The way people and brands communicate is undergoing a fundamental shift. The focus is moving from capturing attention through mass messaging to building meaningful one-to-one interactions that are intelligent, personalized, and continuous.

In this episode of India GameChanger, Ivan Ostojic, Chief Business Officer at Infobip, argued that this shift is not constrained by technology, most of it exists today. The real bottleneck is adoption. Enterprises must break free from fragmented “best-of-breed” tools, unify their customer journeys, and embrace bold experiments that bridge digital and physical worlds.

However, the design of these experiences is evolving. Interfaces are becoming simpler and more conversational, while automation is layered to handle everything from routine tasks to complex, context-aware decisions. The challenge is not whether the technology exists, but whether organizations are ready to adopt and apply it effectively. 

The future of communication will be defined by hybrid journeys that balance automation with authentic human moments, delivering exclusivity and value in ways that audiences cannot find elsewhere.