rssmarketingandsales

AI's Impact on Discovery, Advertising, and Brand

Roger Beharry Lall — Tue, 05 May 2026 04:00:00 GMT

This IDC Tech Buyer Presentation, delivered at IDC Directions 2026, provides buyers with insights regarding the impact of AI on discovery, advertising, and brand.

A tectonic shift is underway in how brands are discovered, evaluated, and chosen, as generative AI reshapes the rules of marketing and commerce. Traditional search is giving way to AI-generated answers, zero-click journeys, and agent-driven buying, where both consumers and B2B buyers increasingly rely on AI to research, compare, and even make decisions on their behalf. This transformation is redefining visibility, forcing brands to move beyond SEO toward becoming machine-readable, contextually relevant, and continuously optimized across a fragmented content and technology landscape.

In addition, new advertising models are emerging within AI environments, creating both disruption and opportunity. In this new era, success will depend on how well brands align content, data, and systems to influence AI-driven discovery — and ultimately earn a place in the decisions machines make on behalf of customers.

AI's Impact on Discovery, Advertising, and Brand Marketing

Roger Beharry Lall — Tue, 05 May 2026 04:00:00 GMT

These event proceedings were presented at the IDC Directions conference in Boston in April 2026.

How your brand is discovered, evaluated, and remembered has been turned upside down by AI. This session challenges long-standing assumptions about SEO/AEO, media, and brand building with the latest research and outlines practical actions marketers can take to stay competitive in an AI-first market.

How AI Is Shifting Marketing's Paradigm

Laurie Buczek — Mon, 04 May 2026 04:00:00 GMT

These event proceedings were presented at the IDC Directions conference in Boston in April 2026.

AI is transforming marketing from a campaign‑driven function into a continuously intelligent, outcomes‑focused discipline. Join Laurie Buczek, IDC Research GVP, for an expert view on what it means for marketing priorities, operating models, and the path to real business impact.

Panel: AI’s Impact on Marketing Strategy and Execution

Katie Kregel — Mon, 04 May 2026 04:00:00 GMT

These event proceedings were presented at the IDC Directions conference in Boston in April 2026.

Marketing leaders are no longer debating if AI will transform marketing — they are navigating the realities of deploying it at scale, under real-world constraints. In this panel discussion, senior marketing executives share candid insights from the front lines, revealing what has worked, what hasn’t, and where expectations have diverged from reality.

The Age of AI Content Marketing and Human Creativity

Jordan Jewell — Mon, 04 May 2026 04:00:00 GMT

These event proceedings were presented at the IDC Directions conference in Boston in April 2026.

AI is transforming the buyer journey and how content is created, distributed, and consumed. This session shows how marketing leaders can harness AI for speed and scale while keeping human insight and brand authenticity at the center and what marketers need to do now to take action.

IDC Market Glance: Brand Discovery and Promotion, 2Q26

Roger Beharry Lall — Wed, 29 Apr 2026 04:00:00 GMT

The IDC Market Glance is a taxonomy document intended to visually depict a concise current-state view of the brand discovery and promotion ecosystem. In April 2026, this ecosystem reflects the convergence of advertising technology and marketing campaign management as brands engineer visibility across AI-driven discovery, intent activation for buying-group influence in the dark funnel, and cross-channel orchestration enabled by emerging agentic standards, interoperability, and governance requirements.

Copperberg’s Parts & After Sales Business Platform: From Operational Backbone to Revenue Engine

Aly Pinder — Tue, 28 Apr 2026 04:00:00 GMT

This IDC Market Note highlights Copperberg’s Parts & After Sales Business Platform event held in Birmingham, United Kingdom. The event explored some of the key trends and best practices in service parts management and the aftermarket, enabling organizations to not only improve efficiency within operations but also explore revenue opportunities.

European Retail Market Trends, 2026

Filippo Battaini, Cristiano Quattrini, Nigel Wallis, Jose Ignacio Diaz — Tue, 28 Apr 2026 04:00:00 GMT

This IDC Market Presentation aims to provide technology vendors with an overview of the key business trends shaping the retail industry in 2026. The document offers a foundation of industry knowledge to:

Develop a compelling narrative that resonates with retail clients
Align products and service offerings to retail priorities
Show retail clients how technology implementation contributes toward the achievement of their goals
Design short-, medium-, and long-term approaches to working with retail clients

Technology vendor executives in marketing, sales, product strategy, market intelligence, and channel management can leverage the insights from this document as a starting point to organize their activities.

Braze Expands Its Customer Engagement Platform with Agentic AI and Creative Operations

Gerry Murray — Mon, 27 Apr 2026 04:00:00 GMT

Braze's latest AI announcements move beyond the common "copilot for marketers" pattern and push agentic AI deeper into the daily mechanics of campaign creation, creative production, customer decisioning, and journey execution. The larger implication is that customer engagement platforms are becoming operating environments for AI-assisted marketing work.

From Design Tool to AI Platform: Key Takeaways from Canva Create 2026

Roger Beharry Lall — Fri, 24 Apr 2026 04:00:00 GMT

Canva Create 2026 was, as always, an energetic event, but this year it marked a significant evolution for the company, as it shifts from a design platform with AI tools to an AI platform with design tools. The introduction of Canva AI 2.0 reframes the company as offering a system that spans ideation, creation, and execution, with capabilities such as conversational design, agentic orchestration, memory, and integrated workflows.