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Digital Advertising Market Review, 2026

Alex Holtz — Mon, 23 Mar 2026 04:00:00 GMT

The IDC Perspective on the Digital Advertising Market Review, 2026, highlights the transformative impact of AI, generative AI, and agentic AI on digital advertising strategies, campaign management, and measurement. The report underscores rapid growth in platforms like CTV, mobile in-app, and retail media networks, driven by advanced personalization, automation, and ecosystem partnerships. As the market shifts toward autonomous, data-driven workflows and cross-platform integration, organizations embracing these innovations will gain a competitive edge.

"In 2026, digital advertising is no longer just about reaching audiences it's about AI-driven orchestration, where autonomous agents, predictive analytics, and immersive platforms converge to create hyper-personalized, closed-loop campaigns. As technology and partnerships redefine the rules, the winners will be those who embrace agentic AI and composable ecosystems. Are you ready to compete in a market where machines are your new media strategists?" — Research Director Alex Holtz, IDC Worldwide Media & Entertainment Digital Strategies

EX, Personalization, and the Challenges in Modern HR Transformation

Leonardo Freitas — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Perspective explores how employee experience (EX) and personalization are reshaping modern HR transformation, driven by AI and agentic automation. As EX becomes a strategic, data-driven mandate, organizations face challenges in data unity, governance, skills, and adoption. The report highlights the shift from fragmented HR solutions to integrated EX platforms, emphasizing unified data, robust governance, and agentic workflows as critical for value realization, trust, and sustainable transformation across the employee life cycle.

“Personalization is no longer just a feature — it has become the foundation of EX. Will your HR transformation empower employees, or simply automate them? The future of EX demands a choice,” said Leonardo Freitas, research manager, Employee Experience at IDC.

IDC Future Enterprise Awards: Special Award for Smart Cities — Best in Connected City Award Winner Profile 2025

Ravikant Sharma, Manoj Vallikkat — Mon, 23 Mar 2026 04:00:00 GMT

Yantai Port used a master plan with phased execution to create a connected port ecosystem. It unified cloud, network, and cybersecurity, set closed-loop data governance, and built digital twins and a big data platform with APIs and predictive models. Smart equipment, control cockpits, and online services improved efficiency, energy use, and profitability while enabling secure operations and partner interoperability.

"Yantai Port demonstrates how large-scale industrial infrastructure can evolve into a connected ecosystem when data, connectivity, and operations are integrated under a unified digital architecture. By combining digital twins, intelligent automation, and strong data governance, the port has moved beyond isolated digital projects to create a platform that continuously improves operational efficiency, sustainability, and supply chain collaboration. This model illustrates how smart city principles can extend into industrial logistics hubs, delivering both economic and environmental impact," says Ravikant Sharma, research director, IDC Public Sector.

"Yantai Port shows what connected city principles look like in heavy industry. When cloud, network, data governance, and digital twins move in sync, the port stops reacting to events and starts running on foresight. The real differentiator is operational connectivity that spans equipment, people, and partners, not isolated pilots. This foundation also positions the port to scale more autonomous AI safely, with visibility, controls, and accountability built in," adds Manoj Vallikkat, senior research manager, IDC Public Sector.

IDC MarketScape: Worldwide Conversational AI Platforms for Back-Office Use Cases 2026 Vendor Assessment

Hayley Sutherland — Mon, 23 Mar 2026 04:00:00 GMT

This IDC study represents a vendor assessment of the conversational AI platforms for back-office use cases market through the IDC MarketScape model. This assessment discusses both quantitative and qualitative characteristics that provide guidance about back-office-focused conversational AI platform vendors and their offerings. This IDC MarketScape covers a variety of vendors participating in the market and focused on providing platforms that can provide conversational AI solutions, including AI assistants, copilots, and agents, for a wide variety of back-office use cases and communication channels. The evaluation is based on a comprehensive and rigorous framework that assesses vendors relative to the criteria and to one another and highlights the factors expected to be the most influential for success in the market in both the short term and the long term.

"Over the past few years, IDC has seen vendors continue to expand their conversational AI offerings for back-office use cases, evolving from basic chatbots that were limited to answering employee FAQs or forwarding help desk tickets to IT to complex AI agents that can provide personalized learning and career paths, triage and troubleshoot IT help desk inquiries, provide synthesized business learnings and recommendations for executives, and assist knowledge workers in deep research workflows," said Hayley Sutherland, research manager, Conversational AI at IDC. "This IDC MarketScape evaluation of conversational AI platforms for back-office use cases should help business and IT leaders gain valuable insight into what is available in the market today, as well as help inform longer-term strategies."

IDC MaturityScape: Integrated Global Supply Chain Execution 1.0

Travis Eide — Mon, 23 Mar 2026 04:00:00 GMT

This IDC study examines the IDC MaturityScape model for integrated global supply chain execution.

‘‘Persistent disruption has solidified the need for business leaders to advance digital capabilities that synchronize supply chain execution functions. Holistically integrated systems allow teams to identify and capture opportunities, mitigate risks, and optimize trade-offs across global operating environments,’’ says Travis Eide, research director, Transportation, Logistics, Warehousing, and Global Trade at IDC. ‘‘Generating alignment between the disparate elements of supply chain execution allows teams to drive more timely, consistent, and comprehensive decisions across their execution ecosystem.’’

Lessons Learned: AI-Enabled ERP Systems

Mickey North Rizza — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Perspective brings forward some of the lessons learned as well as recommendations for those considering AI-enabled ERP systems. Organizations are embracing the new AI-powered digital world with an extreme focus on speed, scale, and agility. IDC's ERP MarketScape series of 2025 finds that many organizations are shifting to AI-enabled ERP systems and are changing providers if they do not have AI enablement within their products.

"It is no longer about enterprise software as we have known it, but rather a new model of AI enablement. Within ERP, organizations are moving in new directions to more AI-enabled ERP systems," said Mickey North Rizza, group vice president, Enterprise Software, IDC. "For most organizations, from small businesses to midsize businesses and large enterprises, AI is still a scar, but when the vendor enables it within the application, such as ERP, it becomes part of the organization's everyday best practices and the AI strategy."

Lessons Learned: AI-Enabled PSA Systems

Mickey North Rizza — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Perspective brings forward some of the lessons learned as well as recommendations for those considering AI-enabled PSA systems. Organizations are embracing the new AI-powered digital world with an extreme focus on speed, scale, and agility. The 2025–2026 IDC MarketScape series for AI-enabled PSA and PSA ERP applications finds that many organizations are shifting to AI-enabled PSA systems and AI-enabled PSA ERP systems. And organizations are changing providers if they do not have AI enablement within their products.

"AI enablement has become a key factor for the selection of PSA systems," said Mickey North Rizza, group vice president, Enterprise Software. "While AI is new, it brings much to services organization when the vendors enable it within their PSA application, reshaping work and bringing more insights and improved productivity."

Office of the CDO: Putting Data to Work — Implementing and Measuring IDC’s Enterprise Intelligence Architecture

Marlanna Harrington, Stewart Bond — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Tech Buyer Presentation provides an executive overview of IDC’s Enterprise Intelligence Architecture and its role in enabling AI-ready data. As generative and agentic AI move from experimentation to scaled deployment, organizations must modernize data foundations, governance, and operating models to support intelligent, event-driven, and autonomous business execution.

The document introduces the four planes of the architecture — data, data control, data synthesis, and business activity — and outlines a maturity framework, organizational considerations, and key metrics for operationalizing AI at scale. It serves as the high-level companion to the Building an AI-Ready Data Architecture Series that examines each of the four planes in depth.

Powering Progress Together: Key Takeaways from the IDC Utilities Xchange 2026

Roberta Bigliani, Gaia Gallotti, Jean-François Segalotto, John Villali — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Tech Buyer Presentation highlights some key topics discussed at the 15th edition of the IDC European Utilities Xchange (IDCUEX), held in Valencia, Spain, on March 2 and 3, 2026, under the theme "Powering Progress Together."

The two-day event was attended by around 55 European utility executives from 23 countries, representing 42 utilities and energy companies, plus business partners Schneider Electric, Bidgely, OverIT, Ferranti, and Gentrack.

Through keynote presentations, fireside chats, workshops, roundtable discussions, and more, the community focused on scaling digital and AI-driven transformation, reinforcing cybersecurity, modernizing infrastructure, and deepening collaboration across the ecosystem. The event brought together utilities, regulators, technology partners, and customers. Flexibility, innovation, divergent thinking, and workforce development surfaced as core enablers of a resilient, inclusive, and future-ready energy system.

Sovereign Deployment Model Archetypes: A Guide for IT Decision-Makers

Massimiliano Claps, Rahiel Nasir — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Tech Buyer Presentation provides IT leaders (e.g., CIOs, CTOs, and CAIOs) a framework to match each workload’s requirements to the appropriate sovereign deployment model, balancing control versus innovation, and choosing the right mix of models that meet their business needs, capacities and competencies, and organizational appetite for risk.