# Databricks CustomerLake disrupts standalone CDP market > Source: > Published: 2026-06-19 21:09:14.575269+00:00 # Databricks CustomerLake disrupts standalone CDP market Databricks launched CustomerLake on June 16, 2026 at its Data + AI Summit, entering the Customer Data Platform (CDP) market with an agentic CDP natively embedded in its lakehouse. CustomerLake brings Customer 360, identity resolution, audience building, campaign automation, and activation directly into Databricks, governed by Unity Catalog, eliminating the need to copy customer data into a separate CDP. The platform introduces two AI agent types: Profile Agents, which unify raw customer records via 'Agentic Identity Resolution,' and Campaign Agents, which replace one-off campaigns with 'infinity campaigns' - continuous agentic loops that analyze customer signals and act in real time. CustomerLake is in Private Preview with early customers including HP, Circle K, AB InBev, and Getnet by Santander, continuing Databricks' expansion into major enterprise software categories. ### What Is CustomerLake Announced June 16, 2026 at Databricks' Data + AI Summit in San Francisco, CustomerLake is an agentic Customer Data Platform (CDP) natively embedded in the Databricks lakehouse. Unlike standalone CDPs that require copying customer data into a separate system, CustomerLake brings identity resolution, audience building, campaign automation, and activation directly into the same governed platform where customer data and AI models already reside. The product is now available in Private Preview, per Databricks' official press release. ### How It Works CustomerLake centers on two AI agent types. Profile Agents turn raw customer records into unified Customer 360 profiles using "Agentic Identity Resolution" (AIR), which combines deterministic, probabilistic, and agentic workflows to resolve disconnected records. Campaign Agents replace one-off campaign workflows with "infinity campaigns" - continuous agentic loops that analyze customer signals, recommend next-best actions, activate across channels, and optimize based on real-time performance signals. Both agent types operate under Unity Catalog governance, with Lakehouse Federation enabling access to data in Snowflake, Google BigQuery, or cloud object storage without requiring data movement. ### CEO Statement Ali Ghodsi, Co-founder and CEO of Databricks, said in the official press release: "With CustomerLake, customer data, AI models, and agents live in one governed platform. Marketing stops being a series of campaigns and becomes a continuous loop - agents that constantly analyze, decide, and act on every customer in real time." ### Partner Ecosystem CustomerLake launches with integrations across the martech and adtech stack, including Adobe, Meta (audience and Conversions API), Braze, Acxiom, Epsilon, The Trade Desk, LiveRamp, Iterable, Bloomreach, Snapchat, Magnite, TransUnion, Adstra, Twilio, Integral Ad Science (IAS), and Unity. Services implementation partners include Accenture, Deloitte, Lovelytics, Slalom, and Stitch. ### Early Customers Private Preview customers cited by Databricks include: - •HP: Kumar Ram, Global Head of Marketing Technology and AI Enablement, said CustomerLake enables HP to "build customer intelligence...on the data foundation we already trust." - •Circle K: Jay Malepati, Global Director of Customer and Marketing Data Science, noted the platform lets his team "build targeted audiences natively in Databricks, activate them seamlessly in Adobe." - •Getnet by Santander and AB InBev are also named as early customers in the press release. ### Market Context This is Databricks' second major enterprise software category entry at the 2026 Summit, following Lakewatch (agentic SIEM for security). The CDP market includes Segment (Twilio), Adobe Real-Time CDP, and Salesforce Data Cloud, all of which maintain customer data outside a company's core data platform. Databricks' argument is that placing the CDP inside the lakehouse removes the data duplication and governance overhead those architectures require. Pricing will use a value-aligned consumption model rather than a traditional software license, per the company. ## Scoring Rationale Databricks is a major data platform used by 20,000+ organizations and 70% of the Fortune 500, so its entry into the CDP/martech category carries real weight for data teams managing customer pipelines. The product is in Private Preview only and more relevant to marketing data engineering than core AI/ML research, placing it solidly in the notable product/strategy shift band rather than a frontier AI breakthrough. Practice interview problems based on real data 1,500+ SQL & Python problems across 15 industry datasets — the exact type of data you work with. [Try 250 free problems](/problems)