rssmarketingandsales

Industry Market Forecast: Americas Health, 2026

Jennifer Eaton, Nigel Wallis, Heriberto Roman — Mon, 25 May 2026 04:00:00 GMT

This IDC Market Forecast provides tech vendor product managers and market intelligence leads with an overview of healthcare digital transformation (DX) spending, insights into the Americas healthcare market context, and highlights how healthcare organizations are investing in industry-specific DX use cases in the region during 2026.

By looking at the size of the Americas market and the top growing use cases, technology vendor executives can better evaluate:

Areas for investment in product or service development
Sales and marketing campaign prioritization
Market penetration

Used in combination with the other industry intelligence reports, this document can help technology vendors to gain a competitive advantage in the Americas region.

“For healthcare providers across the Americas, digital transformation is now an operating mandate. Leading organizations in 2026 are investing to stabilize margins, reduce workforce strain, strengthen resilience, and scale care beyond the hospital, while ensuring interoperability, security, and clinical trust remain intact. The winners will be those that translate digital spend into measurable operational relief and patient impact," says Jennifer Eaton, research director, IDC Healthcare Insights.

Industry Market Forecast: Europe Healthcare, 2026

Jennifer Eaton, Nino Giguashvili, Nigel Wallis, Heriberto Roman — Mon, 25 May 2026 04:00:00 GMT

This Market Presentation provides tech vendor product managers and market intelligence leads with an overview of healthcare digital transformation (DX) spending and insights into the Europe healthcare market context, and highlights how healthcare organizations are investing in industry-specific DX use cases in the region during 2026.

By looking at the size of the Europe market and the top growing use cases, technology vendor executives can better evaluate:

Areas for investment in products or services development
Sales and marketing campaign prioritization
Market penetration

Used in combination with the other industry intelligence reports, this document can help technology vendors to gain competitive advantage in the European region.

European healthcare's digital transformation is now defined by execution under constraint. Spending growth remains solid, but progress is shaped by regulatory rigor, workforce shortages, persistent interoperability gaps, and rising expectations for demonstrable impact.

"Successful suppliers will be those that align solutions to operational productivity and capacity relief, embed compliance and explainability by design, and support healthcare organizations as they transition from isolated pilots to scaled, systemwide deployment," says Nino Giguashvilli, research manager, IDC Health Industry Insights.

Industry Market Forecast: Europe Retail, 2026 — Digital Transformation Spending Guide

Filippo Battaini, Cristiano Quattrini, Nigel Wallis, Jose Ignacio Diaz — Mon, 25 May 2026 04:00:00 GMT

This Industry Market Forecast: Europe Retail, 2026 study provides tech vendor product managers and market intelligence leads with an overview of retail digital transformation (DX) spending and insights into the regional retail market context, and it highlights how retail organizations are investing in industry-specific DX use cases in the region during 2026.

By looking at the size of the regional market and the top-growing use cases, technology vendor executives can better evaluate:

Areas for investment in product or service development
Sales and marketing campaign prioritization
Market penetration

Used in combination with the other industry intelligence reports, this document can help technology vendors gain competitive advantage in Europe.

"European retailers are advancing digital transformation as AI adoption scales within a highly regulated and cost-conscious environment. Organizations are focusing on embedding AI into core operations to enhance efficiency, enable real-time decision-making, and deliver personalized omni-channel experiences. At the same time, sustainability mandates, data privacy regulations, and fragmented market dynamics are shaping technology priorities. The future of retail in Europe will be defined by secure, compliant, and interoperable ecosystems that balance innovation with resilience and operational discipline," says Adjunct Research Advisor Cristiano Quattrini, IDC Retail Insights.

Industry Market Forecast: Worldwide Government, 2026

Ravikant Sharma, Ruthbea Yesner, Nigel Wallis, Jose Ignacio Diaz — Mon, 25 May 2026 04:00:00 GMT

This Market Presentation provides technology suppliers with an overview of regional government spending for digital transformation as well as insights into the market context influencing that spend for 2024–2029.

By looking at the size of the regional government DX market and the fastest-growing use cases, technology vendors can better evaluate:

Areas for investment in products or services development
Sales and marketing campaign prioritization
Market penetration

Used in combination with the other industry intelligence reports, this document can help digital providers to gain competitive advantage across the globe.

"Government digital transformation is entering a new phase of scaled investment, driven by the need to modernize public services, strengthen cybersecurity, and build resilient digital infrastructure. As governments expand adoption of cloud, AI, and data platforms, the focus is shifting toward interoperable ecosystems that enable citizen-centric services while supporting digital sovereignty, regulatory compliance, and measurable public value," Ravikant Sharma, research director, IDC Government Insights.

Industry Market Forecast: Worldwide Oil and Gas, 2026

Gaurav Verma, Claudia Medina — Mon, 25 May 2026 04:00:00 GMT

This IDC Industry Market Forecast for the worldwide oil & gas (O&G) market focuses on digital transformation (DX) spending and provides technology suppliers with an overview of O&G companies spending globally for DX, as well as insights into the market context influencing that spending for 2026.

This forecast helps understand the worldwide O&G DX spending in the context of the total DX spending and highlights how O&G companies are investing across industry-specific DX use cases worldwide.

By looking at the size of the worldwide oil & gas DX market and the fastest-growing strategic priorities, technology vendors can better evaluate:

Areas for investment in products or services development
Sales and marketing campaign prioritization
Market penetration

If used in combination with the other industry intelligence reports, this document can help digital providers to gain a competitive advantage worldwide.

“The evolving structure of O&G DX spending highlights a shift from broad experimentation to targeted deployment. The spending forecast and insights from this report will enable technology vendors to refine go-to-market strategies and capture value in the most capital-intensive and outcome-driven segments of the O&G market.” — Research Director Gaurav Verma, IDC Energy Insights

The Landscape of Telecom Agentic AI Platforms, 2026

Chris Silberberg — Sun, 24 May 2026 04:00:00 GMT

This IDC Market Perspective provides a comprehensive analysis of agentic AI platforms in the telecom sector, detailing platform architectures, use case maturity, vendor strategies, and real-world outcomes. It highlights rapid adoption across OSS/BSS, identifies key technical and organizational challenges, and profiles vendors' differentiated approaches. The study underscores agentic AI's transformative potential for operational efficiency, customer experience, and monetization while emphasizing the need for robust governance, data readiness, and cross-vendor interoperability to achieve scalable, trusted deployments.

"Agentic AI is reshaping how telcos operate from the customer interface all the way into the heart of the network. The platforms that will support scale across these many different environments will be the ones that are open, that take security and governance seriously, and that enable telcos to create meaningful business value from agentic AI," says Chris Silberberg, research manager, Telecom Operations and Monetization, IDC.

HPE Meets SAP Sapphire's "Autonomous Enterprise" with a New Compute Scale-Up Server

Max Pepper — Fri, 22 May 2026 04:00:00 GMT

Hewlett Packard Enterprise (HPE), which IDC identified as a Leader in IDC MarketScape: Worldwide SAP HANA–Certified Server Appliances 2026 Vendor Assessment (IDC #US52979525, February 2026), has released the Compute Scale-up Server 3250, raising the bar for SAP HANA–certified appliances, just as SAP's "Autonomous Enterprise" pivot drives demand for infrastructure that can handle compute- and memory-intensive workloads such as text/media analytics, business intelligence/data analytics, and unstructured databases alongside core ERM. The 3250's memory density, low-latency node controller, and fault-tolerant uptime position HPE to capture intensifying demand from RISE customers activating Joule Assistants and modernizing their SAP environments at scale, although a backdrop of growing SAP-driven hyperscaler competition and rising component costs will test the 3250's market demand.

Ad Holding Companies Are Redefining Their Role in the Marketing Ecosystem

Gerry Murray — Thu, 21 May 2026 04:00:00 GMT

This IDC Perspective discusses ad holding companies that are redefining their role in the marketing ecosystem. Major advertising holding companies are fundamentally transforming their business models from traditional media buying and creative services to AI-driven systems integration, proprietary identity data, and autonomous agentic execution.

“The agency’s role is no longer defined by media buying or creative talent. It’s being redefined around AI-powered platforms. The new competitive moats are data, identity, orchestration, compression, and activation,” according to Gerry Murray, research director, Enterprise Marketing Apps and Agents.

CMO's Guide to Agent Identifiable Information, Part 1: A Data Schema for the Agent-Mediated Customer

Gerry Murray — Thu, 21 May 2026 04:00:00 GMT

This IDC Perspective is the first one in the four-part CMO guide to agentic identifiable information (AII). It defines agentic identifiable information and specifies the data schema that the rest of the AII operating model depends on. It positions AII as a subset of PII; introduces the knowledge graph view of customer, agent, account, device, payment, content, and consent relationships; and lays out schema principles, AII data domains, and the minimum viable AII profile that should govern every investment in capture, processing, and activation.

"Like PII, AII will be foundational to determining which brands gain or lose share in agentic commerce and marketplaces; brands will be unable to compete without it. AII is structurally different than PII and will require new data fields and schema to operationalize, and given the unpredictable but certainly near-term dawn of agentic commerce, most brands will be hard pressed to prepare fully, leading to some awkward conversations in the boardroom for CMOs," according to Gerry Murray, research director, Enterprise Marketing Apps and Agents, IDC.

SAS Insight at SAS Innovate 2026: Healthcare Perspective on AI, Governance, and Industry-Ready Intelligence

Jennifer Eaton — Thu, 21 May 2026 04:00:00 GMT

This IDC Market Note shares details of SAS Insight at SAS Innovate 2026 (Grapevine, Texas, April 27–30) that revealed the company executing a disciplined transition from legacy analytics vendor to governed enterprise AI platform. SAS reported strong financial momentum across cloud and Viya segments in both 2025 and 1Q26. For healthcare technology buyers, the most significant disclosures were the agentic AI architecture combining deterministic decision logic with generative AI, directly addressing regulatory auditability requirements, and a maturing governance portfolio (AI Navigator, AI Governance Manager, Model Risk Management) that aligns to CMS, ONC, and FDA AI requirements. Healthcare-specific solutions include Health Intelligence, a ready-made Medication Adherence Risk model, Document Analysis for Health Records, clinical data documentation for life sciences, and Digital Twin capabilities targeting healthcare as a named vertical. IDC recommends that health systems, payers, and life sciences organizations evaluating enterprise AI platforms include SAS Viya in current procurement cycles, with particular emphasis on governance readiness and synthetic data capabilities. Technology suppliers should assess the growing partner-influenced revenue opportunity and the strategic implications of SAS' expanding prebuilt model portfolio for service offerings.