Harnessing the power of data and AI — how Adobe and Databricks are transforming unified customer experiences.
02-25-2025
Marketing teams face mounting pressure to deliver personalized customer experiences that not only meet but anticipate customer needs — all while working at scale. Yet, navigating increasingly intricate data ecosystems has made this more challenging than ever, pushing marketing and data teams to seek solutions that unlock the true potential of their data and capabilities. Recognizing these challenges, Adobe is excited about its strategic partnership with Databricks, a collaboration that places seamless data integration at the heart of marketing innovation.
The combination of Adobe Experience Platform with the Databricks Data Intelligence Platform is set to change how marketing teams activate their data, build customer relationships, and achieve business success. Whether you’re a data scientist creating predictive models or a marketer optimizing campaign performance, the combined power of Adobe and Databricks offers a direct path to delivering impactful, data-driven results.
Why this partnership matters for marketers.
Effective marketing requires precision and agility. Customers expect hyper-personalized experiences, delivered in real time, across every touchpoint. But fragmented data systems and time-intensive workflows often stand in the way of achieving these goals.
This is where the Adobe and Databricks partnership makes all the difference. For the large install base of companies already using Adobe Experience Platform, integrating Databricks’ advanced AI and analytics capabilities means they can move faster, segment smarter, and engage customers more effectively.
Data stored and managed in Databricks is now instantly accessible through Adobe Experience Platform Federated Audience Composition, available for customers of Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer. With this new approach, marketers can create digital experiences in the moment, combining data from across their organization to refine targeting and improve campaign performance. Federated Audience Composition provides expanded access to critical warehouse-based datasets, without data movement or duplication, so that brands have the comprehensive support to manage, create, and enrich high value audiences while using a single system to power experience-driven workflows.
Breaking down silos and scaling personalization.
This partnership creates a seamless ecosystem where marketing teams and data scientists can collaborate effectively. Databricks’ Data Intelligence Platform unifies data storage and machine learning, while the unified insights and real-time capabilities of Adobe Experience Platform provide marketing teams the tools and flexibility to adapt to changing customer needs and deliver personalized customer experiences at scale.
Together, these platforms remove barriers between data and activation, so marketers can focus more on crafting compelling campaigns, delivering personalized journeys, building stronger customer relationships, and driving experience-led growth for their business.
With Adobe Experience Platform, customer experiences can be initiated and elevated in the moment with highly targeted audience segments, real-time activation, and machine learning. From identifying high-value customers to predicting behaviors and optimizing interactions, Adobe and Databricks enable marketers to orchestrate personalized journeys across all channels with data and AI at the center of their activation strategy.
Looking ahead.
As AI evolves, marketers will need to adapt quickly and harness its full potential to thrive in an increasingly competitive landscape. With Adobe and Databricks, the power of data and AI is now within reach — so marketers can drive real results through actionable insights and exceptional customer experiences.
For marketers, the future is bright. This partnership makes it possible to move beyond challenges and embrace opportunities, unlocking transformative value in every interaction.
Please reach out to your Adobe account team to learn more about the Adobe and Databricks partnership.
Stephane Bline is the senior director, product and strategy, for customer journey management at Adobe. With over two decades of experience in digital marketing and building customer journey management solutions, Bline is a dedicated professional in driving transformative customer engagement. He is passionate about enhancing customer experiences and creating solutions that help brands deepen their connections with their audiences through meaningful and impactful interactions.
