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Wire · opportunities

Is the Agentic Customer Data Platform Just Marketing, or a Real Shift?

19 August 2026 · By · Wire by Fusion42

Published

19 August 2026

Topic

opportunities

◆ Sectors

Martech

◆ Source

Read at cmswire.com →

◆ Verified

Fusion42 · 21 August 2026 · Fusion42 review

Hightouch's rebranding as an agentic customer data platform (CDP) and Databricks' launch of CustomerLake are driving a shift in the CDP market from data storage to real-time AI-driven decision support.

This Wire brief sits within Fusion42's coverage of Martech.

◆ ◆ The Wire takeaway

You need to rethink how your platform uses customer data now that real-time AI decisioning is the new market standard. This opens room to target marketers and sales teams wanting AI-led customer journey automation.

◆ Coverage

1 source · 19 Aug 2026

◆ Related on Wire

◆ Topics

Martechcustomer-data-platformaireal-time-decisioningmarketing-techdatabrickshightouch