Databricks Launches CustomerLake, an AI-Powered Customer Data Platform Built Natively Into Its Lakehouse
Summary
Databricks launches CustomerLake, an AI-powered Customer Data Platform natively built into its Lakehouse, featuring Profile Agents and Campaign Agents that unify customer data and automate real-time, AI-driven marketing campaigns, with early adopters including HP and partners like Adobe, Meta, and Braze already on board.
Key Points
- Databricks is launching CustomerLake, a new Agentic Customer Data Platform (CDP) natively embedded in the Databricks Lakehouse, bringing Customer 360, identity resolution, audience building, campaign automation, activation, and personalization directly into the governed data and AI foundation enterprises already use.
- CustomerLake introduces two core agentic capabilities — Profile Agents, which unify raw customer data into trusted Customer 360 profiles, and Campaign Agents, which replace static one-off campaigns with continuous, AI-driven engagement loops that analyze signals, recommend next-best actions, and optimize across channels in real time.
- CustomerLake launches with an open partner ecosystem including Adobe, Meta, Braze, LiveRamp, The Trade Desk, and others, along with services partners like Accenture and Deloitte, and is already being adopted by global enterprises including HP, Getnet by Santander, and Zé Delivery by AB InBev, with Private Preview now available.