Connecting customer context to measurable ROI with agentic marketing

This post details how Databricks Genie is being extended to support agentic marketing workflows. It introduces the concept of using identity resolution to connect customer context to measurable ROI, leveraging a Customer Data Platform (CDP) that is embedded within Databricks. The CDP acts as a governed action layer, allowing AI agents to translate insights derived from customer data into concrete marketing actions. The post discusses the importance of measurement and attribution in this agentic model, implying new capabilities or approaches for tracking the effectiveness of AI-driven marketing campaigns. This represents an evolution of conversational data access by enabling agents to not only retrieve data but also to act upon it in a governed and measurable way within a marketing context.