Campaigns are out. “Infinity campaigns” are in. Databricks wants to replace the marketing calendar with a continuous loop of agents that never stop deciding.
Databricks announced CustomerLake, a new agentic Customer Data Platform (CDP) built natively on Databricks that unifies customer data, AI models, agents, identity resolution, audience building, and activation.
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. The platform brings the CDP natively into Databricks, where customer data, AI models, and agents already reside. Built on the lakehouse and governed by Unity Catalog, it consolidates customer data, identity resolution, audience building, campaign automation, and activation into a single AI-native foundation.
The announcement, made at Databricks’ Data + AI Summit, marks the company’s 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.
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 difficult at scale.
Also Read: Your ERP Is Holding You Back. Here’s How to Fix It.
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 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.”
The agentic CDP is a new category of marketing infrastructure built for a world where buyer behavior is 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.
CustomerLake’s features include always-on “infinity campaigns” that replace one-off campaigns with continuous, agent-driven engagement so every customer can receive a 1:1 experience; campaign agents that enable marketers to build audiences, automate campaigns, and personalize experiences directly from their data foundation regardless of where it’s stored; profile agents that turn raw customer data into business-ready records through an end-to-end agentic loop; an open partner ecosystem to ingest and activate data across leading platforms, including Adobe, Meta, Acxiom, Epsilon, LiveRamp, The Trade Desk, Braze, Bloomreach, Iterable, Snapchat, Magnite, TransUnion, Adstra, Twilio, Integral Ad Science, and Unity; native integrations and reverse ETL connecting Databricks with bi-directional pipelines to the marketing and advertising technology stack; agentic identity resolution that combines rules and agents to unify disconnected records into more accurate customer profiles; and a built-in identity marketplace to enrich profiles with third-party identity graphs and partner data from providers such as Acxiom, Epsilon, LiveRamp, TransUnion, and Adstra.
Also Read: The CIO Who Says Governance Can Actually Speed Up AI
“At HP, we believe the future of AI-driven customer engagement depends on moving beyond fragmented customer data toward governed customer context,” said Kumar Ram, Global Head of Marketing Technology and AI Enablement at HP. “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.”
“At Circle K, our loyalty and marketing teams rely extensively on Databricks to drive customer engagement,” said Jay Malepati, Global Director, Customer & Marketing Data Science at Circle K. “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.”
“At Getnet by Santander, strong merchant relationships are at the core of how we grow,” said Ainhoa Alonso, Chief Data and AI Officer at Getnet by Santander. “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.”
Also Read: Tech Doesn’t “Get” the Super Bowl — and the Data Shows Why
“As a launch partner for Databricks CustomerLake, The Trade Desk is helping marketers make their data more actionable across the open internet,” said Jay Goebel, VP of Data Partnerships at The Trade Desk. “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.”
“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,” said Chris Feo, SVP Sales and Partnerships at Unity. “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 managed in Databricks, with performance measurement flowing back to the same place.”
