CustomerLake enters Beta: Leading enterprises going live with the Agentic CDP

CustomerLake enters Beta: Leading enterprises going live with the Agentic CDP | Databricks Blog Skip to main content

Summary

CustomerLake expands access with Campaign Agents Beta and Profile Agents Private Preview: The Agentic CDP embeds audience building, activation, personalization, and Customer 360 capabilities in the governed Databricks Data + AI platform.

Customers are demonstrating faster execution and cost savings: Reducing audience turnaround time by 90%, becoming audience-ready in 2 hours versus 2–3 months, a potential 40% reduction in CDP total cost of ownership, and a 10-point lift in conversion rates

A new operating model for agentic marketing: CustomerLake unites marketing activation, trusted context, and AI agents in Databricks to personalize engagement safely and effectively at scale.

Today, we’re excited to share a major CustomerLake milestone:  Campaign Agents is advancing to Beta and  Profile Agents is entering Private Preview. This marks the next stage of product maturity for the Agentic CDP embedded in Databricks, and expands participation to more customers. When we introduced  CustomerLake at Data + AI Summit , we outlined a new operating model for marketing: embed your CDP into the governed data and AI platform where your most complete customer context already lives.

Since then, brands like  Getnet by Santander, HP, and AB InBev  have been using CustomerLake to understand their audiences more deeply and give marketers greater freedom to deliver more tailored campaigns and better customer experiences. Within 2 hours of starting with CustomerLake, we had models and attributes ready for audience building, versus 2 to 3 months with a traditional CDP. Using our Marketing Lakehouse offers the potential to reduce CDP total cost of ownership by 40%. —Kumar Ram, Global Head of Marketing Technology and AI Enablement, HP AI is raising the stakes for marketing speed and relevance.  74% of consumers use AI to discover, compare, or purchase products. As agents take on more of the buying journey at machine speed, marketers need agents of their own to recognize changing intent and respond in real time. Databricks is where enterprise data, AI models, and governance already come together, giving CustomerLake agents the trusted context to act.

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Powered by Genie, CustomerLake empowers marketers to build audiences in natural language using trusted customer data already in Databricks.

The customer stories below show CustomerLake’s three core principles in action:  Embedded, Democratized, and Autonomous . Embedded: Built on the Marketing Lakehouse you already trust Hyper-personalized campaigns are only possible with a complete and consistent view of the customer. Enterprises already invest in Databricks to define their data, maintain quality, and govern how it’s used. CustomerLake makes that work available to marketers, reducing the need to recreate customer context in another platform. For  HP , using their Marketing Lakehouse foundation has accelerated audience turnaround while reducing martech cost of ownership. Within 2 hours of starting with CustomerLake, we had data and attributes ready for audience building — versus 2 to 3 months with a traditional CDP. CustomerLake works directly with the schemas, governance, and data models we already have in Databricks, offering the potential to reduce our CDP total cost of ownership by 40%. That’s why we're making CustomerLake central to our AI-ready marketing data strategy. —Kumar Ram, Global Head of Marketing Technology and AI Enablement, HP Read more about  how HP is building an AI-ready CDP with Databricks CustomerLake . Getnet by Santander is connecting transactional, behavioral, and predictive intelligence so commercial, CRM, and marketing teams can work from a complete view of the customer. CustomerLake gives Getnet our first unified Customer 360, combining transactions, interactions, behavior, and predictive models like churn propensity score. Our commercial, CRM, and marketing teams can explore insights and create audiences in natural language, replacing weeks of manual data extraction. Following our Mexico rollout, we plan to expand across Latin America and Europe. —Ainhoa Alonso, Chief Data and AI Officer, Getnet by Santander Democratized: Giving marketers direct access to customer intelligence Customer intelligence is most valuable in the hands of the people closest to the customer. CustomerLake gives those teams the freedom to explore customer context and immediately act on what they learn. Zé Delivery, part of AB InBev , is enabling greater ownership of live campaigns for its CRM team without dependence on data engineering. Our CRM team now builds audiences in CustomerLake and syncs them directly to Braze without engineering support, shifting from data dependence to true marketing self-service. We’re expanding access to CustomerLake and Genie across our CRM and growth teams, giving more marketers the independence to turn customer insights into personalized experiences for millions of consumers across Brazil. —Bruno Smarsaro Bazelato, Director of Data and Analytics, Zé Delivery (AB InBev) CustomerLake makes enterprise data that was previously difficult to bring into marketing tools directly available for audience building and activation, through the engagement platforms marketing teams already use. Autonomous: Scaling personalized engagement with agents A growing customer base shouldn’t mean more generic marketing. CustomerLake’s agentic approach helps marketers use richer customer context to make personalization more targeted as audiences grow, without multiplying the manual work behind each campaign. For  Wine.com , that means turning a vast catalog and diverse customer tastes into opportunities for more relevant, precisely targeted campaigns. We launched production email campaigns with CustomerLake just 23 days after kickoff, and have since scaled to 100 active audiences syncing daily to Braze. Across 6.5 million profiles and thousands of wines, the ability to target customers on purchase behavior, varietal preferences, and engagement patterns has fundamentally changed our personalization. What used to be a multi-team, multi-day manual process is now something our marketing team can do on their own, every day. —Billy Galanko, Director Marketing Content & Strategy, and Eric Wallace, Lead Data Engineer, Wine.com Philadelphia Union’s ambition is to turn a surge of interest from the FIFA World Cup into...