Summary:
Databricks, a data and AI company, announced CustomerLake, a new agentic Customer Data Platform (CDP).
CustomerLake equips marketers and data teams with a workforce of agents that continuously analyze behavior, decide, and act, delivering always-on personalized customer experiences a billion times a day. CustomerLake brings the CDP natively into Databricks, where customer data, AI models, and agents already reside. Built on the lakehouse and governed by Unity Catalog, this new offering consolidates customer data, identity resolution, audience building, campaign automation, and activation into a single AI-native foundation.
This launch marks Databricks’ continued expansion into major enterprise software categories, following Lakewatch, a security lakehouse. CustomerLake is now available in Private Preview, with current customers including HP, Circle K, AB InBev, and Getnet by Santander.
Rebuilding Marketing for Agents
Marketing teams are facing two simultaneous shifts. They are now marketing to agents that consumers deploy on their behalf to research, evaluate, and transact, and they are rebuilding their own marketing stack to be run by agents. Traditional martech wasn’t built for either. Legacy CDPs follow a waterfall model: campaigns are planned and executed across dozens of disconnected systems, take weeks to ship, and leave customer data siloed outside the company’s core AI platform. That fractures identity and makes true personalization impossible at scale.
Agents need something different: real-time access to context, data, and execution in one place. CustomerLake delivers this by bringing the CDP natively into the Databricks platform, so the same models that generate insight can drive activation directly.
“Marketers need to reimagine their entire foundation — not just the campaigns they run, but the customers they run them for, which now include agents,” said Ali Ghodsi, co-founder and CEO, Databricks. “With CustomerLake, customer data, AI models, and agents live in one governed platform. Marketing stops being a series of campaigns and becomes a continuous loop — agents that constantly analyze, decide, and act on every customer in real time. For the first time, enterprises can deliver infinity campaigns and 1:1 personalization at scale.”
Defining the Agentic CDP
The agentic CDP is a new category of marketing infrastructure built for a world where buyer behavior is dramatically changing. Humans are deploying AI agents to compare and buy on their behalf, and marketers are deploying agents to engage with them. Unlike legacy CDPs, an agentic CDP puts governed customer context, AI models, and execution capability in a single environment. The result is a system that doesn’t wait for a marketer to trigger a campaign. It continuously analyzes, decides, and acts. With CustomerLake, the models that generate customer insights are the same models that drive activation, with no data copies, no pipeline lag, and no governance tradeoffs.
Marketing at Enterprise Scale with CustomerLake
CustomerLake Momentum
“At HP, we believe the future of AI-driven customer engagement depends on moving beyond fragmented customer data toward governed customer context. Databricks CustomerLake brings that vision to life, enabling HP to build customer intelligence, personalization, and activation on the data foundation we already trust, rather than creating another place where data must be copied, reconciled, and secured. With CustomerLake, marketing can move faster, operate smarter, and transform with AI using the same trusted customer context as finance, product, sales, and operations,” said Kumar Ram, global head, marketing technology and AI enablement, HP.
“At Circle K, our loyalty and marketing teams rely extensively on Databricks to drive customer engagement. CustomerLake is proving to be a major unlock for our architecture because it allows us to build targeted audiences natively in Databricks, activate them seamlessly in Adobe and measure downstream campaign impact without moving our entire data lake into another platform. This gives our teams a faster, more governed path from customer data to campaign execution and fundamentally changes our speed to market,” added Jay Malepati, global director, customer & marketing data science, Circle K.
“At Getnet by Santander, strong merchant relationships are at the core of how we grow. As a global payments business operating across multiple markets, channels, and customer needs, CRM is a strategic growth engine: helping us understand our clients better, engage them more meaningfully, and create more consistent experiences at scale. Databricks CustomerLake will help us advance this ambition by enabling a trusted, actionable Customer 360, bringing together customer intelligence, data, and AI in a governed and interoperable way with our CRM and activation ecosystem. This will empower our business and marketing teams to move faster from insight to action, strengthen customer and merchant relationships, personalize at scale, and build a more connected, data-driven CRM model for the future of Getnet,” commented Ainhoa Alonso, chief data and AI officer, Getnet By Santander.
“As a launch partner for Databricks CustomerLake, The Trade Desk is helping marketers make their data more actionable across the open internet. Together, we’re enabling marketers to connect trusted, deterministic data and agentic AI with media execution, giving brands a faster path from customer insights to action so they can reach the right audiences, improve relevance, and drive measurable outcomes with greater control over their data,” said Jay Goebel, VP, data partnerships, The Trade Desk.
“Unity’s mobile ecosystem includes 256M monthly active users in the US and 2.85B globally, offering one of the most unique first-party engagement signals for brands to reach consumers in the state of play. By integrating with Databricks CustomerLake, brand marketers can activate their trusted customer intelligence directly within Unity’s high-attention, brand-safe mobile video inventory. This connection makes Unity inventory addressable from the data foundation brands already manage in Databricks, with performance measurement flowing back to the same place,” concluded Chris Feo, SVP, sales and partnerships, Unity.
Availability
CustomerLake is now available in Private Preview. CustomerLake pricing will be designed around a specialized, value-aligned consumption model rather than a traditional software license, providing a highly cost effective alternative for enterprise brands looking to consolidate the martech stack and reduce technology spend.
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