Databricks is entering the marketing market by launching 'CustomerLake,' an agent-based Customer Data Platform (CDP).

Databricks announced Customer Lake on the 23rd, stating that marketers and data teams can operate agents that constantly analyze, decide, and execute customer behavior.

This is a move to expand into the enterprise software sector, following the security lakehouse 'Lakewatch'.

Customer Lake is currently available in private preview, and the company explained that it has been adopted by HP, Circle K, AB InBev, and Getnet by Santander.

Customer Lake is built on top of Lakehouse and governance is managed through the Unity Catalog.

It integrates customer data, ID integration, audience building, and campaign automation and activation into a single platform.

The company enables AI models that generate insights to activate marketing without data duplication or pipeline delays.It stated that it can provide 1 billion one-on-one personalized experiences per day by directly leading the process.

Co-founder and CEO Ali Ghodsi explained that marketing will move beyond one-off campaigns and evolve into a continuous loop where agents analyze, decide on, and execute with customers in real time.

Customer Lake provides campaign agents that directly select targets based on data, profile agents that convert customer data into business records, ID integration combining rules and agents, and bidirectional pipeline-based native integration and reverse ETL.

It also supports an open partner ecosystem that collects and activates data across external platforms such as Adobe, Meta, LiveRamp, and The Trade Desk.

The company stated that pricing was designed based on a usage-based model rather than a software licensing method.