At the Netherlands Pavilion during MWC Barcelona 2026, CM.com highlighted its evolution from messaging services to AI-driven customer engagement, with a focus on so-called “agentic AI” for commerce and support use cases.
Speaking during an NL Talks session moderated by Anke Kuipers, Gilbert Gooijers, COO at CM.com, said the company has expanded significantly beyond its origins in SMS messaging to support multi-channel communication and automated customer interactions.
From messaging to agentic commerce
CM.com initially built its business around text messaging services, enabling enterprises to communicate with customers via SMS. According to Gooijers, the company has since expanded to include channels such as WhatsApp and RCS, combined with AI-driven tools to enhance interaction quality.
The latest development is the shift from traditional chatbots to “agentic AI”, where automated systems not only respond to queries but also perform actions within conversations.
These capabilities include identity verification, payment flows and transaction handling directly within messaging environments, enabling what CM.com describes as conversational or agent-driven commerce.
Emphasis on controlled AI deployment
A key challenge in deploying AI for customer interactions is ensuring accuracy and reliability. Gooijers noted that CM.com addresses this by grounding AI agents in curated, customer-specific knowledge bases rather than relying solely on broad, general-purpose models.
This approach allows organisations to trace responses back to their source and refine outputs over time, reducing the risk of incorrect or inconsistent information.
Control mechanisms are built into the platform to monitor conversations and adjust responses, with human oversight typically applied in quality assurance rather than real-time intervention.
Gradual adoption builds trust
According to CM.com, organisations typically adopt AI agents in phases. Initial deployments may be limited to specific time windows or use cases, allowing companies to evaluate performance and build confidence before scaling to full-time operation.
Over time, as systems demonstrate reliability, AI agents are increasingly used to handle large volumes of customer interactions, including outside standard business hours.
Gooijers said this phased approach helps both organisations and end users build trust in automated systems.
Broad applicability across sectors
The company sees demand across multiple sectors, particularly in environments with high volumes of repetitive customer queries.
Examples include large-scale events, where organisers must handle thousands of incoming questions. CM.com cited use cases such as motorsport events and national hospitality programmes, where AI agents were used to manage visitor enquiries efficiently.
Such deployments reduce operational workload while maintaining responsiveness for end users.
Advancing towards human-like interactions
Looking ahead, CM.com is investing in voice-based AI interactions, aiming to create more natural, human-like experiences.
Gooijers highlighted developments in conversational voice systems that mimic human interaction patterns, including pauses and contextual responses, to improve user experience.
He suggested that within the next few years, distinguishing between human and AI-driven service interactions may become increasingly difficult.
Aligning with global technology trends
At Mobile World Congress Barcelona 2026, CM.com used the event to benchmark its strategy against global developments in AI and customer engagement.
Gooijers said the company’s direction is aligned with broader trends in both US and Asian markets, particularly around AI-driven automation and conversational interfaces.
Continued role of industry events
The company also emphasised the importance of industry gatherings such as MWC for strategy development and innovation.
“Direct interaction with customers, partners and peers provides insights that cannot be gained from behind a desk,” Gooijers said, highlighting the role of events in shaping product direction and identifying new opportunities.
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