The agentic marketing stack starts with the data layer

Agentic marketing leverages AI agents to automate marketing tasks, and this approach requires a robust data foundation as its core component. Databricks discusses how organizations need unified data platforms to enable AI agents to access, process, and act on marketing data effectively. The data layer serves as the critical infrastructure that allows autonomous marketing systems to function with accuracy and at scale.

Source: Databricks | 2026-07-10