Marketing transformation arm of Publicis Groupe, Digitas Middle East, has partnered with communications platform Infobip to establish a dedicated joint service practice built around Infobip's AgentOS platform.
The collaboration brings together Publicis Groupe's capabilities across data, media, loyalty, and commerce with Infobip's real-time multichannel communications infrastructure. Under the arrangement, Digitas ME will develop a team of certified Infobip specialists and embed AgentOS capabilities directly into client engagement programmes.
The rollout begins across MENA and APAC under a global framework agreement, with the Middle East positioned as a lead market.
The partnership is aimed at addressing what both companies describe as a growing enterprise priority: combining AI-driven personalisation, marketing transformation, and real-time business messaging within a single customer experience layer. Analyst firm Forrester noted in a February 2026 report that 88% of director-level and above decision-makers at B2B enterprises are adopting or planning to adopt AI agents.
Kareem Monem, CEO of Digitas Middle East & Turkey, said the practice would co-develop go-to-market solutions combining Publicis' data and creative capabilities with Infobip's communications and AI platform.