HP details AI-ready CDP built on Databricks CustomerLake
At Data + AI Summit 2026, HP's Luis Alonso described how the company consolidated hundreds of data lakes and repositories into a small number of governed Databricks lakehouses and now layers marketing activation on top using Databricks CustomerLake and AI/BI Genie. HP estimates that folding CDP capabilities into CustomerLake could cut CDP total cost of ownership by up to 40% versus its former composable CDP, that it added 90% net-new marketing signals, and that its first CustomerLake session reached audience-ready status in two hours rather than the two to three months it says a traditional CDP could take. Those figures are HP estimates and first-session results reported by the Databricks Blog, not independently verified measurements.
The write-up shows a large enterprise moving identity, semantic definitions and activation onto one governed lakehouse so that marketers and AI agents work from shared business context rather than a separate CDP, though the cost and speed gains are HP's own estimates.
At Data + AI Summit 2026,Luis Alonso, Global Head of Data Strategy & Engineering for MarTech & AI Enablement at HP, shared how the company is building an AI-ready go-to-market data foundation on Databricks.
HP has spent extensive time and effort unifying customer data and third-party signals in their Marketing Lakehouse, and now Genie and CustomerLake make that trusted context available to marketers making daily decisions about audiences, channels, and customer journeys.
HP’s early work highlights three ways this approach can reduce costs, expand available customer context, and accelerate activation:
- 40% lower CDP total cost of ownership: HP estimates that consolidating CDP capabilities with CustomerLake could reduce total cost of ownership by up to 40% compared to its former Composable CDP approach.
- 90% net-new marketing signals: HP expanded the data available for marketing with 90% net-new signals across media, brand, intent, and technographic sources.
- Audience-ready in two hours: In the first session of using CustomerLake, HP configured data models, published attributes, and became ready to build audiences — a process that could’ve taken 2-3 months with a traditional CDP.
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