Infobip Reports APAC Leads Channel Adoption with Agentic AI
Infobip published its 2026 Customer Experience (CX) Maturity Report, and The Hindu's press distribution of the release reports 57% of APAC brands use agentic AI. ANI's coverage of the report finds that brands in India and Indonesia report 91% WhatsApp adoption, 60% in-app messaging usage, and 18% RCS adoption, and that APAC has the highest System Potential score. ANI also reports global metrics from the study: 96% of brands automate some customer interactions, but only 58% say channels are fully in sync and 60% have centralized customer data, with 27% using an orchestration platform and 50% API-ready. Editorial analysis: These gaps between channel adoption and orchestration are a common barrier to scaling AI-driven CX in production-ready systems.
What happened
Infobip released its 2026 Customer Experience (CX) Maturity Report, reproduced on The Hindu, which the press headline summarizes as showing 57% of APAC brands use agentic AI. ANI's writeup of the same report states brands in India and Indonesia report 91% WhatsApp adoption, 60% in-app messaging usage, and 18% RCS adoption, and that APAC scores highest on the report's System Potential metric. ANI also reports the study's global topline: 96% of brands automate some customer interactions, 58% say channels are fully in sync, 60% have centralized customer data, 27% use an orchestration platform, and 50% describe their tools as API-ready.
Editorial analysis - technical context
Observed patterns in comparable enterprise deployments show that high channel adoption does not automatically translate into seamless, AI-driven experiences. The report's numbers on orchestration (27%) and API readiness (50%) align with a recurring industry pattern where fragmented toolchains and siloed data limit the operationalization and optimization of models. For practitioners: connecting event streams, ensuring API contracts, and standardizing identity resolution remain prerequisites before agentic workflows can be reliably deployed at scale.
Context and significance
APAC's high messaging adoption, particularly WhatsApp penetration in India and Indonesia, creates a larger surface area for conversational automation and agentic AI experiments, per ANI. However, the report highlights trust and privacy as adoption constraints: ANI reports organizations cite user trust (71%), data privacy (64%), and tech-stack integration (41%) as primary barriers to deeper AI deployment. These figures frame where engineering effort and governance must concentrate for enterprise-grade CX automation.
What to watch
Industry observers should track three indicators from similar reports: uptake of orchestration platforms and unified event buses (addresses the 27% orchestration gap), improvements in API readiness and developer tooling (addresses the 50% API-ready metric), and measurable changes in trust/privacy controls such as consented data flows and explainability features (responds to the 71%/64% concerns). Reporting on vendor partnerships and case studies that link channel adoption with backend data unification will also indicate whether agentic AI moves from pilot to production in APAC.
Scoring Rationale
The report highlights meaningful regional adoption patterns and operational gaps that matter to practitioners building conversational and agentic AI in production, but it is not a frontier-model or platform-defining event.
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