Bloomreach and Databricks CustomerLake: A New Foundation for Personalization at Scale

The gap between knowing your customers and actually reaching them — at the right moment, on the right channel — has been one of marketing’s most stubborn problems. Data sits in one system while campaigns run in another. And the distance between them costs brands time, accuracy, and revenue.

That’s exactly the problem Bloomreach and Databricks set out to solve together. As an activation partner for Databricks CustomerLake, Bloomreach connects unified customer intelligence directly to real-time, personalized execution across every channel that matters — without the tradeoffs.

“From web to email to AI conversations, marketers need the ability to personalize customer engagement where the stakes are highest,” said Anirban Bardalaye, Chief Product Officer, Bloomreach. “CustomerLake gives our agentic platform, Loomi, the enterprise data foundation it needs to personalize every channel, without any tradeoffs between data quality and speed. Add the real-time behavioral signals Loomi builds into every interaction, and personalization compounds — each engagement more relevant than the last.”

A New Category: The Agentic CDP

Most enterprise marketing teams operate downstream from their own data. Customer profiles live in one system while campaign execution lives in another. Traditional CDPs tried to bridge that gap — but they were built for an era of human-led campaigns and manual workflows, not the agentic marketing environment brands are navigating now.

CustomerLake is a fundamentally different approach. It’s an Agentic CDP embedded natively inside Databricks, where marketing and data teams — alongside AI agents — can work from the same governed foundation to unify customer data, automate campaigns, and personalize experiences at massive scale. No new silos. No duplicated data. No added martech complexity.

“Our customers are asking for simple and scalable ways to combine and activate otherwise siloed customer data into personalized, intelligent experiences alongside the myriad of tools they already use,” said Stephen Orban, SVP Product Partnerships and Ecosystem at Databricks. “Databricks has always been built on openness and customer choice, and partners have a significant opportunity to integrate directly with CustomerLake to meet customers where their data and agents already live and deliver the next generation of marketing solutions on a unified foundation.”

What makes an Agentic CDP genuinely different from what came before? Three things:

• Agents work with all your data: Governance systems define how agents interact with production data, who has access to what, and how it’s used — so AI can operate with confidence at scale.
• Embedded in the data platform: CustomerLake lives inside Databricks, where agents automate work across systems for both marketers and data teams — not bolt-on features layered on top of legacy infrastructure.
• Personalization that runs itself: LLM-based autonomous personalization and decisioning, built directly into the foundation where your customer intelligence already lives.

Loomi: The Activation Layer

Bloomreach turns those decisions into real customer moments through Loomi, its agentic platform for personalization.

Loomi receives intelligence from CustomerLake and executes it across every channel — email, SMS, onsite, in-app — while managing consent, preferences, frequency caps, journey logic, and real-time personalization. Response data flows back into Databricks, so the system learns and improves with every interaction.

What makes Loomi the right activation layer isn’t just what it does — it’s what it’s built on. 

Loomi maintains unified customer profiles enriched with behavioral, transactional, and engagement signals, updated in milliseconds via a proprietary in-memory framework. That depth of commerce-specific intelligence, trained on more than 12 years of interaction data from the world’s largest ecommerce brands, isn’t something you can replicate overnight. 

Neither is the operational infrastructure behind it: 17+ channels, 100M+ emails delivered per day, with production-grade deliverability, frequency management, consent enforcement, and journey orchestration built in.

Loomi integrates with CustomerLake and the broader marketing and commerce ecosystem through Loomi Connect, the governed interface into the Loomi platform. Loomi Connect gives external platforms, agents, and enterprise systems a standardized way to access approved Loomi capabilities, not as raw API access, but through controlled tools with governance, rate limiting, and tool-level authorization.

For CustomerLake, this allows Databricks Genie to integrate with Loomi by reading approved templates and scenarios, sending next-best-campaign decisions into Bloomreach for execution, and receiving response data back for optimization. Databricks owns the intelligence layer; Loomi provides the governed activation layer that turns those decisions into safe, personalized, cross-channel customer experiences at scale. 

And the more partners that plug in, the smarter the system gets. More engagement signals flow back into Loomi, improving the models that power the next interaction — for every brand in the ecosystem.

This isn’t just about moving data from one platform to another. It’s a closed-loop marketing system where Databricks powers the business decision, and Loomi makes it happen effectively. 

With CustomerLake, Loomi completes the picture — turning Databricks’ intelligence into real customer moments, at every channel, at every scale.

From Static Calendars to Always-On Personalization

Here’s an example of what this partnership makes possible in practice.

Traditional campaign planning is slow by design. Marketers lock audiences weeks in advance and hope the message is still relevant when it lands. But customer behavior, inventory, media exposure, and commercial priorities change constantly. Your campaigns should, too.

With CustomerLake and Loomi working together as one intelligent system, they do. Databricks continuously identifies the best commercial action for each customer based on complete enterprise data. Loomi activates those decisions across channels with real-time personalization, consent management, frequency control, and journey orchestration — without anyone having to manually trigger it.

The result is a marketing engine that doesn’t just launch campaigns. It learns, adapts, and improves with every interaction.

Stop planning campaigns around the calendar. Start planning around the customer.

The Future of Marketing Is a Closed Loop

Enterprise data, commercial intelligence, real-time personalization, consent, orchestration, and customer engagement working together as a single system. That’s what Loomi and Databricks CustomerLake make possible.

Databricks owns the data/customer intelligence and decisioning layer. Loomi owns the experience intelligence and activation layer. Together, they help brands move from knowing what to do next to actually creating the next best customer moment across every channel, at  scale.

Ready to see what’s possible? Learn more about the Databricks CustomerLake integration and how Loomi can help your brand activate across every channel.