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From Gateways to Gatekeepers: When Generative AI and Agentic AI Search Engines Own Your Customer Journey
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À̹ø IDC Market Perspective¿¡¼­´Â À¥ »çÀÌÆ® ÇÁ·ÐÆ®¿£µå(Front End as a Service, FEaaS), ÄÁÅÙÃ÷ °ü¸® ½Ã½ºÅÛ(CMS) ¹× µðÁöÅÐ °æÇè Ç÷§Æû(DXP), Á¦Ç° Á¤º¸ °ü¸®(PIM) ¹× Á¦Ç° °æÇè °ü¸®(PXM), °í°´ÀÇ ¼Ò¸®(VOC) µµ±¸, ¸¶ÄÉÆÃ/¸¶ÄÉÆÃ ±â¼ú ¹× °³ÀÎÈ­, µðÁöÅÐ Ä¿¸Ó½º Ç÷§Æû, °í°´ µ¥ÀÌÅÍ Ç÷§Æû(CDP) ½Ã½ºÅÛ µî ÁÖ¿ä ±â¼ú Ä«Å×°í¸®¿¡¼­ ÀÌ·¯ÇÑ º¯È­°¡ ¾î¶² Àǹ̸¦ °®´ÂÁö »ìÆìº¾´Ï´Ù. °Ë»ö Ç÷§ÆûÀÌ ¿¡ÀÌÀüÆ®Çü Ä¿¸Ó½º ½Ã½ºÅÛÀ¸·Î ÁøÈ­ÇÔ¿¡ µû¶ó ÀüÅëÀûÀÎ °í°´ °æÇè(CX) ¼ÒÇÁÆ®¿þ¾î Ä«Å×°í¸®´Â Àü·«Àû º¯°îÁ¡¿¡ Á÷¸éÇØ ÀÖ½À´Ï´Ù. µð½ºÄ¿¹ö¸®´Â ÀÎÅÍÆäÀ̽º¿¡¼­ ±â°è°¡ °³ÀÔÇÏ´Â ÀÇ»ç°áÁ¤ ȯ°æÀ¸·Î À̵¿Çϰí ÀÖ½À´Ï´Ù. º¥´õ°¡ °æÀï·ÂÀ» À¯ÁöÇϱâ À§Çؼ­´Â ±¸Á¶È­µÇ°í, ÄÁÅØ½ºÆ®°¡ dzºÎÇϸç, AI°¡ ÀÐÀ» ¼ö ÀÖ´Â ÄÁÅÙÃ÷¸¦ Áö¿øÇÒ ¼ö ÀÖµµ·Ï Ç÷§ÆûÀ» À籸¼ºÇØ¾ß ÇÕ´Ï´Ù. ÀÌ ºÐ¼®Àº È¥¶õÀÌ ¾îµð¿¡¼­ ÀϾ°í ÀÖ´ÂÁö, ¾î¶² »ê¾÷ÀÌ °¡Àå À§Çè¿¡ Ã³ÇØ ÀÖ´ÂÁö, ±×¸®°í º¥´õ°¡ ÀÀ´ä ¿ì¼± °æÁ¦¿¡¼­ °ü·Ã¼ºÀ» À¯ÁöÇϱâ À§ÇØ ¾î¶»°Ô ÀûÀÀÇÒ ¼ö ÀÖ´ÂÁö¿¡ ´ëÇØ ¼³¸íÇÕ´Ï´Ù. IDCÀÇ ¿ùµå¿ÍÀÌµå µðÁöÅÐ Ä¿¸Ó½º Àü·« ¿¬±¸ Ã¥ÀÓÀÚ Çì´õ Ç㽬(Heather Hershey)´Â "±â°è°¡ ÀÐÁö ¸øÇÏ¸é °í°´Àº ±×°ÍÀ» º¼ ¼ö ¾ø½À´Ï´Ù. AI ÆÛ½ºÆ® µð½ºÄ¿¹ö¸® ·£µå½ºÄÉÀÌÇÁ¿¡¼­´Â ±¸Á¶È­µÈ Áö½Ä, ±ÇÀ§ ÀÖ´Â ÄÁÅÙÃ÷, ³»ÀåµÈ ½Å·Ú ½ÅÈ£, Á¦Ç° ¹× ºê·£µå µ¥ÀÌÅÍÀÇ ±â°è ´ëÀÀ¼ºÀ» ÅëÇØ °¡½Ã¼ºÀ» È®º¸ÇÒ ¼ö ÀÖ½À´Ï´Ù. ÀÌ·¯ÇÑ º¯È­´Â ÀÚ»ç Ç÷§ÆûÀÇ ±â´É ¿µ¿ª¿¡ ¸Â°Ô ±â°è°¡ ÀÐÀ» ¼ö ÀÖ´Â °­È­ ¹× ½ÅµðÄÉÀ̼ÇÀ» °¡´ÉÇÏ°Ô ÇÏ´Â º¥´õ¿¡°Ô´Â º¸»óÀÌ ÁÖ¾îÁö´Â ¹Ý¸é, ±â°è Áß½ÉÀÇ ÀÇ»ç°áÁ¤ ´ë½Å Àΰ£ Áß½ÉÀÇ ÀΰÔÀÌÁö¸ÕÆ®¿¡¸¸ ÃÖÀûÈ­µÈ º¥´õ¿¡°Ô´Â ºÒ¸®ÇÏ°Ô ÀÛ¿ëÇÒ °ÍÀÔ´Ï´Ù."¶ó°í ¸»Çß½À´Ï´Ù.

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This IDC Market Perspective examines the implications of this shift across key technology categories: website front ends (front end as a service [FEaaS]), content management systems (CMSs) and digital experience platforms (DXPs), product information management (PIM) and product experience management (PXM), voice of customer (VOC) tools, marketing/martech and personalization, digital commerce platforms, and customer data platform (CDP) systems. As search platforms evolve into agentic commerce systems, traditional customer experience (CX) software categories face a strategic inflection point. Discovery is shifting away from interfaces and toward machine-mediated decision environments. To remain competitive, vendors must reposition their platforms to support structured, context-rich, and AI-readable content. The analysis outlines where disruption is happening, which industries are most exposed, and how vendors can adapt to stay relevant in an answer-first economy. "If machines can't read it, customers won't see it," says Heather Hershey, research director, Worldwide Digital Commerce Strategies, IDC. "In an AI-first discovery landscape, visibility is earned through structured knowledge, authoritative content, embedded trust signals, and the machine-readiness of product and brand data. This shift will reward vendors that enable machine-readable enrichment and syndication tailored to their platform's functional domain while disadvantaging those still optimized exclusively for human-centric engagement in lieu of machine-led decisioning."

Executive Snapshot

New Market Developments and Dynamics

Advice for the Technology Supplier

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