Among the companies fulfilling Faultline’s pre-IBC lead story last week, pre-empting a swarm of AI agents into the Amsterdam RAI, is subscription management specialist Cleeng. The Amsterdam-based outfit likes to make a splash before IBC, and this year the headline claim is the world’s first “Agentic Subscriber Retention Infrastructure.” At the heart of the announcement is Cleeng’s new MCP (Model Context Protocol) server, which the company is pitching as a way to move subscription businesses from passively analyzing data to letting AI agents actively do something about it. Yet Faultline spotted an obvious problem with the “world’s first” claim. MCP has been around since Anthropic launched the open protocol in November 2024, and Cleeng itself was talking about cross-platform AI agents capable of executing churn-reduction actions as recently as April 2026, an evolution of…