The platform, ‘CustomerLake’, offers AI agents that analyse behaviour, make decisions and act on behalf of marketers and data teams.

The new offer brings together customer data, identity resolution, audience building, campaign automation and activation.

Built on the company’s data lakehouse, it brings the CDP into the Databricks platform, meaning that the same models that generate customer insights can be used to drive activation.

The company said it had launched the agentic CDP in the context of AI agents making purchasing decisions and marketers adapting their marketing stack to incorporate agents.

Marketers can use the platform to build audiences and automate campaigns from their data foundation and turn customer data into records for marketing and customer teams.

The platform can also ingest and activate data across platforms and partners, with an open partner ecosystem including Adobe, Acxiom, Epsilon and LiveRamp.

Ali Ghodsi, co-founder and chief executive, Databricks, said: “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 analyse, decide and act on every customer in real time.”