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IDC MarketScape: Worldwide AI-Enabled Adobe Professional Services 2026 Vendor Assessment

Douglas Hayward — Mon, 19 Oct 2026 04:00:00 GMT

This IDC study represents a vendor assessment of the AI-enabled Adobe professional services ecosystem through the IDC MarketScape model. This assessment discusses both quantitative and qualitative characteristics that explain success in the AI-enabled Adobe professional services market. This IDC MarketScape covers a variety of vendors participating in the Adobe professional services space. 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.

"Marketing is in transition, driven both by AI's promise of revolutionizing the customer life cycle and by demand from CEOs and CMOs for CMOs to drive profitable net-new revenue growth after years of disappointing returns on enterprise martech investments," says Douglas Hayward, senior research director for Customer Experience Services and Strategies at IDC. "To drive that new revenue growth using AI-enabled Adobe technology, CMOs and CIOs must work with CX services vendors that understand the intersection of marketing and new AI technologies, who can credibly model and then deliver business results for their clients."

Gemini's Governance Gambit: One Universal Agent, Endless Identities

Duncan Brown, David Clemente, Grace Trinidad, Katie Norton, Emanuel Figueroa — Fri, 16 Oct 2026 04:00:00 GMT

Google Cloud introduced a single agent that acts across email, documents, code, and data with its own identity and persistent memory.

Security teams face a new class of autonomous workers, and the governance and controls Google describes require validation before enterprise acceptance can be expected. One telling signal is that Google gave agents a workforce-style identity, which makes agent identity a platform question rather than a feature.

CoreWeave Fully Connected 2026 — AI Loop and Forge

Jasdeep Singh, Dave McCarthy — Wed, 14 Oct 2026 04:00:00 GMT

At its first Fully Connected conference, held in San Francisco, CoreWeave launched CoreWeave Forge, a development layer built around what it calls the AI loop (run, observe, curate, improve, and evaluate), and made NVIDIA Vera Rubin NVL72 and the NVIDIA Vera CPU part of its infrastructure portfolio. Forge is now generally available, combining technology from Weights & Biases, OpenPipe, and marimo with CoreWeave's own training, inference, and sandbox services. Together, the announcements show CoreWeave extending from GPU capacity into the software layers enterprises need to run AI in production, while keeping its infrastructure as the foundation.

Dell Expands Its AI Data Platform with Enterprise Context, GPU Data Prep, and Managed Azure File Storage

Jason Echols, Carol Sliwa — Wed, 14 Oct 2026 04:00:00 GMT

Dell Technologies is extending the Dell AI Data Platform beyond storage and data engines to encompass the definitions and relationships that explain what enterprise data means, a move designed to better position Dell for the context layer AI agents depend on. Dell will need to continue to emphasize its differentiated capabilities to enterprise buyers, as major storage and data platform vendors converge to compete in that layer and support the same NVIDIA reference architectures.

IDC MaturityScape Benchmark: AI-Fueled Life Sciences Organization Worldwide, 2026

Nimita Limaye, Nigel Wallis, Claudia Medina — Tue, 13 Oct 2026 04:00:00 GMT

This IDC study presents results from IDC’s MaturityScape Benchmark AI Survey, released worldwide in May 2026, drawing on a life sciences subsample of 112 organizations out of 1,900 organizations surveyed.

“Life sciences, the sector that once resisted technology, now leads the world in AI governance. Irony lies in the fact that its greatest strength can’t rescue it from its greatest weaknesses. Data foundations don’t care how mature your policies are, while technology debt and a lack of interoperability slow down progress,” says Dr. Nimita Limaye, research VP, Life Sciences R&D Strategy and Technology, IDC.

IDC’s 2026 CX CSAT Awards

Tue, 13 Oct 2026 04:00:00 GMT

This IDC Tech Buyer Presentation provides an overview of the results from IDC’s 2026 CX CSAT Awards. This award program recognizes the leading CX vendors in each application market that receive the highest customer satisfaction scores based on IDC’s CX Path Survey.

IDC’s CX Path Survey is a global survey of over 2,500 organizations across all geographic regions and company sizes, where customers are asked to rate their vendor on more than 30 different customer satisfaction metrics.

Amazon unBoxed 2026: Amazon Ads Agent Merges the Console and DSP and Puts AI in the Planning Seat for Advertisers of All Sizes

Roger Beharry Lall, Allyson Leavy — Mon, 12 Oct 2026 04:00:00 GMT

At its unBoxed 2026 conference in San Francisco (September 28–30, 2026), Amazon Ads repositioned and expanded its offering. It merged the Ads Console and Amazon DSP into one AI-led platform named Amazon Ads Agent, which now includes Full-Funnel Campaigns and DVA+, which help advertisers by using Amazon's models to choose channels, audiences, and bids. It also extended advertising into Alexa for Shopping conversations and local services through Branded Conversations and Sponsored Services. With these updates, Amazon puts the AI interactive brief ahead of the complex advertiser dashboard or bid desk as the main interface, opening streaming and programmatic media to midmarket and smaller buyers.

Braze Forge 2026: Building a Martech Stack for the Future of Agentic Marketing

Gerry Murray, Roger Beharry Lall, Tapan Patel — Mon, 12 Oct 2026 04:00:00 GMT

Braze used Forge 2026 to show that it is positioned as the execution layer for agentic marketing, with the journey builder as one piece of it. Decisioning Studio Go, Operator building full Canvases, and Agentic Standards for QA move decisioning and campaign checking from marketers to AI agents. Operator Connect and the Braze MCP Server let agents in Claude, ChatGPT, or Copilot call Braze directly. CMOs should now judge engagement platforms on decisioning quality, the scope of actions agents can take, the governance around them, and access to enterprise data, in addition to channels and orchestration.

Agentic Orchestration Checks In: The Opportunity for Media Networks Has Arrived for Healthcare

Alex Holtz, Nimita Limaye — Fri, 09 Oct 2026 04:00:00 GMT

This IDC Perspective explores how agentic orchestration and the rise of health media networks are reshaping advertising as reimbursement pressure, concentrated therapeutic economics, and the loss of modeled health audiences push pharmacies, payers, PBMs, and digital health platforms toward compliant first-party data monetization. With operators such as CVS Media Exchange, Walgreens Advertising Group, Optum, GoodRx, and the point-of-care networks building closed-loop, high-intent advertising surfaces, this document maps the category into three archetype stacks and details the architectural, regulatory, and measurement challenges that determine who can credibly participate. It offers a blueprint for stakeholders to capture therapeutic and non-endemic demand while separating advertising decisioning from coverage and clinical judgment as agentic assistants reach the point of care.

"Healthcare has the highest-intent first-party data in commerce media and the least room for error in activating it," says Alex Holtz, research director, Worldwide Media and Entertainment Digital Strategies, IDC. "The closed-loop infrastructure that transformed retail, then travel, and then financial services is now arriving in pharmacies, plans, and digital health platforms — but here, the institution selling the ad may also control the formulary, the prior authorization, and the fill. The question isn't whether this market forms. It is whether operators build the disclosure and governance architecture now, while agentic care navigation is small enough to design."

"Healthcare's next margin frontier isn't a new service line — it's already sitting in the data. For pharmacies, plans, and digital health platforms, first-party assets represent a high-margin revenue opportunity that is reimbursement independent, clinically non-dilutive, and self-reinforcing as measurement closes the loop," said Dr. Nimita Limaye, research vice president, IDC Health Insights. "What separates sustainable advantage from short-term extraction is architecture: institutions that embed consent, de-identification, and disclosure into the core product — not the compliance stack — will compound. The ones that don't will discover that advertising revenue earned at the cost of patient trust carries the steepest hidden price in the industry."

Hightouch Reframe 2026: Bringing Warehouse-Native Data and Context to Agentic Marketing

Tapan Patel — Fri, 09 Oct 2026 04:00:00 GMT

At its Reframe 2026 Chicago event, Hightouch argued that large language models (LLMs) need a marketing harness consisting of customer data, brand context, tools, and governance. Its Agentic Marketing Platform (AMP) consists of three products: the Agentic and Composable CDP, which run background agents that find and rank marketing opportunities; Lifecycle Studio, which drafts and configures life-cycle campaigns for marketer approval; and Ad Studio, which creates on-brand ads and paid media campaigns. For campaigns across all products, Hightouch has also built review agents that check campaigns before people sign off.

AMP moves Hightouch into a crowded agentic marketing market where incumbent platforms bundle their own agents, and CMOs cannot afford separate agents from several vendors doing the same jobs. To compete, Hightouch must integrate with a growing set of systems that hold context and capabilities and show incremental gains in business outcomes from agent-driven marketing workflows.