Infobip launches AgentOS platform, targets agentic AI shift

Infobip has launched its AgentOS platform as it marks 20 years since its founding, calling the move a shift towards agentic AI.

Founded in Vodnjan, Croatia, by Silvio Kutić and Izabel Jelenić, the company says it began with a €25,000 loan in 2006 and reached a USD $1 billion valuation before taking external funding in 2020. It expanded from SMS into a broader communications platform spanning more than 15 integrated channels.

The launch comes as companies look for ways to turn generative AI experiments into measurable returns. Infobip cited research conducted with MIT that found only 5% of GenAI pilots currently deliver measurable business value, with fragmented data and disconnected systems among the main barriers.

AgentOS is designed to address that problem by bringing together customer data across marketing, sales and support in a single orchestration layer for AI agents. The platform also includes human oversight for companies deploying these systems at scale.

AI shift

Infobip argues that agentic AI will reshape customer communications in the coming years, with personal AI agents expected to handle more tasks directly through business systems. That could include actions such as booking travel or resolving billing issues without direct human involvement.

It also pointed to broader industry expectations for the technology. Gartner has forecast that by 2028 AI agents will outnumber human sellers by ten to one, while fewer than 40% of sellers will say those systems have improved productivity.

Beyond the AgentOS launch, Infobip is also working to link search intent more directly to RCS for Business conversations. The goal is to let businesses respond to customers in real time from search results through messaging channels.

This strategy reflects a broader push by communications technology providers to embed AI more deeply into customer engagement tools while keeping data and channel management in one place. For Infobip, it builds on its position in messaging and omnichannel communications as competition across the sector intensifies.

Izabel Jelenić, Chief Technology Officer and co-founder of Infobip, described the company name as an early example of having to defend an unconventional idea.

"When we registered the company, the commercial court initially rejected the name. We had to explain to the clerk why we chose 'info' and 'bip', arguing that bip captured the beep of the now nostalgic Nokia 3310 message sound that everyone recognised. Making the case for ideas before the world catches up is what we have always done, and it is exactly what we are doing now with agentic AI," said Jelenić.

Growth path

Infobip has remained under the leadership of its founders and grew without outside capital for much of its history. That path is relatively unusual in the communications software market, where venture backing has often played a central role in expansion.

The company says its platform can reach more than seven billion mobile devices across six continents and includes more than 10,000 connections, among them more than 800 direct operator connections. Those relationships have helped it build its business in areas including messaging, identity, authentication and contact centre software.

Kutić said the company sees the current AI shift as the biggest change since the rise of conversational tools.

"Twenty years gives you perspective. We have watched communication evolve from SMS to omnichannel to conversational AI, and what is coming next is the most transformative shift yet. We've spent two decades building the global infrastructure and enterprise trust that the agentic AI era demands. We are entering our most ambitious chapter," said Kutić.