CUSTOMER STORY | DIRECTV scales conversational analytics with Genie

Tushar_Parekar — Wed, 03 Jun 2026 17:23:58 GMT

"With Databricks’ Genie, our team can ask questions in plain language instead of writing SQL, which has simplified how we access data."
- Malav Shah, Director, Data Science, DIRECTV

DIRECTV, a leading video and entertainment provider, built Newton, a unified customer dataset with 1,200+ attributes, and used Genie to make that data easier to explore across the business. With Genie, AI/BI Dashboards, Databricks Apps, Unity Catalog, and Lakebase, teams can move from ad hoc SQL and long analyst back-and-forth to faster, conversational insights.

Key highlights:

1,200+ customer-level attributes in one dataset: Newton brings together customer, billing, subscription, product, and engagement data into a single foundation for analytics and ML.
Hundreds of daily users: Analysts and business users now query Newton through Genie-powered apps in plain language.
Conversational analytics instead of manual SQL: Genie Spaces give users a domain-specific natural-language interface that returns SQL, tables, and visualizations, and can be tuned with example queries and business instructions for better accuracy.
Governed, app-ready access to data: Databricks Apps helps teams quickly build secure data and AI apps with built-in governance, while Unity Catalog governs access and security across the data estate, and Lakebase provides a low-latency operational database for apps and AI agents integrated with the lakehouse.
Faster path from question to answer: What used to take days or weeks of schema discovery, query writing, and iteration is becoming a much more streamlined workflow for both technical and non-technical teams.

Curious how DIRECTV turned a complex customer dataset into a conversational analytics experience that more teams can use every day?

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CUSTOMER STORY | DIRECTV scales conversational analytics with Genie