We’ve said it many times, but AI and agentic commerce are going to have some profound effects on how consumers buy things and how businesses market to and message them. Now Infobip agrees.
In its latest report, the global comms platform finds that UK retailers and merchants are on the verge of a major transformation as AI evolves from a digital support tool into an agent that actively shapes customer journeys in real time.
Infobip forecasts that in 2026 “Agentic AI Commerce” will become the new norm for UK merchants, enabling hyper-personalised shopping experiences – and it will have a profound impact on rich messaging.
Kim Johal, retail specialist, at Infobip, says: “Retail is on the cusp of a dramatic evolution. We’re moving beyond simple digital adoption to a world where AI doesn’t just assist, but actively drives autonomous, real-time customer journeys. From tailored product discovery to frictionless checkout, AI will be the engine powering retail innovation across the country.”
Infobip’s report goes on to suggest that AI-powered hyper-personalisation will see retailers leverage behavioural, location and intent data to deliver truly tailored, dynamic experiences that increase engagement and conversion rates in real-time.
Meantime, AI will evolve from passive assistance to proactive engagement, anticipating needs and personalising experiences across all touchpoints.
Boom time for RCS and WhatsApp
An interesting upshot of this is what it means for rich messaging. Rich Communication Services (RCS) and WhatsApp, the report says, will become mainstream platforms for conversational commerce in the UK, offering more visual, interactive and intelligent brand-customer interactions.
Off the back of this there will be a rise in what Infobip dubs “smarter messaging for smarter devices”. With increasing message filtering and summarisation on consumers’ devices, brands must adopt richer, trusted channels to ensure their communications are welcomed and relevant, says the study.
Johal adds: “Success in this new era will require patience and strategic thinking. UK businesses must focus on packaged AI use cases with clear ROI and ensure their solutions are transparent, compliance ready and build customer trust. Infobip’s expertise in AI-driven communications, positions us as a key partner for retailers aiming to lead in the Agentic AI Commerce revolution.”
