Infobip embeds AI across operations at DevDays 2026
Infobip brought together more than 1,000 engineers from across its global business for DevDays 2026, underscoring its push to embed artificial intelligence more deeply across the organisation.
The Croatia-based cloud communications company used the event, held as it marks 20 years in business, to show how engineering and business teams are using AI in day-to-day work. The focus is on integrating AI into product development, decision-making and internal processes, rather than treating it as a separate initiative.
Executives described AI as an operational priority across the organisation, including within Infobip's communications platform, which reaches more than seven billion mobile devices globally.
AI focus
The event also highlighted workforce development. Infobip argued that the quality of AI products depends on the people building them, and used the gathering to stress the need for training and stronger AI knowledge across engineering and business functions.
The company presented this approach as part of a broader shift in how it operates. Rather than limiting AI to customer-facing tools, it is applying the technology across design, execution and internal decision-making.
"We have always been innovators, it is part of our identity and our culture. The combination of who we are and the direction technology is evolving gives us the opportunity to move faster, build better, and continuously raise the bar. Artificial intelligence must be deeply embedded in the way we think, design, make decisions and execute. That is why we place particular focus on developing internal competencies and a deep understanding of artificial intelligence at all levels of the organisation - from engineering to business functions - in order to build a solid foundation for developing advanced AI solutions for the global market," said Izabel Jelenić, Co-Founder and Chief Technology Officer, Infobip.
That emphasis reflects a wider trend among technology companies trying to turn AI from a research topic into an everyday management tool. For communications providers, the pressure is particularly strong as clients seek more automated and tailored interactions with customers across messaging, voice and digital channels.
One example of Infobip's strategy is AgentOS, a system designed to bring together AI agents, people, data and communications channels in one environment. The product is intended to help businesses choose channels, determine next actions and hand over to human staff when needed.
Operating model
Management also used the event to outline changes to internal workflows. Engineering leaders said AI should be used selectively where it can remove repetitive work and increase speed, while people remain responsible for tasks that require judgement and context.
"Being AI-first does not mean blindly automating processes, but deliberately embedding artificial intelligence into the way we design and improve our work. We are systematically reshaping our operating model: measuring where AI accelerates work, automating repetitive tasks and redirecting energy toward decisions and outcomes that AI cannot take over. Artificial intelligence brings speed, scalability and analytical power, while people retain judgement, creativity, context and trust," said Erak.
Infobip operates in the cloud communications market, where companies provide infrastructure and software that let businesses connect with customers across multiple channels. The sector has become increasingly competitive as operators, software vendors and specialist messaging providers seek to add AI tools to customer engagement systems.
Its platform has more than 10,000 connections globally, including more than 800 direct operator connections. Those links form part of the infrastructure underpinning its messaging, authentication, contact centre and customer engagement services.
Founded in 2006, Infobip is led by co-founders Chief Executive Officer Silvio Kutić and Jelenić. Its latest engineering gathering signals that the company sees AI adoption as much as a people-and-process issue as a product one.