Data and AI company Databricks has launched CustomerLake, a new agentic Customer Data Platform (CDP). CustomerLake equips marketers and data teams with a workforce of agents that continuously analyse behaviour, decide, and act, delivering always-on personalised 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 personalisation 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 of 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 analyse, decide, and act on every customer in real time. For the first time, enterprises can deliver infinity campaigns and 1:1 personalisation at scale.”
Defining the Agentic CDP
The agentic CDP is a new category of marketing infrastructure built for a world where buyer behaviour 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 analyses, 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.
