Infobip and Publicis Pair Up to Build the AI-Powered CX Engine

VODNJAN, CROATIA – June 23, 2026 – In a significant move that signals a new phase in the race for AI-driven customer experience (CX), global cloud communications platform Infobip has expanded its strategic partnership with Digitas Middle East, the marketing transformation arm of advertising titan Publicis Groupe. While corporate partnerships are announced daily, this alliance represents a critical commercialization milestone, aiming to fuse a best-in-class communications infrastructure with world-leading marketing intelligence to create a powerful, unified solution for global brands.

The collaboration will establish a joint service practice centered around Infobip's recently launched AgentOS platform. This initiative seeks to bridge the persistent gap between marketing strategy and real-time customer interaction, a challenge that has long plagued enterprises grappling with fragmented technology stacks and siloed data. By integrating Infobip’s AI-native orchestration platform with Publicis Groupe's deep expertise in data, creative, and media, the partnership is poised to move beyond theoretical AI applications and deliver tangible, hyper-personalized customer journeys at an unprecedented scale.

The Engine Room: Unpacking Infobip's AgentOS

At the heart of this alliance is AgentOS, Infobip’s AI-native orchestration platform. Launched earlier this year, it represents the company's strategic evolution from a leading Communications Platform as a Service (CPaaS) provider into an AI-first enterprise. This is not merely another chatbot builder; AgentOS is designed as an intelligent control layer to manage autonomous, goal-driven AI agents across the entire customer lifecycle.

One of its key differentiators is its natively built omnichannel foundation. While many contact center solutions bolt on digital channels as an afterthought, Infobip's platform was built for messaging first, offering seamless integration across more than 15 channels, including SMS, WhatsApp, voice, and email. This native architecture eliminates middleware latency and provides the reliability needed for enterprise-grade AI operations. AI agents operating on the platform can autonomously manage complex workflows, share context, and coordinate handoffs between channels, creating a single, intelligent journey for the customer.

Fueling these agents is a Conversational Customer Data Platform (CDP) that unifies customer interactions into a real-time profile. It captures not just transactional data but also conversational insights and engagement patterns, allowing the AI to make predictive, personalized decisions. Crucially, AgentOS incorporates a “human-in-the-loop” model. AI handles the scale and efficiency of routine tasks, but human specialists can intervene in complex scenarios. These interventions serve as a continuous training mechanism, refining the AI models while ensuring quality control and compliance—a critical feature for brands navigating the complexities of deploying AI safely.

A Strategic Play for an AI-Powered Future

From Publicis Groupe’s perspective, this partnership is a masterstroke in its broader strategy to become an “Intelligent System.” The Paris-based holding company has already committed €300 million over three years to this transformation, centered on its in-house platform, CoreAI, which leverages data from 2.3 billion consumer profiles. While CoreAI provides the strategic brainpower for insights and planning, the Infobip partnership provides the operational muscle.

This collaboration effectively provides the execution layer for the Groupe’s AI ambitions, solving the “last mile” problem in customer experience. It connects Publicis's high-level data analytics and creative strategies directly to the end customer through a robust, real-time communication infrastructure. Digitas ME will build a dedicated practice of certified Infobip specialists, embedding AgentOS capabilities directly into client engagement programs. As Kareem Monem, CEO of Digitas Middle East & Turkey, stated, the goal is to “co-develop go-to-market solutions that combine Publicis' data and creative capabilities with Infobip's real-time communications and AI platform.”

This move complements Publicis Groupe's other high-profile tech alliances, such as its partnership with NVIDIA to create an AI Center of Excellence. By integrating Infobip's specialized communication and AI orchestration technology, the marketing giant strengthens its ability to offer truly end-to-end digital business transformation, moving beyond consulting and into the tangible delivery of next-generation customer interactions.

From Global Ambition to Regional Execution

The partnership’s initial rollout is strategically focused on the Middle East and North Africa (MENA) and Asia-Pacific (APAC) regions. This geographic focus is no accident. These markets are characterized by rapid digitalization, high mobile-first populations, and significant adoption of messaging apps like WhatsApp for business communication. They represent fertile ground for advanced, AI-driven customer service solutions where legacy systems are less entrenched.

By establishing a dedicated practice in these regions, Digitas and Infobip can help local and global brands leapfrog traditional CX models. The joint service will enable clients to deploy sophisticated AI agents that can handle everything from personalized marketing campaigns and sales qualification to complex customer support inquiries, all within the channels their customers prefer. The demand is palpable, with one Forrester report noting that 88% of B2B decision-makers are already adopting or planning to adopt AI agents to enhance their strategic initiatives.

This collaboration is about more than just technology licensing; it's about co-creation. “This collaboration highlights the power of partnership,” said Krešo Žmak, Chief Innovation Officer at Infobip. “By co‑creating solutions with our partners at Publicis Groupe and leveraging AI at scale, we’re helping companies transform customer engagement and achieve measurable business impact globally.” This hands-on approach is critical for translating a powerful platform like AgentOS into successful commercial outcomes for clients.

Reshaping the Competitive Landscape

The Infobip-Publicis alliance sends a clear message to the market: integrated, end-to-end solutions are the future of customer engagement. It presents a formidable challenge to standalone CPaaS providers, CCaaS vendors, and other marketing holding companies. By combining a world-class communication infrastructure, an AI-native orchestration layer, and elite marketing strategy under one collaborative framework, the partnership offers a level of cohesion that is difficult to replicate with a piecemeal tech stack.

For global brands, this means a potential escape from the costly and complex process of stitching together disparate systems for data, analytics, marketing automation, and customer communication. The promise is a unified platform where AI-driven insights from Publicis can be immediately actioned by Infobip’s AI agents, creating a virtuous cycle of learning and optimization.

As businesses move from experimenting with AI to deploying it at scale, the demand for platforms that are not only powerful but also secure, compliant, and operationally robust will intensify. This partnership is a calculated move to meet that demand, setting a new benchmark for how innovation in communications technology can be strategically commercialized to reshape the entire customer experience landscape.