Databricks has announced CustomerLake, an Agentic Customer Data Platform (CDP) natively embedded in the Databricks lakehouse. It brings CDP capabilities — Customer 360, identity resolution, audience building, campaign automation, activation, and personalization — directly into the lakehouse alongside existing customer data, AI models, and governance. Key features include Profile Agents with Agentic Identity Resolution (AIR) for unifying customer records, and Campaign Agents that enable 'infinity campaigns' — continuous, agent-driven engagement loops replacing manual, one-off campaigns. CustomerLake integrates with major martech and adtech partners including Adobe, Meta, Braze, LiveRamp, and The Trade Desk. It is currently available in Private Preview.
