Infobip, an AI-first cloud communications company, and Digitas Middle East, the marketing transformation arm of Publicis Groupe, have expanded their strategic partnership with a focus on AI-driven customer engagement for global brands. The companies say the effort will start with a rollout across MENA and then extend to APAC, beginning with the development of a joint service practice built around Infobip’s AgentOS platform.
The announcement reflects a broader trend in enterprise marketing technology, where brands are looking to connect customer data and campaign strategy to real-time communications across channels. Rather than treating marketing automation, customer service messaging, and data analytics as separate systems, partnerships between technology vendors and large agencies are increasingly aiming to package them into a single engagement capability.
What the partnership expansion covers
Under the expanded agreement, Infobip and Digitas Middle East & Turkey will build a joint service practice around Infobip AgentOS. The stated goal is to combine Infobip’s communications infrastructure with Digitas’ capabilities in data, AI, customer experience strategy, and media transformation.
The companies also referenced a global framework agreement, with initial deployment planned across MENA and APAC. While the release does not provide timelines beyond “starting across” those regions, the structure indicates an attempt to standardize delivery methods across markets while still tailoring solutions to local brand requirements.
Why Infobip’s AgentOS is central
Infobip positions AgentOS as a foundation for AI-driven engagement at scale. In practical terms, a platform like AgentOS is designed to help orchestrate customer interactions across multiple channels and at different stages of the customer journey. Infobip’s announcement links the platform to real-time messaging, omnichannel engagement, and identity and authentication capabilities, elements that typically sit at the intersection of communications and customer data.
From an enterprise standpoint, that matters because AI-driven personalization efforts often require more than campaign recommendations. They also need a reliable way to execute messages, manage identities, and maintain continuity across touchpoints, especially for customer groups that interact with brands through multiple digital and mobile channels.
How this fits Digitas and Publicis Groupe’s marketing transformation model
Digitas is part of Publicis Groupe’s agency and marketing transformation ecosystem. The expansion is framed as an effort to bring Infobip’s real-time communications and AI capabilities into Digitas client engagement programs, supported by what the partners describe as Publicis Groupe strengths in data and creative execution.
In the release, Digitas Middle East & Turkey’s CEO, Kareem Monem, said the company will establish a dedicated practice of certified Infobip specialists. The announcement also describes co-development of go-to-market solutions that combine Publicis’ data and creative capabilities with Infobip’s engagement platform.
That positioning aligns with how major agency networks typically scale new technology offerings: build specialist teams, define repeatable service components, then attach those components to agency workflows such as campaign planning, audience activation, loyalty and commerce programs, and measurement.
Market context: rising appetite for AI agents in B2B
The announcement cites an analyst finding from Forrester related to AI agent adoption intent. According to the release, Forrester’s State of Customer Obsession Survey, 2025, suggests that decision-makers at director level and above in B2B enterprises report they are adopting or planning to adopt AI agents, with the cited figure at 88%.
While adoption intent surveys do not guarantee deployment success, they provide a directional signal that enterprise buyers are moving beyond experimentation. For martech vendors and agencies, that raises competitive pressure to deliver solutions that can be implemented and measured, not just piloted.
Implications for MENA and APAC enterprises
For brands operating across MENA and APAC, the partnership matters because it targets a recurring operational challenge: aligning marketing strategy and customer experience goals with the underlying communications capabilities needed to execute personalization at scale.
Organizations in regulated or high-competition markets often need robust identity and messaging controls, especially when AI is used to tailor interactions. By tying the engagement approach to an infrastructure platform, Infobip is effectively positioning itself as more than a channel tool, aiming to be part of the delivery layer for customer engagement initiatives.
Meanwhile, agency-led practices can influence how companies translate AI capabilities into customer journey improvements. That includes decisions about which customer segments should receive what types of content, how AI should support service and sales interactions, and how performance should be measured across channels.
What to watch next
In the months following the partnership rollout, the key question will be how the service practice is packaged for different industries and brand use cases. Enterprises generally want clarity on implementation scope, integration requirements, and measurable outcomes such as engagement rates, conversion lift, customer retention, or service efficiency.
For the wider market, the expansion is another example of how AI-driven customer engagement is moving toward bundled offerings that connect strategy, data, and real-time communications. As adoption expands, competition is likely to shift from “who has AI” to “who can operationalize it reliably across channels and customer touchpoints.”
Note: This article is based on information provided in the partners’ announcement and does not include additional reporting beyond the stated details.
