Announcement | Introducing the Agentic CDP: Built for the AI Era

Tushar_Parekar — Thu, 09 Jul 2026 09:34:48 GMT

Databricks is introducing CustomerLake, an Agentic CDP built natively in Databricks to help marketing and data teams move from manual campaigns to more continuous, AI-driven customer engagement on a governed data foundation.

What’s new

Built for the AI era: Databricks positions CustomerLake as a new kind of CDP designed for agents, real-time context, and always-on personalization rather than batch-based campaign workflows.
Customer data stays on the governed foundation: CustomerLake brings capabilities like Customer 360, identity resolution, audience building, activation, and personalization directly into the Databricks lakehouse, where customer data, AI models, and governance already live.
Profile Agents help build trusted customer context: Profile Agents are designed to turn raw customer data into business-ready Customer 360 profiles by preparing data, identifying quality issues, and supporting enrichment and identity resolution directly in Databricks.
Campaign Agents support always-on engagement: Campaign Agents help marketers build audiences, recommend next-best actions, activate across channels, and optimize around business goals using governed customer context.
Open and interoperable with the existing ecosystem: CustomerLake is designed to work with the broader martech and adtech stack through native integrations, Reverse ETL, Unity Catalog governance, and Lakehouse Federation.

Databricks describes this as a shift from static campaigns to Infinity Campaigns: continuous, agent-driven engagement loops that analyze signals, choose the next best action, and adapt as customer behavior and business conditions change.

👉 Read the full post here

topic Announcement | Introducing the Agentic CDP: Built for the AI Era in Announcements

Announcement | Introducing the Agentic CDP: Built for the AI Era