rssconsumer

IDC Presentation: State of Agentic Commerce in EMEA

Cristiano Quattrini — Tue, 16 Jun 2026 04:00:00 GMT

This IDC Market Presentation examines the state of agentic commerce in EMEA, with a specific focus on how retailers are moving from broad GenAI experimentation toward more concrete agentic AI deployment and commerce execution in 2026. It highlights that investment momentum is no longer limited to customer-facing AI features, but is expanding across the enabling foundations of agentic commerce, including CDP, CRM, agentic data management, IAM, hybrid architecture, edge capabilities, and retail data security.

The analysis shows that EMEA retailers increasingly view agentic commerce as a data, identity, orchestration, and infrastructure challenge, rather than simply as an AI-powered shopping interface. While investment intentions are strong, execution remains selective and uneven. Most organizations are still operating at mid-level journey orchestration maturity, with the market progressing from AI-assisted discovery and personalization toward more advanced but still selective, autonomous delegation.

The presentation also compares the EMEA, Germany, and the U.K. retail markets in this context. Germany emerges as a market with relatively strong actual agentic AI investment and infrastructure readiness, but a more cautious approach to front-end commerce and CX stack expansion. This suggests a disciplined, staged adoption model focused on data control, governance, product information consistency, and operational resilience. The U.K., by contrast, shows a broader and more aggressive modernization agenda across commerce, CX, and architecture priorities. Overall, the presentation argues that scalable agentic commerce will depend less on isolated AI pilots and more on retailers’ ability to build trusted, secure, real-time, machine-readable commerce environments.

“Agentic commerce in EMEA should not be interpreted as an overnight shift to fully autonomous purchasing. The market is moving through a staged progression, from AI-assisted discovery, service, personalization, and orchestration toward selective delegation of commercial decisions. Retailers that will move fastest are not necessarily those experimenting most visibly with customer-facing agents, but those building the data, identity, security, and architecture foundations required to make autonomous commerce trusted, scalable, and operationally reliable,” said Cristiano Quattrini, senior associate advisor, IDC Retail Insights.

The Bot Surge in Digital Commerce: How Generative AI Has Reshaped the Automated Threat Landscape for Online Merchants and Advertisers

Heather Hershey — Tue, 16 Jun 2026 04:00:00 GMT

This IDC Perspective examines the sustained rise in automated bot traffic against digital commerce merchants and identifies its inflection point at the public release of large language models in late 2022.

Drawing on independent threat research data through 2025, the document establishes that:

Automated traffic has overtaken human traffic on the open web
Digital commerce is among the most heavily botted sectors globally
The operational impact on merchants now extends well beyond the security perimeter into advertising, personalization, and strategic decision-making

This IDC Perspective argues that bot exposure is a sector-level problem rather than a commerce platform one and explores the emerging “gray zone” between malicious automation and legitimate customer-directed AI agents. It provides technology buyers with actionable guidance for building a cross-functional response across security, identity, data hygiene, and commercial policy.

This is essential reading for digital commerce and marketing leaders preparing for a near-term future in which AI agents will increasingly transact on customers’ behalf and for whom determining which bots are engaging with a brand in “bad faith” versus those with legitimate purchase intent.

“Merchants experiencing rising bot pressure should resist the instinct to blame their commerce platform,” says Heather Hershey, research director, AI-Enabled Digital Commerce, IDC. “Instead, invest in portable, layered defenses at the edge. You need sophisticated bot detection strategies that can tell not only the difference between human and bot traffic, but also which bots are in ‘good faith’ and which are not.”

Digital Twins, AI, and Data Platforms for Predictive Transportation Operations

Ravikant Sharma — Mon, 15 Jun 2026 04:00:00 GMT

This IDC Market Presentation examines how AI, real-time data platforms, and digital twins are converging to shift transportation operations across airports, railways, and ports — from reactive, legacy-constrained management to predictive operational intelligence.

The document establishes the strategic context through six converging global pressures that make the status quo indefensible, diagnoses the internal readiness gap leveraging IDC’s surveys and FutureScape predictions, and introduces a three-pillar operational intelligence model in which all three capabilities must be designed to interlock from the start. It walks through each pillar in depth, presents verified 2025–2026 case studies demonstrating the model in production across all three pillars, and closes with six strategic recommendations for agencies navigating the transition to predictive operations at scale.

“Leadership in transportation will not be decided by the scale of infrastructure; it will be decided by the intelligence layered on top of it. AI, data platforms, and digital twins are not technology investments. They are the operating model of the predictive era,” says Ravi Kant Sharma, research director, Government Insights, IDC.

IDC Survey Spotlight: Which AI Workplace Technologies Will European Enterprises Invest In Over the Next 18 Months?

Gala Spasova — Mon, 15 Jun 2026 04:00:00 GMT

This IDC Survey Spotlight draws on findings from IDC's 2026 Global Future of Work Survey to examine the key AI-enabled workplace technologies that European organizations plan to invest in over the next 18 months. As managed estates grow more complex, IT teams are increasingly relying on AI-powered solutions to simplify manageability and day-to-day operations. The document analyzes which areas of the physical workspace are being prioritized for AI-enabled technologies, and why.

Bouygues, Orange, and Free-Iliad Agree to Acquire SFR for €20.35 Billion, Reshaping the French Telecom Market

Ahmad Latif Ali, Daniela Rao — Fri, 12 Jun 2026 04:00:00 GMT

Connectivity Hub Profile: Paris

Jan Hein Bakkers — Fri, 12 Jun 2026 04:00:00 GMT

This IDC Presentation analyzes the critical role of connectivity hubs in the digital ecosystem. It provides a detailed look at the developments in the Paris region in terms of datacenters, cloud providers, internet exchanges, and network infrastructure.

Connectivity Hub Profile: Bahrain

Tolga Yalcin — Thu, 11 Jun 2026 04:00:00 GMT

This IDC Market Presentation analyzes the critical role of connectivity hubs in the digital ecosystem. It provides a detailed look at the developments in the Kingdom of Bahrain in terms of datacenters, cloud providers, internet exchanges, and network infrastructure.

IDC Market Glance: Agentic AI Tools and Technologies for National Civilian Government, 2Q26

Massimiliano Claps — Thu, 11 Jun 2026 04:00:00 GMT

This IDC Market Glance illustrates how to achieve agentic AI deployments and outcomes at scale. Governments need to combine solutions and expertise provided by multiple vendors, such as global platform vendors (e.g., AWS, Microsoft, Google, Palantir, Salesforce, and ServiceNow), AI model providers (e.g., OpenAI, Anthropic, and Meta), government specialty solution vendors (e.g., LexisNexis and Fast Enterprise), systems integrators (e.g., Booz Allen, Leidos, Accenture, SAIC, GDIT, and IBM), and agentic AI orchestration and governance specialists (e.g., Langchain and Credo AI).

IDC Survey: IDC’s Worldwide Retail Media and Connected TV Overlap Survey + Gap Analysis Results, 2Q26

Alex Holtz — Wed, 10 Jun 2026 04:00:00 GMT

This IDC Survey explores results from IDC’s Worldwide Retail Media and Connected TV Overlap Survey and gap analysis for non-surveyed regions. IDC’s 2026 Worldwide Media and Entertainment Trends and Investments Survey quantifies how senior buy-side advertising decision-makers expect dollars to flow between retail media networks (RMNs) and connected TV (CTV) over the next three years, and sizes the 2026 total addressable market (TAM) for CTV, RMN, and the RMN×CTV overlap. The survey covers n = 260 buy-side respondents across North America (NA) and Europe; results are reconciled with published benchmarks to extend the view across Asia/Pacific and Latin America for a full worldwide picture.

In detail:

Market size and structure. Buy-side respondents’ size 2026 RMN at $42.3 billion and CTV at $28.9 billion within NA + Europe. Reconciled to a worldwide view, 2026 RMN totals $167.3 billion and CTV totals $66.3 billion — a $233.6 billion converged opportunity. RMN outgrows CTV in surveyed markets at roughly 22% versus 18% per year.
The converged opportunity. Respondents say approximately 13% of RMN spend already overlaps CTV; survey-anchored 2026 overlap is $17.4 billion (~60% of survey CTV TAM, ~41% of survey RMN TAM). Once APAC and Latin America are included, the worldwide 2026 overlap reaches $42.3 billion, growing to $76.9 billion by 2030. The unlock is closed-loop measurement — flagged by 49% as the top CTV challenge and 47% as the top RMN challenge — not creative or scale.
Reconciliation to a global view. Including China and broader APAC lifts 2026 RMN TAM from $42 billion (survey) to $167 billion (published) and CTV from $29 billion to $66 billion. China alone is approximately $65–75 billion in RMN — the world’s number 1 market — and platforms such as Douyin and Taobao Live fuse RMN and CTV by design.
Regional dynamics. Latin America posts the highest growth rates worldwide (RMN 22%/CTV 19%/overlap 31% CAGR through 2030) off a small base. APAC RMN matures as China saturates, while Latin America and EMEA each pick up roughly 1 point of share. The total worldwide market will reach $363 billion by 2030 at a 12.0% CAGR.

Worldwide Retail Media and Connected TV Overlap Forecast 2Q26

Alex Holtz — Tue, 09 Jun 2026 04:00:00 GMT

This IDC Market Presentation examines the five-year outlook (2025–2030) for retail media networks (RMNs) and connected TV (CTV) advertising and analyzes the accelerating convergence between these two high-growth segments of the digital advertising ecosystem. As advertisers seek greater precision, scale, and accountability, the integration of RMNs and CTV is emerging as a transformative force, enabling data-driven, full-funnel marketing strategies across commerce and premium video environments. Global RMN ad spending is projected to surpass $242 billion by 2030, propelled by retailers’ first-party data assets and closed-loop measurement capabilities that directly link media exposure to purchase outcomes. In parallel, global CTV advertising is forecast to approach $120 billion, driven by continued audience migration from linear television to streaming platforms. The convergence of these channels allows retail audience data to be activated within CTV, delivering highly personalized, relevant, and measurable video advertising experiences. This integration supports unified omni-channel campaign orchestration across digital, mobile, and in-home screens.

The study highlights strategic implications for brands, agencies, retailers, and technology platforms, concluding that the alignment of RMNs and CTV is reshaping media planning, commerce integration, and the future structure of digital advertising.

“The convergence of retail media networks and connected TV marks a structural shift in digital advertising from impression-driven reach to transaction-driven relevance. By uniting premium video with retail first-party data and closed-loop measurement, RMNs and CTV are enabling brands to execute true full-funnel strategies that connect storytelling directly to sales, across every screen that matters.” — Research Director Alex Holtz, WW Media and Entertainment Digital Strategies, IDC