The Agentic Marketing Stack Starts With the Data Layer
Databricks, Friday, July 10th, 2026
Databricks shows how Acxiom modernized its data platform as the foundation for agentic AI in marketing.
This article examines how Acxiom modernized its data infrastructure as a foundation for agentic AI in marketing. The company migrated from on-premises Hadoop to Databricks, achieving 80-90% performance improvements and freeing engineering teams from infrastructure maintenance.
An executive frames the strategic vision around two north stars, data modernization and agentic marketing, describing them as sequential rather than parallel.
The piece shows how robust data architecture enables AI-driven workflows across the marketing value chain, from audience planning to media buying and campaign activation, while maintaining governance and privacy.