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

Databricks announced the beta release of Campaign Agents and private preview of Profile Agents within CustomerLake, marking a new phase for its agentic Customer Data Platform (CDP). The move expands access to enterprises seeking to embed CDP capabilities directly into their governed data and AI platforms. Early adopters report measurable gains, including a 10-point lift in conversion rates and a 40% reduction in CDP costs, demonstrating the platform’s operational impact.

CustomerLake integrates with existing enterprise data stacks, allowing marketing teams to leverage trusted customer context without rebuilding datasets elsewhere. Brands such as Getnet by Santander, HP, and AB InBev use the platform to accelerate audience segmentation and campaign execution while reducing reliance on data engineering. HP’s Marketing Lakehouse foundation, for example, has shortened audience turnaround times and lowered martech ownership costs by centralizing customer data in Databricks.

Profile Agents, entering private preview, automates the unification of scattered customer data into unified Customer 360 profiles within Databricks. This enables marketers to segment audiences and personalize campaigns using consistent, governed data. Campaign Agents in beta automates audience building and activation, allowing teams to respond to real-time customer signals without manual coordination.

Databricks highlights its own use of CustomerLake during the Data + AI Summit, where Campaign Agents personalized session recommendations for 30,000 attendees. The campaign achieved a 10-point conversion lift, 10% click-through rate, and 60% open rate, outperforming prior Summit email campaigns. The results underscore how agent-driven workflows can scale personalized engagement while maintaining governance and data integrity.