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Early Efforts to Win on the Agentic Web and Key Points of Failure

Gerry Murray — Fri, 15 May 2026 04:00:00 GMT

This IDC Perspective explores the rise of the agentic web, which is emerging as a machine-to-machine internet layer where AI buyer agents autonomously discover, evaluate, and transact on behalf of humans. It details seven macrotrends reshaping buyer discovery, outlines five essential CMO capability initiatives, and provides a readiness diagnostic. The document argues that marketing must lead this transformation with IT, CISO, legal, and so forth to ensure they build structured, trusted, and agent-accessible presence that will dominate the next era of digital commerce.

"There are two ways to win on the agentic web. The most effective way is the brands' influence is strong enough that buyers mention your products in most of their requests to agents. That captures intent. Failing that, deals go to the brand with the first matching offer. That means your tech stack is your brand. Unfortunately, today's tech stacks are architected around a database marketing model that does not apply on the agentic web, which is all about intent-based marketing," Gerry Murray, research director, Enterprise Marketing Apps and Agents at IDC

The CMO Guide to Agentic Buyers: From Reach to Response

Gerry Murray — Fri, 15 May 2026 04:00:00 GMT

This IDC Perspective is written for CMOs preparing to compete in the agent-mediated markets by 2030. It examines the emergence of autonomous, AI buyer agents transacting on behalf of individuals and organizations and the implications for enterprise marketers. It covers the agentic shopping maturity model, infrastructure landscape, B2B and B2C marketplace developments, and a 24-action implementation road map.

"Agentic shopping is the first digital channel that makes database marketing practices and infrastructure obsolete. IDC forecasts AI agents will drive $500 billion in U.S. digital commerce, representing 25% of U.S. retail digital commerce by 2030. I would not want to be in the position of a CMO that is unprepared as 25% of revenue shifts to a channel I cannot compete in," said Gerry Murray, research director, Enterprise Marketing Apps and Agents at IDC.

VodafoneThree Launches 5G Fixed Wireless Access for the U.K. Residential and SMB Markets

Alejandro Cadenas — Tue, 12 May 2026 04:00:00 GMT

On May 11, Vodafone announced the commercial launch of Vodafone 5G Broadband, a fixed wireless access (FWA) service powered by the 5G network, following the merger with Three UK, bringing VodafoneThree into existence as the UK's largest mobile operator by spectrum and coverage. The service targets an estimated 3.7 million U.K. homes currently unable to access fiber, offering speeds of up to 150Mbps, unlimited data, and instant self-installation. The proposition is positioned as a credible and cost-efficient alternative to part-fiber connections, with no engineer visits or upfront costs. The launch builds on VodafoneThree's £11 billion network investment program and leverages multi-operator core network (MOCN) technology across more than 10,000 shared sites. Combined with its existing full-fiber footprint of 23.2 million homes, VodafoneThree can now address over 26 million U.K. homes.

Microsoft Dragon Copilot Experience for Nurses: Ambient AI Reaches the Bedside and Beyond

Jennifer Eaton — Mon, 11 May 2026 04:00:00 GMT

Microsoft announced new enhancements to the Dragon Copilot experience for nurses during Nurses Week 2026 (May 6, 2026), highlighting its AI clinical assistant with capabilities purpose built for nursing workflows. This IDC Link covers the announcement details and product capabilities, competitive implications, and strategic guidance for healthcare technology buyers and suppliers.

Retail Media Networks: Four-Level Maturity Framework and Agentic Impact

Alex Holtz — Fri, 08 May 2026 04:00:00 GMT

This IDC Perspective discusses the four-level maturity framework and agentic impact in retail media networks (RMNs). Retail media networks are rapidly evolving, with competitive advantage shifting from inventory control to execution maturity. IDC's four-level framework highlights that AI and agentic systems disproportionately benefit RMNs with unified data and integrated measurement, driving spend consolidation toward mature platforms. As retail media diversifies across formats and networks, operational complexity becomes the main constraint, making orchestration platforms and formal operating models essential for scalable growth and sustained advertiser confidence through 2030.

"In the age of agentic advertising, retail media networks no longer win by owning inventory; they win by orchestrating intelligence, execution, and experience at scale. As AI and automation redefine competitive advantage, the future belongs to those who can transform complexity into confidence, shifting value from impressions to decisions. Are you ready to compete where execution, not access, determines who leads?" — Alex Holtz, research director, Worldwide Media and Entertainment Digital Strategies, IDC

Commerce Live 2026: The Commerce.com Road Map for Agentic Readiness

Heather Hershey — Wed, 06 May 2026 04:00:00 GMT

Commerce Live 2026 took place April 28–30, 2026, at Navy Pier, Chicago, Illinois. At the event, Commerce.com (Nasdaq: CMRC), the renamed parent of BigCommerce, Feedonomics, and Makeswift, used its first unified flagship event to reposition the company around agentic commerce and data readiness. The event also signaled "execution mode" after roughly 18 months of internal restructuring.

AI's Impact on Discovery, Advertising, and Brand

Roger Beharry Lall — Tue, 05 May 2026 04:00:00 GMT

This IDC Tech Buyer Presentation, delivered at IDC Directions 2026, provides buyers with insights regarding the impact of AI on discovery, advertising, and brand.

A tectonic shift is underway in how brands are discovered, evaluated, and chosen, as generative AI reshapes the rules of marketing and commerce. Traditional search is giving way to AI-generated answers, zero-click journeys, and agent-driven buying, where both consumers and B2B buyers increasingly rely on AI to research, compare, and even make decisions on their behalf. This transformation is redefining visibility, forcing brands to move beyond SEO toward becoming machine-readable, contextually relevant, and continuously optimized across a fragmented content and technology landscape.

In addition, new advertising models are emerging within AI environments, creating both disruption and opportunity. In this new era, success will depend on how well brands align content, data, and systems to influence AI-driven discovery — and ultimately earn a place in the decisions machines make on behalf of customers.

AI's Impact on Discovery, Advertising, and Brand Marketing

Roger Beharry Lall — Tue, 05 May 2026 04:00:00 GMT

These event proceedings were presented at the IDC Directions conference in Boston in April 2026.

How your brand is discovered, evaluated, and remembered has been turned upside down by AI. This session challenges long-standing assumptions about SEO/AEO, media, and brand building with the latest research and outlines practical actions marketers can take to stay competitive in an AI-first market.

中国AI+养老产业格局及厂商能力分析，2026

Jifeng SUN — Tue, 05 May 2026 04:00:00 GMT

报告分析了当前AI+养老市场的产业发展方向、应用场景以及技术接纳矩阵，同时报告汇总分析AI+养老产业格局，甄选此领域的典型供应商和最佳实践供参考，并给出技术提供商建议。

“AI+养老已迈入万亿级赛道爆发前夜，在感知监测、交互陪伴、护理康复、慢病管理、智慧平台及运营方面形成全链条商业机遇，特别是家庭/护理机器人即将打开颠覆性增长空间，技术供应商应加速战略卡位，抢先布局者将抢占赛道主导权，收获长期红利。”——IDC助理研究总监孙吉峰表示。

AI Unleashed: Powering the Next Wave of Innovation with 5G, Satellites, and Intelligent Networks — Advanced Connectivity

Jitesh Bhayani, Ahmad Latif Ali — Mon, 04 May 2026 04:00:00 GMT

These event proceedings were presented at the IDC Directions conference in Boston in April 2026.

IDC analysts Jitesh Bhayani and Ahmad Latif Ali explore the convergence of next-gen connectivity solutions built on 5G/6G, LEO satellite networks, and AI-driven network automation — and how they're helping enterprises unlock new business models for leadership in the digital era.