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ANA Masters of Marketing 2025: AI for Brand Authenticity and Innovation

Gerry Murray — Wed, 26 Nov 2025 05:00:00 GMT

This IDC Perspective analyzes the ANA Masters of Marketing 2025 event, held October 21–24 in Orlando, Florida. The event showed how leading brands leverage AI for authentic storytelling, personalization, and innovation, emphasizing ethical use, human creativity, and trust to drive engagement and growth in a rapidly evolving marketing landscape.

"In the age of AI, true marketing mastery lies in blending machine-driven innovation with human authenticity to build trust, relevance, and lasting brand value," said Gerry Murray, research director, Enterprise Marketing Apps and Agents, IDC.

CreatorIQ Connect 2025: AI-Native Infrastructure for Brand-Safe Creator-Led Growth

Gerry Murray — Wed, 26 Nov 2025 05:00:00 GMT

This IDC Perspective analyzes major announcements and topics discussed during the CreatorIQ Connect 2025, held October 15–16, at the Ebell of Los Angeles. CreatorIQ announced its enhanced influencer marketing platform built on its Creator Graph with improved usability, discovery, payments, compliance, measurements, and brand safety capabilities.

"Influencer marketing is becoming an increasingly reliable source of ROI on marketing," said Gerry Murray, director, IDC's Enterprise Marketing Apps and Agents. "As buyers migrate from search to conversational AI engagement, it is imperative that brands leverage social and influencer channels to boost the depth and breadth of their content on the digital sources AI uses to assess brand relevance."

IDC MarketScape: Latin America Public Cloud Infrastructure as a Service 2025 Vendor Assessment

Pietro Delai — Wed, 26 Nov 2025 05:00:00 GMT

This IDC study provides an assessment of Latin America public cloud infrastructure-as-a-service (IaaS) providers through the IDC MarketScape model.

"Cloud adoption in Latin America is intense, and announcement of new datacenters is trite. AI is a huge driver to consume IaaS resources at scale," says Pietro Delai, research director, Datacenter and Cloud Infrastructure for Latin America. "Another driver for local cloud solutions was intensified by geopolitical pressure that moved many countries to data sovereignty requirements within their territory, which could reshape the cloud landscape in the region."

IDC MarketScape: Middle East and Africa Hybrid Multicloud Management Platforms Vendor Assessment, 2025

Jebin George, George Ayad, Harish Dunakhe — Wed, 26 Nov 2025 05:00:00 GMT

This IDC study utilizes the IDC MarketScape model to assess vendors in the hybrid multicloud management software market in the Middle East and Africa.

"As organizations in the Middle East and Africa expand across public, private, sovereign, and edge environments, hybrid multicloud management platforms are becoming essential to unify operations and ensure governance. Enterprises should prioritize platforms with built-in AI and robust compliance capabilities to manage complexity, reduce operational overhead, and deliver consistent, secure performance across increasingly distributed cloud environments." — Jebin George, senior research manager for cloud, IDC Middle East and Africa

IDC MarketScape: Worldwide AI-Enabled PSA ERP Applications 2025–2026 Vendor Assessment

Mickey North Rizza — Wed, 26 Nov 2025 05:00:00 GMT

This IDC study provides a thorough assessment of market-leading AI-enabled PSA ERP applications and discusses the criteria that are most important for companies to consider when selecting a solution.

"Organizations are embracing AI quickly; however, AI-enabled PSA ERP functionality is just beginning to become AI enabled. As AI becomes more engrained in the services project life cycle and financial aspects, it will immediately help reduce manual and semi-manual workflows, improve time of insights to action, and help deliver improved business performance for services-focused business or as part of the product and additional services businesses," said Mickey North Rizza, IDC Group VP, Enterprise Software.

NVIDIA FY 3Q26 Results: Global AI Infrastructure Buildouts Accelerate

Brandon Hoff, Matthew Eastwood — Wed, 26 Nov 2025 05:00:00 GMT

Salesforce Dreamforce 2025: A Parade of Products and Partnerships for Agentic Marketing

Gerry Murray, Roger Beharry Lall — Wed, 26 Nov 2025 05:00:00 GMT

This IDC Perspective discusses the Salesforce Dreamforce 2025 event. Salesforce Dreamforce 2025 showcased a sweeping evolution in agentic marketing, unveiling Agentforce 360 and a host of AI-powered capabilities designed to transform customer engagement. The event highlighted Salesforce's strategy to become the enterprise platform for agentic automation, integrating AI agents across marketing, sales, service, and operations.

"Agentic marketing will fundamentally redefine brand-buyer relationships," said Gerry Muray, research director, Enterprise Marketing Apps and Agents. "We're only beginning the first stage of disruption by applying agentic automation to marketing operations. The much bigger impact will occur when agents on billions of smartphones start shopping semi-autonomously. At that point, product and service markets will function more like stock exchanges with automated bids and asks with declarative preferences and requirements. Journey data will disappear, but rich intent data will become ubiquitous and brands that master real-time offer generation will dominate."

IDC MarketScape: Worldwide Analytical Databases 2025–2026 Vendor Assessment

Devin Pratt — Tue, 25 Nov 2025 05:00:00 GMT

The IDC study evaluates worldwide analytical database software platforms for 2025, highlighting how advances in storage and compute architectures are transforming enterprise analytics. Vendors evaluated include AWS, Broadcom, Cloudera, Couchbase, Google, IBM, InterSystems, Microsoft, OpenText, Oracle, SAP, SingleStore, Snowflake, and Teradata. The market is shifting beyond traditional columnar systems toward cloud-native, lakehouse, and distributed query architectures that separate storage and compute to improve elasticity, performance, and cost control.

As organizations modernize data infrastructure and accelerate AI adoption, analytical databases are emerging as the intelligent, high-performance foundation for real-time analytics and data-driven decisioning. Vendors are embedding AI-driven optimization, vector processing, and automation to enhance scalability, accelerate insights, and prepare for agentic AI workloads. The market's growth signals a new phase where analytics, AI, and storage innovation converge to enable faster and more intelligent enterprise decisions.

"Analytics is the engine of enterprise intelligence, and analytical databases are evolving to make it faster, smarter, and more adaptive," said Devin Pratt, research director, Data Management Software at IDC. "As organizations advance their analytics strategies and incorporate AI and agentic AI, leadership will belong to databases that seamlessly unite storage, compute, and automation to turn data into trusted, real-time decisions."

IDC MarketScape: Worldwide Application and Platform Marketplaces 2025 Vendor Assessment

Nadia Ballard, Frank Della Rosa — Tue, 25 Nov 2025 05:00:00 GMT

The IDC study presents the 2025 IDC MarketScape for worldwide application and platform marketplaces. it highlights the shift of SaaS marketplaces, from static catalogs to operational procurement and agentic AI–powered integration hubs. It evaluates the leading vendors — Adobe, AVEVA, Oracle, Salesforce, SAP, and Siemens — on their strategy and capabilities, governance frameworks, in-app discovery, and buyer–seller enablement, emphasizing the impact of embedded AI, procurement automation, and governance maturity on buyer experience, implementation speed, and ROI.

"The different characteristics of the marketplaces profiled in this IDC MarketScape demonstrate how closely application and platform vendors are listening to their user base and adapting their marketplace strategies to meet buyers' needs while adopting the latest developments, such as agentic AI," said Nadia Ballard, senior research manager, Industry Cloud and SaaS, IDC.

"As AI agents reshape SaaS marketplaces, the true differentiator is not catalog size but how deeply intelligence is woven into the marketplace operational workflows and governance," said Frank Della Rosa, research vice president, SaaS, Business Platforms, and Industry Cloud, IDC.

SAP Earnings 3Q25: Growth Continues

Mickey North Rizza, Robert Parker, Daniel-Zoe Jimenez, Bo Lykkegaard — Tue, 25 Nov 2025 05:00:00 GMT

SAP recently announced its 3Q25 results. All results discussed in the document will be non-IFRS and growth rates and percentage points are non-IFRS, year over year at constant currencies, unless otherwise specified. The 3Q25 financials show cloud and software revenue was up 12% to €8,016 million. Cloud revenue grew steadily, up 27% to €5,290 million. Total revenue was up 11% to €9,076 million. The current cloud backlog was up 27% to €18.8 billion. Non-IFRS operating profit was up 19% to €2,566 million.