Observed Signal · Jul 14, 2026 · Announcement · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Infobip: Agentic AI Improves Airline Communications
Infobip, a global communications platform, published findings showing that airlines are shifting from reactive broadcast messaging to proactive, AI-driven personalised omnichannel communication to manage travel disruption. Citing a UK Civil Aviation Authority report that over 60% of passengers identified communications as the top area for improvement, Infobip highlights agentic AI, autonomous resolution, and unified customer data as core pillars. The company says its work across the UK and Europe, including with Virgin Atlantic, has increased online check-in rates by 11% and reduced customer care workloads by as much as 50%. The report also notes channel performance differences (WhatsApp cited with a 98% open rate vs 20% for email) as a driver for moving to higher-engagement messaging channels.
Industry-relevant announcement about agentic AI and omnichannel customer communications that provides measurable operational metrics (check-in +11%, support workload -50%) and highlights channel performance—useful but not a platform-level policy or major platform technical release.
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Key Takeaways & Evidence Grounding
- A UK Civil Aviation Authority report found that over 60% of passengers cite airline communications as the top area for improvement during disruption.
- Infobip advocates a shift from reactive broadcast communications to proactive, AI-first personalised omnichannel strategies for airlines.
- Infobip states its partnerships in the UK and Europe, including work with Virgin Atlantic, increased online check-in rates by 11%.
- Infobip reports that proactive AI engagement reduced customer care workloads by as much as 50%.
- The article cites WhatsApp maintaining a 98% open rate compared to 20% for email as a rationale for omnichannel messaging.
Connected Companies & Entities
5 Entities mapped“Global communications platform Infobip has found that the airlines successfully navigating turbulence are replacing reactive broadcast commu...”
“Infobip’s partnerships across the UK and Europe, including work with Virgin Atlantic, have demonstrated that proactive AI engagement can inc...”
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Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
AI Revolutionizes Marketing: Insights from Infobip's Ethan Gustav
Ethan Gustav, Group President North America at Infobip, discusses trends in AI-powered marketing and multichannel messaging. He says AI moved from novelty to business essential during the prior holiday season, predicting widespread use of conversational and agentic AI for routine customer tasks and forecasting AI agents could handle up to 95% of customer engagements. Gustav distinguishes conversational AI (human-like dialogue) from agentic AI (outcome-driven automation), and highlights demand for smaller domain-specific models to enable hyper-personalization while preserving privacy. He advocates blending AI with omnichannel messaging — including RCS and WhatsApp — to deliver personalized promos, in-app shopping, and 24/7 support. Infobip positions itself as an AI-native cloud communications platform that uses chatbots (Answers), generative AI for marketing at scale, and predictive analytics for lead scoring and churn identification.
Infobip Report: Disconnected Data Hinders CX Automation
Infobip's 2026 Customer Experience (CX) Maturity Report finds that while most brands (96%) automate some customer interactions, fragmentation across data and systems prevents scalable, seamless customer journeys and slows AI adoption. The report shows only 58% of brands have fully synchronized channels, 60% centralize customer data, 27% use an orchestration platform, and 50% report tools are fully API-ready. Agentic AI is used by 53% of brands but adoption is limited by user trust (71%), data privacy concerns (64%) and tech-stack integration (41%). Sector analysis ranks retail and telecommunications highest on journey automation and system potential, with banking trailing slightly. Infobip and industry commentator Frost & Sullivan highlight that overcoming fragmented systems and trust barriers will determine which brands scale effective AI-powered CX.
Conversational AI Emerges as Retail Imperative
A Business Wire piece published on MarTech Series (July 20, 2026) reports that insights from Infobip and Retail Economics indicate retail engagement is shifting from one-way “broadcast” messaging to a conversational, AI-driven relationship model. The article cites high WhatsApp open rates (85–95%) versus email (32.7% in e-commerce), notes 24% of Gen Z prefer WhatsApp and SMS for deliveries/returns, and highlights a readiness gap: 88% of retailers are exploring conversational AI while 0% report full integration. Retail Economics CEO Richard Lim and Infobip retail specialist Kim Johal comment on personalization, channel preferences, and AI-driven automation that can handle routine queries and demonstrate ROI in as little as 60 days.
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