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Braze Goes Agentic: BrazeAI Operator, Agent Console, and Creative Studio Reach General Availability

Gerry Murray — Wed, 06 May 2026 04:00:00 GMT

Braze announced the simultaneous GA of BrazeAI Operator, Agent Console, and Creative Studio, and EU-hosted infrastructure for Braze's Decisioning Studio. This reinforces Braze's time-to-value and usability differentiators that are increasingly relevant to enterprise marketing organizations without deep martech engineering resources.

Google CloudNext 2026: Observability and AIOps Announcements Expand the Operation Scope of the Platform

Shannon Kalvar — Wed, 06 May 2026 04:00:00 GMT

LogicGate Introduces Config Newton: The First Agentic GRC Engineer

Philip D. Harris, CISSP, CCSK — Wed, 06 May 2026 04:00:00 GMT

This IDC Link examines the early market impact of LogicGate’s announcement of a new AI capability, Config Newton, an Agentic GRC Engineer. Config Newton is designed to reduce the “busy work”, perform the “heavy lifting”, and “augment the performance” of GRC leaders and analysts. The availability of Config Newton positions LogicGate’s GRC platform to bring greater contextual clarity enabling informed decisions, implementing LogicGate best practices, and accelerating time-to-value.

Microsoft Customer Insights and Agent 365: An Emerging Architecture for Agentic Mesh for CX

Gerry Murray — Wed, 06 May 2026 04:00:00 GMT

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.

Agentic AI Platforms: The Lynchpin for Deployment and New Competitive Battleground

Mickey North Rizza, Neil Ward-Dutton — Tue, 05 May 2026 04:00:00 GMT

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

Enterprises want to evolve from one-off, prebuilt agents into sophisticated, agentic solutions that drive business transformation. Nancy Gohring and Mickey North Rizza will explore the fast-moving agentic AI platform market, including enterprise demand, competitive battlegrounds, and tensions/opportunities for entrenched enterprise app providers.

Contact Center Country Focus, 2025: The United Kingdom — Key Factors to Succeed in the Market

Oru Mohiuddin — Tue, 05 May 2026 04:00:00 GMT

This IDC Market Presentation provides an overview of the U.K. contact center market and key factors to succeed in the market. The U.K. contact center market is distinct from the rest of Europe, pairing a strong appetite for advanced technology and AI with a uniquely high sensitivity to security driven by its role as a global business and services hub. Unlike many European markets where security concerns stem from a more conservative regulatory culture, U.K. security priorities are shaped by greater exposure to cross‑border threats and spillover risks, forcing organizations to balance speed and innovation with resilience and control. This creates a rare combination of high innovation potential and complex risk management, making the United Kingdom a critical market for vendors seeking growth — and a compelling reason to dive deeper into this document.

Defining AI Bill of Materials: Structure, Scope, and Role in AI Trust Services

Sakshi Grover, Grace Trinidad — Tue, 05 May 2026 04:00:00 GMT

This IDC Perspective examines the emergence of the AI bill of materials (AI BOM) as a foundational framework to manage the growing complexity of AI systems. As enterprises transition toward agentic, distributed, and continuously evolving AI architectures, traditional governance and security models are proving insufficient. The document outlines the structure, scope, and operationalization of AI BOM, highlighting its role in enabling system-level visibility, traceability, and control across models, data, pipelines, and runtime environments. It also explores enterprise adoption drivers, regulatory influences, and vendor approaches, positioning AI BOM as a critical control layer for managing risk, cost, and compliance in modern AI ecosystems.

"AI systems are evolving into distributed, stateful execution environments composed of models, data pipelines, prompt orchestration layers, APIs, and autonomous agents operating across dynamic runtime contexts. AI BOM functions as the control plane for this architecture, capturing dependency graphs, lineage, identity propagation, and runtime telemetry in a machine-readable form. Without this, enterprises cannot correlate system behavior with underlying components, resulting in blind spots across governance, security, and operational integrity as AI systems scale," says Sakshi Grover, senior research manager, Cybersecurity Products and Services, IDC.

Dynamic Workplace Management: Using AI to Power the Modern Office

Gala Spasova, Meike Escherich — Tue, 05 May 2026 04:00:00 GMT

This IDC Market Perspective explores how AI is reshaping dynamic workplace management to power the modern office. Dynamic workplace management leverages AI to transform static office environments into adaptive, data-driven spaces that align with fluctuating work patterns and employee needs. By integrating real-time occupancy data, predictive analytics, and intelligent scheduling, organizations can optimize space, enhance employee experience, and improve operational efficiency. Success depends on robust governance, privacy safeguards, and collaborative change management, ensuring AI-driven solutions deliver both business value and a workplace that employees genuinely want to return to.

"Hybrid work did not reduce the demand for office space, it made that demand uneven," says Gala Spasova, senior research manager, Europe Smart Office and EMEA Content and Knowledge Management Strategies, at IDC. "The real challenge for organizations now is how to align the available space with how employees use it."