At Data + AI Summit today, Databricks introduced CustomerLake and the Agentic CDP category – a revolutionary new approach to customer data and AI-native marketing embedded directly within Databricks. CustomerLake gives marketing and data teams agentic interfaces to unify customer data, automate campaigns, and personalize experiences at massive scale on the governed Data + AI foundation their business already runs on – without creating new silos, duplicating sensitive data, or adding martech complexity.
Acxiom has been selected as one of a select group of strategic ecosystem partners, bringing industry-leading identity resolution capabilities directly into CustomerLake to help brands maximize the value of their customer data.
Together, Databricks CustomerLake and Acxiom help customers build more trusted customer profiles by resolving identities and enriching governed first-party data with third-party signals. CustomerLake enables marketing and data teams to use AI agents to unify data, automate campaigns, and personalize experiences, while Acxiom helps improve profile quality, segmentation, and privacy-first engagement at scale. Acxiom was also recently honored as Databricks’ 2026 ISV Martech Partner of the Year at Data + AI Summit.
Unlocking full potential with Acxiom and Databricks
Acxiom’s identity integration in Databricks CustomerLake enables a new operating framework for marketing, one built on a shared, governed foundation where data, identity, and AI work together seamlessly.
Working with Databricks CustomerLake and Acxiom, brands can:
- Unify data, identity, and AI in a single, governed platform, eliminating fragmentation and reducing complexity.
- Establish a durable, people-based foundation across digital identifiers, devices, and signals with Acxiom’s Real ID.
- Activate AI-driven, agentic workflows on a connected data and identity foundation, enabling supercharged personalization, seamless collaboration, and more efficient marketing without added complexity.
- Leverage an open ecosystem, enhanced by specialized partners like Acxiom for identity and enrichment, to continuously expand and optimize marketing strategies.
This shift unlocks entirely new possibilities for personalization, performance, and growth, powered by AI agents operating with trusted data.
Why Identity is essential in the Agentic Marketing Era
A connected data and identity foundation gives agents a unified, trusted view of the customer, enabling accurate, personalized, and high-performing interactions. Without it, fragmented data creates gaps that undermine results. CustomerLake represents a new marketing model, one designed for the agentic marketing era, where AI agents can unify data, activate campaigns, and deliver personalization directly in the data platform.
Acxiom’s Real ID strengthens this foundation by enabling privacy-conscious identity resolution that links digital identifiers to known individuals and households with high accuracy. By connecting anonymized signals to durable customer profiles, brands can move faster from fragmented interactions to delivering personalized experiences that truly resonate and add value at every touchpoint.
Through Acxiom’s identity resolution integration in Databricks CustomerLake, clients can leverage Real ID to resolve identities, connect digital interactions to known customers, and enrich profiles with trusted third-party data directly in Databricks. This partnership will also ensure AI agents in CustomerLake can operate on consistent, high-quality customer context – without introducing new silos, duplicating sensitive data, or requiring unnecessary data movement.
Key takeaways
CustomerLake signals a new direction for marketing, one where AI agents, data, and identity converge in a single governed environment. This shift signals a clear imperative for brands: move beyond disconnected identifiers and build a durable, people-based foundation that AI can actually act on. By combining Databricks CustomerLake’s agentic capabilities with Real ID, brands can power AI to act with confidence. The result? More relevant experiences, more accurate measurement, and scalable personalization that actually matters to customers.
Discover how Acxiom and Databricks enable precision marketing in the AI era.
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