In this episode of The Visionary’s Guide to the Digital Future, we sit down with Eric Matisoff, Adobe’s Global Evangelist for Data & AI, and Ervin Jagatić, Product Director and owner for all things AI at Infobip to explore how Agentic AI is transforming customer experience orchestration.

From orchestrating billions of conversations across channels to making real-time, autonomous decisions about when, how, and why to engage, Agentic AI represents the next leap forward in CX. Everyone is trying to get their arms around it and adopt it as fast as they can within the context of responsible and ethical concerns.

We’ll unpack how Adobe’s data and decisioning capabilities combine with Infobip’s global communications reach to create customer experiences that are not only personalized but adaptive, predictive, and self-optimizing.

Both companies have launched Agentic AI solutions and when put together, there are synergies that you can use to create winning customer experiences.

You’ll hear:

1. How are platform companies thinking about Agentic AI and what questions CX professionals should be using to evaluate which Agentic AI solution to leverage among all of their vendors

2. Real examples of data-driven orchestration where AI agents are shaping journeys across messaging, apps, and beyond.

3. The role of data and decisioning engines in enabling personalized, adaptive customer experiences.

4. How MCP (Model Context Protocol) acts as the middleware for Agentic AI, connecting models to enterprise systems and allowing agents to take secure, contextual actions.

5. Lessons from early, global deployments and what enterprises can learn as telco and platform readiness now makes these innovations possible.

6. What are the risks, ethics and upside and how to balance each while adopting AI-driven customer-experience orchestration.

7. Why Agentic AI is more than chatbots, and how it sets the stage for autonomous CX that is proactive, predictive, and human-centric.

QUOTES

“Keep these two words in your hip pocket: identity and intent, they form the basis for customer experience and the data that you’ll need.” — Paul Lima Host, The Visionary’s Guide to the Digital Future (08:55 )

“Value Creation is a function of relationship fidelity.” — Paul Lima, (23:43)

“The future of customer experience is conversational, not interface-driven.” — Ervin Jagatić, Infobip (55:49)

“Every customer should have their own representative — even if that representative is an AI agent.” — Ervin Jagatić, Infobip (57:57)

"In the future, all of us will have personal banking agents, it won’t just be for the wealthy.” — Ervin Jagatić, Infobip (58:31)

“If you haven’t documented it, you can’t digitize it.” — Paul Lima, Host (01:04:41)

“Human-in-the-loop isn’t optional. It’s how AI stays safe, compliant, and trustworthy.” — Ervin Jagatić, Infobip (01:43:30 )

“Consumers are already there. They’re using AI. Our job is to meet them there — or we get left behind.” — Eric Matisoff, Adobe (01:45:00)

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Welcome back to The Visionary’s Guide to the Digital Future, which features Paul Lima interviewing Kirk Materne, Senior Managing Director of Software Equity Research at Evercore. The conversation revolves around the evolving role of data, innovation in software, and the challenges organizations face in adopting new technologies such as generative AI (Gen AI).

Key Takeaways

1. Evercore's Role:

- Evercore specializes in mergers and acquisitions and equity research. Materne leads software research, covering major tech firms like Salesforce, Adobe, and Microsoft.

- They focus on providing strategic insights by analyzing both quantitative financial data and qualitative elements like earnings call transcripts.

2. The Role of Data:

- Data is seen as a strategic asset driving business decisions. Organizations need to leverage first-party data to improve customer engagement, efficiency, and innovation.

- The increasing availability and analysis of data have changed the pace of decision-making, with financial markets demanding near-instant insights post-earnings reports.

3. Gen AI and Business Transformation:

- Companies are in the early stages of integrating generative AI into operations. The key challenges are balancing innovation with data security, privacy, and clear ROI.

- There’s a need for scalable, industry-specific Gen AI solutions, with broader adoption expected by 2025-2026.

4. Software Industry Trends:

- Larger companies are well-positioned to capitalize on trends like Gen AI due to their scale, resources, and ability to invest heavily. But opportunities for smaller companies are readily available and may lead to more innovation.

- Consolidation is increasing, with companies seeking fewer but more comprehensive vendor solutions.

5. Innovation vs. Operational Excellence:

- Organizations face a tension between optimizing current processes and pursuing transformative business model innovation. Materne highlights the importance of empowering teams while maintaining compliance and governance.

6. Emerging Business Models:

- Many industries, including traditional ones like manufacturing, are adopting software-like recurring revenue models, showcasing how data and digital tools are reshaping business strategies.

The discussion emphasizes the interplay between data, software, and hardware innovations, as well as the leadership required to navigate these changes effectively. Materne concludes with insights on the importance of curiosity and the evolving landscape of enterprise software.

Quotes

20:13 "The democratization of data and the insights it provides enables smaller businesses to compete with larger players, leveling the playing field in customer engagement."

36:42 "The companies that succeed are the ones empowering their employees with tools that let them better understand and serve customers, leveraging data to drive these improvements."

45:40 "The importance of first-party data is pretty apparent to most companies at this point in time. Understanding what your customers want and need is critical for better interactions and outcomes."

48:02 "A small business could ask, 'Who are the 10 customers I should send an email to with a 10% discount?' That’s an example of how data can drive personalized engagement and business growth."

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