The CPaaS industry is evolving into an infrastructure for AI, according to Roberto Kutic, COO at Infobip.
That’s quite the leap, considering many still think of CPaaS as a solution for injecting communication channels into digital experiences.
Yet, CPaaS Magic Quadrant leader Infobip has a much more significant vision for the technology, where it forms an “essential infrastructure layer for AI-driven customer interactions.”
Supporting this vision is the convergence of CPaaS and CCaaS, which Kutic describes as “inevitable”.
“These two industries, once distinct, are merging into a single intelligent ecosystem where communication isn’t just a channel—it’s the foundation of AI-powered automation, hyper-personalization, and real-time decision-making,” wrote Kutic in a LinkedIn post.
The COO then noted that in this new reality:
- CPaaS will no longer be just an enabler—it will be the backbone of AI-driven business interactions.
- CCaaS will move beyond traditional contact centers—it will be a dynamic AI-powered engagement hub.
- AI will orchestrate everything—understanding intent, automating interactions, and optimizing experiences across all channels.
“This shift is already happening,” concluded Kutic. “The next generation of CPaaS won’t just provide APIs for messaging or voice—it will be the core infrastructure that powers AI-first communication experiences.
Companies that recognize this transformation early will lead the next wave of digital customer engagement.
On the backend of many CCaaS systems, CPaaS is already helping to connect the contact center with broader enterprise solutions for custom integrations and more proactive customer support.
However, this longer-term vision is fascinating to consider as the CPaaS market heats up.
Elsewhere at Infobip…
Kutic shared his take on the future of CPaaS not long after Infobip launched its Q4 product update, where the vendor enabled proactive outreach on Apple Messages for Business and much more.
Proactive Messages on Apple Messages for Business
Previously, Apple Messages for Business only allowed businesses to respond to customer-initiated interactions.
However, with the introduction of Infobip’s binary choice templates, businesses can now send predefined messages, enabling proactive outreach while maintaining Apple’s emphasis on privacy and user control.
The feature remains a tool for customer support, scheduling, sales, and Apple Pay transactions, but the new update expands its potential for engagement.
Sharing the news in a YouTube update, Monika Lončarić, Senior Content Marketing Specialist at Infobip, noted:
“With this update, Apple Messages for Business becomes a powerful tool for proactive, personalized and permission-based engagement.”
Enhancing the WhatsApp Business Platform
Infobip has released new features to improve its integration with the WhatsApp Business Platform.
First, it’s now possible to leverage WhatsApp flows for various new use cases, including promotional sign-ups, expanding pipelines, and attracting new prospects.
Yet, perhaps more notably, users may view all flows in one place: the Infobip portal.
There, users may also check statuses, delete flows, and publish them.
Click tracking for WhatsApp is another new capability. With this, users may improve analytics and reporting on click-through rates, providing actionable insights for optimizing marketing efforts.
Finally, a brand can also collect opt-outs when sending marketing messages via a simple feedback form, allowing for greater brand trust.
A Chatbot Integration with Oracle Responsys
The Infobip AI chatbot builder now integrates into Oracle Responsys. As such, customers can create chatbots that deliver “natural-humanlike” interactions that build trust and improve customer satisfaction over various digital channels.
For more on how Infobip’s vision for CPaaS and its latest innovations, check out the following CX Today article: 10 CPaaS Providers to Watch Out for in 2025
