Databricks CustomerLake and the convergence of the enterprise data and MarTech stacks

For the past decade, the customer data platform, or CDP, has fought to become the center of the marketing technology stack.

Databricks' new agentic CDP suggests something far more consequential: The capabilities associated with the CDP may increasingly become embedded within the enterprise data and AI foundation, reshaping not only customer data management but enterprise architecture itself.

On the surface, CustomerLake looks like Databricks’ official entry in an already crowded CDP market. But we believe something much more significant is happening. Databricks isn’t simply launching another CDP. It is instead making a direct play to absorb the CDP into the enterprise data and AI platform.

Download this ebook to learn why the strategic question is no longer simply where customer data resides, but where context is assembled, where decisions are made, and how actions are coordinated across the enterprise.

• agentic architecture
• Agentic CDP
• Databricks
• Martech
• Customer Data Platform
• CDP