Today, we’re excited to share a major CustomerLake milestone:Campaign Agents is advancing to Beta andProfile 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 introducedCustomerLake 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 likeGetnet by Santander, HP, and AB InBevhave 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.