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IDC Market Glance: Agentic Commerce, Social Commerce, and eCommerce Front Ends, 2Q26

Heather Hershey — Sat, 06 Jun 2026 04:00:00 GMT

This IDC Market Glance is a taxonomy document intended to visually depict a concise current-state view of key vendors supporting agentic commerce, social commerce, and ecommerce front ends worldwide in 2Q26. The market is being reshaped by the emergence of AI-driven shopping assistants and agentic checkout, which are expanding the number of customer entry points beyond traditional web and app experiences. As conversational discovery and in-chat purchasing mature, vendors that can reliably expose structured product truth, enforce brand and policy guardrails, and integrate with trusted payment and identity rails will be better positioned to capture incremental demand and reduce operational friction.

Business executives, product managers, and market insights or analyst relations professionals can use this information to understand the structure of the overall market or ecosystem; to assess market, business, and partnership opportunities; and to help identify where their organization fits into the competitive landscape.

IDC Market Glance content is current on the date it is published. The representative content contained in this presentation reflects a qualitative snapshot that is regularly refreshed. Company logos are illustrative only and do not reflect an exhaustive view of the market.

IDC Innovators: Media and Entertainment, 2026

Alex Holtz — Thu, 04 Jun 2026 04:00:00 GMT

This IDC Innovators presentation highlights four vendors that have introduced disruptive technologies and solutions within media and entertainment, as featured at NAB Show 2026.

"The 2026 IDC Innovators for media and entertainment show that AI in media has moved from feature to infrastructure. They win not on model novelty but on agent addressability, coexistence with installed systems, and editorial control as a first-order design choice," said Alex Holtz, research director, Worldwide Media and Entertainment Digital Strategies at IDC.

Japan Telecommunications Services Forecast, 2026–2030

Yoko Ono — Thu, 04 Jun 2026 04:00:00 GMT

This IDC study provides market forecasts for the Japan telecommunications services market from 2026 to 2030.

"Telecommunications carriers considering next-generation networks must envision service models premised on a future five years ahead, when AI agents have become widespread. The expansion of autonomous business execution by AI agents will make them entities directly linked to corporate competitiveness. Wide area networks will serve as the foundation supporting multimodal collaboration among distributed AI, and cloud-like agility, high communication quality, and robust security will be demanded even more strongly," says Yoko Ono, research manager, Network & Security, IDC Japan.

This is the English translation of the Japanese document (IDC #JPJ53503026).

Microsoft's Project Solara Platform Looks Ahead to Agent-First Devices, Smartly Focused on Enterprise and Frontline Workers

Tom Mainelli — Thu, 04 Jun 2026 04:00:00 GMT

At Build 2026, Microsoft introduced Project Solara, an agent-first platform, and two purpose-built concept devices built on the Microsoft Device Ecosystem Platform OS rather than Windows, aimed first at enterprise and frontline work. Microsoft is smart to look ahead, to start with enterprise, and to concede that Windows is not right for every device. That said, many IT decision-makers' initial reactions will likely be: Why not do all this on the smartphones that are often, although not always, in place in the enterprise? Solara will need to prove the merit of doing agent-first tasks on a new platform and on purpose-built devices to win them over.

Adobe's Agentic Ambition: A Unified CX Vision Aimed at Driving Differentiation and CIO Relevance

Wed, 03 Jun 2026 04:00:00 GMT

This IDC Market Perspective discusses Adobe Summit 2026. Adobe is repositioning its Experience Cloud as a unified execution layer for customer experience (CX) in the agentic AI era, moving beyond generative AI features to focus on operational systems that connect data, content, and customer journeys. The Adobe Summit 2026 highlighted the launch of CX Enterprise and CX Enterprise Coworker, signaling a strategic shift toward CIO/CTO relevance, open ecosystem compatibility, and enterprise-grade governance. Adobe's approach emphasizes orchestration and integration with third-party systems, aiming to serve as the activation and engagement layer rather than a closed ecosystem.

While Adobe's vision is credible and directionally correct, differentiation and measurable business outcomes are not yet fully realized. The company must accelerate product unification, lean into ecosystem compatibility, and treat services partners as strategic collaborators to expand influence beyond marketing into enterprisewide transformation.

"As customer experience shifts toward agentic AI, Adobe is attempting to reposition itself from a marketing platform into the enterprise execution layer for AI-driven engagement," said Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications, IDC. "The vision is compelling, but long-term differentiation will depend on Adobe's ability to prove measurable business outcomes, simplify operational complexity, and establish a defensible role within increasingly open AI ecosystems."

Digital Twins 2026: Five Key Trends for Industrial Engineering and Operations

Jeffrey Hojlo, Jonathan Lang — Wed, 03 Jun 2026 04:00:00 GMT

This IDC Tech Buyer Presentation examines key technology and business trends impacting the evolution and development of digital twin strategies for industrial enterprises in 2026. Digital twin strategies continue to be an evolving architectural and business framework for developing and consuming data models pertaining to physical world products, assets, and processes. As data management, modeling, simulation, and other technology capabilities advance, the viability of true system-level digital twins advances along with them.

"With the big push to leverage AI, every industrial enterprise is looking for the right approach to compile data from multiple systems and improve user interactions and interfaces to drive data-driven decisions," says Jonathan Lang, research director, Worldwide IT/OT Convergence Strategies for IDC. "These principles of an intuitive graphical interface and dynamic data models combining simulation, real time, and other data are exactly what companies have hoped to achieve through digital twins for many years."

Google I/O 2026: Google Advances Android XR and AI with Project Aura Smart Glasses and Intelligent Eyewear

Francisco Jeronimo, Ramon T. Llamas — Wed, 03 Jun 2026 04:00:00 GMT

At Google I/O 2026, Google made its most substantial commitment to smart glasses to date, unveiling two distinct product tiers under its Android XR platform. First, Project Aura (a collaboration between Google, XREAL, and Qualcomm) is a device running Android XR that delivers a 70-degree field of view optical see-through display with full Android app support and Gemini AI integration. The second is Intelligent Eyewear, a line of audio-first glasses developed with Samsung and fashion eyewear Warby Parker and Gentle Monster, powered by Gemini. Both devices will be available in the fall.

Taken together, these announcements represent Google's most coherent push into wearable computing since abandoning Google Glass over a decade ago. However, the focus shifted from hardware only to a platform strategy, powered by AI, which is a strong recognition that smart glasses compete across the full spectrum of the XR opportunity.

Transforming Legacy Manufacturing: Insights from Schneider Electric's Le Vaudreuil Lighthouse Factory Visit

Gunjan Bassi — Wed, 03 Jun 2026 04:00:00 GMT

This IDC Market Note summarizes key observations from a press and analyst visit to Schneider Electric's Le Vaudreuil factory in Normandy, France, in May 2026. It covers the factory as an illustration of brownfield digital transformation in European manufacturing, the key technology and organizational practices observed during the visit, and the implications of Schneider Electric's participation in the World Economic Forum's Lighthouse Operating System Advisory Board, announced on May 7, 2026.

"Le Vaudreuil shows that transformation in legacy manufacturing depends on more than new technology. Empowering people, unifying data, and establishing foundational data architecture and change management are prerequisites," said Gunjan Bassi, research manager, Worldwide Industrial Internet of Things and Intelligence Strategies at IDC. "While large-scale results require sustained investment and alignment, considering the sequence and integration of these priorities can position most industrial organizations for more effective transformation."

Worldwide Retail Media and Connected TV Overlap Forecast 2Q26

Alex Holtz — Wed, 03 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.

ŌURA Unveils Ring 5: The Smallest Smart Ring Yet Signals a Platform Pivot, Not Just a Hardware Update

Francisco Jeronimo, Ramon T. Llamas — Wed, 03 Jun 2026 04:00:00 GMT

ŌURA, the San Francisco–headquartered smart ring maker, announced the Oura Ring 5 on May 28, 2026, positioning it as the world's smallest smart ring at 40% smaller than its predecessor. The launch pairs the hardware redesign with a substantive software expansion into blood pressure monitoring, AI-assisted clinical care, GLP-1 medication tracking, and medical records integration. This announcement is a deliberate repositioning from a consumer wellness tracker to a preventive health platform, a strategic shift that will be critical to the success of the company as well as a competitive response to the number of no-subscription smart rings that have launched in recent quarters.