Databricks opened CustomerLake Campaign Agents to more customers in Beta and put Profile Agents, its Customer 360 builder, into private preview.

The Gist

Beta arrives. Databricks moved CustomerLake Campaign Agents to Beta and Profile Agents into Private Preview on Oct. 19, 2026, without announcing a general availability date or pricing.

First named results. HP, the Philadelphia Union, Wine.com, Zé Delivery and Getnet by Santander reported faster audience builds and marketer self-service, with HP projecting a potential 40% cut in CDP total cost of ownership.

Rival critiques remain. The Beta answers the private preview jab Tealium made on CMSWire TV in September, while the published results still show daily and micro-batch updates rather than the real-time activation Treasure AI called the deciding gap.

Databricks moved its CustomerLake customer data platform a step closer to general availability on Oct. 19. Campaign Agents is now in Beta, and Profile Agents entered Private Preview.…