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.

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