Should You Renew Your CDP? A Guide for Marketers
Blog post from Snowplow
Growing use of AI agents in customer research and purchasing is increasing demand for customer data systems that provide real-time, comprehensive context rather than batch-based campaign data, according to Databricks, Snowplow, and Gartner, which predicts that 80% of new enterprise CDP deployments will be embedded in or composable with data platforms by 2030. The post argues that standalone CDPs can create duplicated, incomplete, or delayed customer profiles and may be limited by browser tracking restrictions, making them less suitable for AI-driven personalization. Databricks’ CustomerLake, currently in private preview and expected to reach general availability in late 2026 or early 2027, is presented as an agentic CDP built within Databricks that supports continuously adjusted, individually personalized “Infinity Campaigns” under existing data governance rules. Snowplow is positioned as the upstream source of validated, identity-resolved, consent-aware behavioral data streamed continuously into Databricks, while the post advises organizations approaching CDP renewals to assess real-time responsiveness, completeness of customer data within their own platform, and the strategic direction of their current vendor.
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