Infobip has introduced AgentOS, an orchestration platform designed to manage autonomous customer interactions across various digital channels. The launch marks a shift for the company from providing communication infrastructure to managing the logic behind AI-driven customer journeys.
The platform aims to resolve a common hurdle in enterprise AI adoption: the “siloing” of data. While many companies have deployed chatbots or AI models, these tools often lack the context required to handle complex requests because data is scattered across different systems.
By integrating a Conversational Customer Data Platform (CDP) with real-time journey orchestration, AgentOS is intended to act as a central “decision layer” for marketing, sales, and support.
Unlike traditional script-based chatbots, AgentOS uses a Model Context Protocol (MCP) to allow AI agents to connect with third-party systems. This enables the agents to perform specific tasks, such as processing transactions, verifying identities, or booking services, directly within a chat interface on platforms like WhatsApp, SMS, or RCS.
To address security and accuracy concerns in regulated industries, the platform includes a “human-in-the-loop” feature. This allows human specialists to monitor AI interactions in real-time and intervene if a query becomes too complex or falls outside of defined safety parameters.
The launch targets the Asia-Pacific (APAC) market, where businesses are increasingly looking to scale AI operations. According to Ruslana Reznikova, Infobip’s Vice President and GM for APAC, the regional focus is shifting from simply adopting AI to finding ways to operationalise it within existing compliance frameworks.
The introduction of AgentOS coincides with Infobip’s 20th year in operation. The company reports that the platform will be available to the market starting April 1, 2026.
