Infobip predicts AI-powered, hyper-personal customer engagement to transform UK market in 2026

Next-gen customer experience driven by rich, conversational and responsible innovation

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LONDON, 27 November 2025 – Global cloud communications platform Infobip today unveiled its top five customer experience and technology trends set to shape the UK market in 2026. The forecast highlights a year defined by AI-driven personalisation at scale, richer conversational channels, and a growing focus on responsible innovation in customer engagement.


2026 will be the year UK businesses harness AI’s full potential. Firms will utilise AI not just to automate, but to anticipate customer needs and respond in real time. Businesses and brands that succeed in this environment will be those that combine intelligence, interaction, and integrity in every customer conversation.”

James Stokes

Head of Enterprise, UK & Nordics, at Infobip

Infobip’s key predictions in customer experience, conversational communications and technology include:

  1. AI-powered hyper-personalisation at scale: Businesses will move beyond simple product recommendations to deliver real-time, context-aware experiences powered by AI. From messaging to logistics, customer journeys will be driven by behavioural, location, and intent data. This will result in interactions that feel dynamic, relevant, and human.
  2. The rise of rich conversational channels: With SMS facing growing regulatory and security challenges, channels such as Rich Communication Services (RCS) and AI-powered assistants will define brand communication. Expect more interactive, visual, and intelligent conversations between customers and businesses – throughout the full customer lifecycle.
  3. Responsible AI and data sovereignty: As AI adoption accelerates, so will scrutiny over data control and compliance. Infobip predicts greater demand for regionally hosted, transparent, and governance-ready AI solutions that balance innovation with accountability, driving customer trust.
  4. The next generation of customer experience: AI is evolving from passive assistance to agentic intelligence. It will anticipate customer needs, guide decisions, and personalise interactions in real time. CX leaders must rethink experience design to embrace this new era of proactive, conversational engagement.
  5. Smarter messaging, smarter strategy: With devices increasingly filtering or summarising Application-to-Person (A2P) messages, UK brands must shift toward trusted, interactive channels like WhatsApp or RCS. Delivering relevant, opt-in, and value-driven communication will become the new benchmark for customer engagement.

About Infobip

Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact centre solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 6 continents connected to over 9,700+ connections of which 800+ are direct operator connections. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić and Izabel Jelenić.

Recent award wins include:

  • Infobip ranked as the number one Established Leader in the Juniper Research Mobile Messaging Fraud Prevention Market report (Sept 2025)
  • Infobip named a Leader in the Gartner® Magic Quadrant™ for Communications Platform as a Service (CPaaS) for the third consecutive year. In 2025, positioned furthest in Completeness of Vision (July 2025)
  • Infobip named among Top 75 in Fortune’s Europe’s Most Innovative Companies 2025, placing it in the top 25% of all listed organizations (June 2025)
  • Infobip ranked as a Leader in the Omdia CPaaS Universe Report for the third time (April 2025)
  • Infobip ranked an Established Leader in the Juniper Research Conversational AI Leaderboard (Feb 2025)
  • Infobip named a CPaaS Leader for the third time in the IDC MarketScape (Feb 2025)
  • Infobip named one of the top CPaaS providers in Metrigy’s CPaaS MetriRank Report (Dec 2024)
  • Infobip named number one among Established Leaders in RCS Business Messaging in Juniper Research’s RCS Business Messaging Competitor Leaderboard 2024 (Nov 2024)
  • Infobip recognized as the number one provider in the AIT Fraud Prevention market by Juniper Research (Oct 2024)
  • Infobip named to Fast Company’s Annual List of the World’s Most Innovative Companies (March 2024)