Global AI-first cloud communications platform Infobip forecasts a seismic shift from the current application-to-person (A2P) model to an agent-to-person (A2P) model in brand-consumer engagement.
Due to swift AI adoption, the company also projects that engagement will eventually lead to a fully autonomous agent-to-agent future by 2030.
"How we communicate with brands is constantly evolving. In this new agentic AI world, brands must seize the opportunity to take a holistic approach to communication. They must capitalise on the hyper-personalisation made available through agentic AI and rich communication channels like RCS and WhatsApp," said Silvio Kutić, Infobip CEO.
Agent-to-agent future
Agentic AI communication models drive autonomous customer communications across all touchpoints, enabling hyper-personalisation across multiple channels, and creating highly engaging, customised content.
Infobip forecasts that, by 2030, personal AI assistants embedded in smartphones will be able to independently handle complex tasks based on the user's digital habits and preferences.
Pathway to success
Infobip urges enterprises to eliminate data silos to succeed in an agent-to-agent future, as unified customer data is essential for effective AI-driven communication.
"Enterprises must act now,"Kutić added. “Organisational structures that facilitate seamless data sharing will be the key to successful AI agent adoption. While a personal AI agent booking a holiday might seem futuristic today, brands unable to meet this future will risk losing their competitive edge."
