The agentic CDP is coming to your data platform. Is your customer data ready?
Blog post from Snowplow
Databricks has introduced CustomerLake, an agentic customer data platform in private preview that operates within its lakehouse environment, using AI Profile Agents to build governed customer profiles and Campaign Agents to deliver continuous, real-time engagement; general availability is expected in late 2026 or early 2027. The discussion argues that such systems depend heavily on the completeness, quality, identity resolution, and timeliness of behavioral data already collected in the lakehouse, since CustomerLake does not itself capture web or app events. It frames the market shift toward data-platform-embedded or composable CDPs as a response to data duplication, synchronization delays, governance needs, and the demand for in-session decisioning, citing Gartner projections and consolidation among standalone CDP vendors. It recommends assessing data collection against four criteria—context, control, cost, and choice—to ensure events are structured and validated, owned and governable, portable across platforms, and available in real time. Snowplow presents its own collection and identity-resolution tools as a way to supply this behavioral context across multiple destinations, while disclosing that Databricks is an investor in Snowplow.
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