skipping APIs altogether, telcos still finding their strategic role.
The next 18 months will decide who owns the layer of intelligence above the messages. That’s where the value will live.
Closing Thought
At CASA25, we said CPaaS had entered its accelerate & create impact phase. Infobip’s latest update shows that the industry is finally moving with that intent.
We’ve spent a decade talking about APIs. Now it’s time to build the intelligence that will use them.
My lifetime in IT and telecoms has been dedicated to innovation, building bridges and creating change. From the early days of cloud communications to working with operators on innovations and business development, and currently emphasizing APIs, CPaaS/CX and AI, my journey has been one of continuous evolution.
As founding partner at CPaaS Acceleration Alliance and The Next Cloud I'm privileged to help global telcos and techcos thrive in a fast changing world - through events, community building, strategy and global business development. I thrive on challenges and change, strategizing in cloud communications, and bringing people together for mutual success. Travel and continuous learning are my passions.
I believe the global communications industry is pivoting to prioritize customer experience and impactful solutions over mere technology and platforms, and we can tackle societal challenges by merging the strengths of corporates and innovators within new ecosystems.
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