{"id":11133,"date":"2026-06-22T07:30:27","date_gmt":"2026-06-22T13:30:27","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=11133"},"modified":"2026-06-22T07:30:27","modified_gmt":"2026-06-22T13:30:27","slug":"ready-or-not-welcome-to-the-era-of-the-agentic-cdp","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=11133","title":{"rendered":"Ready or not, welcome to the era of the agentic CDP"},"content":{"rendered":"
\"The<\/div>\n

After a wave of consolidation over the past six years, more than a few martech minds wondered if the CDP was a better concept than it was a product.\u00a0<\/p>\n

Vendors in and around the digital experience space, in particular, were buying up CDPs, and in some cases it was because the two vendors and their products were often used in tandem by customers anyway. Why not combine forces then?<\/p>\n

If you were in the martech space at all, you remember those days. Twilio bought Segment; SAP bought Emarsys; Contentstack bought Lytics; Uniphore bought ActionIQ, to name just a few.\u00a0<\/p>\n

These weren\u2019t legacy platforms. They were CDPs built for a data problem. They were developed to collect and unify customer data and profiles, build audiences, and activate campaigns. Their strengths were in identity resolution and customer profile unification.<\/p>\n

Last week, Hightouch published a blog post about its vision for an agentic CDP<\/a>. One day later, Databricks announced CustomerLake, its agentic CDP<\/a>.\u00a0<\/p>\n

The concepts Hightouch and Databricks are discussing have a lot in common. But at a high level, what they\u2019re saying is this: the future isn\u2019t customer profiles, it\u2019s customer decisions.<\/p>\n

<\/a><\/p>\n

\n
\n
\n Your customers search everywhere. Make sure your brand shows up<\/span>.\n <\/div>\n

\n The SEO toolkit you know, plus the AI visibility data you need.\n <\/p>\n<\/div>\n

\n Start Free Trial<\/span>\n <\/div>\n
\n
Get started with<\/div>\n

\"Semrush\n <\/p><\/div>\n<\/div>\n

<\/p>\n

The agentic vision of CDP 3.0<\/h2>\n

If unifying customer profiles was CDP 1.0, composability was CDP 2.0, and the agentic CDP is CDP 3.0, and it consists of unified customer data + AI decisioning + autonomous execution.\u00a0<\/p>\n

While CDP 1.0 saw data as the problem that needed to be addressed, you can argue that CDP 3.0 sees humans as the blocker. We\u2019re too slow to analyze data and make decisions. AI agents, on the other hand, move quickly and constantly.<\/p>\n

As Forrester VP, Principal Analyst Joe Stanhope wrote<\/a>:<\/p>\n

\n

\u201cAgentic AI offers the pathway to not only implement new capabilities that extend the CDP\u2019s remit but also develop a new paradigm for generating insights, targeting audiences, decisioning, and orchestrating customer journeys.\u201d<\/p>\n

\"\"