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IDC Presentation: State of Agentic Commerce in EMEA

Cristiano Quattrini — Tue, 16 Jun 2026 04:00:00 GMT

This IDC Market Presentation examines the state of agentic commerce in EMEA, with a specific focus on how retailers are moving from broad GenAI experimentation toward more concrete agentic AI deployment and commerce execution in 2026. It highlights that investment momentum is no longer limited to customer-facing AI features, but is expanding across the enabling foundations of agentic commerce, including CDP, CRM, agentic data management, IAM, hybrid architecture, edge capabilities, and retail data security.

The analysis shows that EMEA retailers increasingly view agentic commerce as a data, identity, orchestration, and infrastructure challenge, rather than simply as an AI-powered shopping interface. While investment intentions are strong, execution remains selective and uneven. Most organizations are still operating at mid-level journey orchestration maturity, with the market progressing from AI-assisted discovery and personalization toward more advanced but still selective, autonomous delegation.

The presentation also compares the EMEA, Germany, and the U.K. retail markets in this context. Germany emerges as a market with relatively strong actual agentic AI investment and infrastructure readiness, but a more cautious approach to front-end commerce and CX stack expansion. This suggests a disciplined, staged adoption model focused on data control, governance, product information consistency, and operational resilience. The U.K., by contrast, shows a broader and more aggressive modernization agenda across commerce, CX, and architecture priorities. Overall, the presentation argues that scalable agentic commerce will depend less on isolated AI pilots and more on retailers’ ability to build trusted, secure, real-time, machine-readable commerce environments.

“Agentic commerce in EMEA should not be interpreted as an overnight shift to fully autonomous purchasing. The market is moving through a staged progression, from AI-assisted discovery, service, personalization, and orchestration toward selective delegation of commercial decisions. Retailers that will move fastest are not necessarily those experimenting most visibly with customer-facing agents, but those building the data, identity, security, and architecture foundations required to make autonomous commerce trusted, scalable, and operationally reliable,” said Cristiano Quattrini, senior associate advisor, IDC Retail Insights.

SAP Acquires Dremio and Prior Labs: How Acquisitions and the Revised API Policy Shift the Value Boundary for SAP Service Providers

Cyrille Chausson — Tue, 16 Jun 2026 04:00:00 GMT

This IDC Market Note analyszes SAP's May 2026 acquisitions of Dremio and Prior Labs, and their combined effect on the data-to-agents value chain in the SAP ecosystem. Viewed in conjunction with SAP's revised April 2026 API policy, the deals reveal a strategy to internalize federation, modelling, and agentic AI orchestration around SAP Business Data Cloud.

ServiceNow Knowledge 2026: The Agentic Enterprise Requires More Than a Platform

Amy Loomis, Ph.D., Melinda-Carol Ballou — Tue, 16 Jun 2026 04:00:00 GMT

Camunda Bets on "the Great Reengineering"

Neil Ward-Dutton — Mon, 15 Jun 2026 04:00:00 GMT

This IDC Market Note discusses CamundaCon 2026, held May 19–21 in Amsterdam, where Camunda launched ProcessOS — an AI-powered intelligence layer that adds process discovery, AI-first reengineering, and continuous improvement capabilities to its existing agentic orchestration platform. The event drew 1,200 attendees from 25 countries and featured practitioner sessions from organizations including Barclays, Proximus, Finnova, R-KOM, Danica, and Bouygues Telecom.

Cisco Live 2026: Building the Platform for Agentic Infrastructure Operations

Mon, 15 Jun 2026 04:00:00 GMT

At Cisco Live 2026, Cisco advanced one of its clearest strategic narratives in years: the network is becoming the operating and defense substrate for the agentic enterprise. The centerpiece was Cisco Cloud Control, a unified platform that brings networking, security, observability, collaboration, compute, telemetry, and AI agents into a common operational environment.

IDC Market Glance: Customer Data Applications, 2Q26

Tapan Patel — Mon, 15 Jun 2026 04:00:00 GMT

This Market Glance provides a concise taxonomy of customer data applications and examines the evolution of this ecosystem for marketing, advertising, sales, customer service, commerce, and other customer experience (CX) functions.

Customer data applications serve as the core foundation for intelligent CX. They define what humans and AI agents can reliably know about a customer in context, how quickly that understanding can change, and which actions are appropriate in a given interaction.

As organizations deploy AI agents and AI-based decision flows, outcomes will increasingly depend on the quality, contextual depth, and real-time readiness of the customer data application layer. Vendors that make this layer and its software components an explainable basis for AI-led engagements will be positioned to capture a growing share of CX technology spend.

IDC MarketScape: Worldwide AI-Enabled Customer Data Platforms for B2B Users 2026 Vendor Assessment

Tapan Patel — Mon, 15 Jun 2026 04:00:00 GMT

This IDC study evaluates vendors of customer data platforms (CDPs) focused on B2B users and use cases. The B2B CDP is a multiyear revenue infrastructure decision that crosses marketing, sales, customer success, revenue operations, and partner functions. Buyers are more cross-functional, sales cycles have stretched, and finance leaders are asking sharper questions about what CDP investments actually return. Generative AI and AI agents have added a new dimension to the conversation, used by marketing and sales teams to engage prospects and used by buyers themselves to research and short-list vendors. This study examines the foundational dynamics B2B CDP buyers face, the use cases organizations are most often building, and the practical advice buyers should follow during evaluation and selection.

"For the first time, B2B revenue teams can operate from a single, trusted view of account and buying group and put that same view in the hands of the AI agents now joining their work," said Tapan Patel, research director, AI-Enabled Customer Data and Analytics. "As marketing leaders are increasingly held accountable for pipeline contribution and customer expansion, the CDPs that earn their place are the ones that help marketing measure and defend that contribution alongside sales, customer success, and operations."

IDC MarketScape: Worldwide Revenue Management Systems in Hospitality 2026 Vendor Assessment

Dorothy Creamer — Mon, 15 Jun 2026 04:00:00 GMT

This IDC study provides a vendor assessment of the worldwide revenue management systems (RMSs) in hospitality using the IDC MarketScape model. The hospitality revenue management system market is at a genuine inflection point. The convergence of AI maturity, platform consolidation, and expanding commercial scope is redefining what an RMS is expected to do and for whom. For decades, the category was defined by a relatively stable core function: forecast demand, optimize rates, and sell the right room to the right guest at the right time. That mandate has not changed, but the complexity of executing it has grown exponentially, as hoteliers now contend with fragmented data estates, compressed margins, volatile demand patterns, and growing organizational pressure to extract revenue from every corner of the property, not just the room.

The vendors evaluated in this IDC MarketScape reflect a market in active architectural transition, with meaningful divergence emerging across three dimensions: the depth and durability of AI and forecasting science, the degree to which the RMS is embedded within or connected to the broader hospitality technology stack, and the ability to serve an increasingly stratified operator landscape that spans global enterprise chains and single-property independents simultaneously. For technology buyers, navigating this landscape requires moving beyond feature comparisons toward a more foundational set of questions about data readiness, organizational change capacity, and long-term platform alignment.

"As hotel operations grow more complex and data environments more demanding, the RMS is no longer just a system that produces the best rate recommendation; it has to have forecasting science, explainability, and platform architecture to deliver revenue per guest and total property at scale," says Dorothy Creamer, senior research manager, Hospitality and Travel Digital Strategies, IDC. "AI capability without organizational readiness, however, will be a liability waiting to materialize in the form of overrides, mistrust, and unrealized ROI."

IDC Survey Spotlight: Are Enterprises Choosing Cloud-Native or Cloud-Agnostic Data Platforms?

Marlanna Harrington — Mon, 15 Jun 2026 04:00:00 GMT

This IDC Survey Spotlight examines how enterprises prefer to source and deploy their analytical data platforms. The data point is pulled from IDC's Syndicated Worldwide Data Management Survey, conducted in April 2026 with a sample size of 715 data-related decision-makers. It explores a preference for hybrid and multicloud positioning, what it means for enterprise architecture, and how technology suppliers should position for a market that is only growing more distributed.

"Deployment flexibility has moved from a nice-to-have to a baseline expectation in how enterprises select analytical data platforms," says Marlanna Harrington, senior research analyst, Data Platforms at IDC. "As agentic AI pushes autonomous systems to reach and act on data across cloud, on premises, and partner ecosystems, buyers are favoring platforms that unify a distributed estate and interoperate with the tools they already trust."

IDC's Worldwide Cloud Platform as a Service Taxonomy, 2026

Adam Reeves — Mon, 15 Jun 2026 04:00:00 GMT

This IDC study provides a detailed description of IDC's cloud platform as a service market. IDC defines the cloud PaaS market as 100% of the revenue of IT capability in the application development and deployment (AD&D) primary software market when it is composed and delivered as a cloud service.

PaaS is segmented into seven secondary markets including application platforms, data management, artificial intelligence core, application development, and integration and orchestration.

These secondary markets are combinations of existing AD&D functional software markets that reflect the most prevalent combinations of integrated functionality based on customer use cases and the most typical supplier offerings, in addition to other market factors such as the primary problem being solved by the service.

"The cloud platform as a service taxonomy describes the fast-growing PaaS, which grew by greater than 32% to reach $162 billion in revenue in 2024," said Adam Reeves, research director, Platform as a Service for Developers of Modern and Edge Applications at IDC. "The taxonomy defines the seven secondary markets that drive market growth, including artificial intelligence, application development, and data management."