Bridging data science and marketing: Databricks unveils Delta Sharing integration for Adobe Experience Platform and agentic marketing workflows

Summary

Databricks and Adobe announce three partnership milestones aimed at connecting governed Lakehouse data with marketing activation in Adobe Experience Platform. The changes include Delta Sharing support for zero-copy access, a Databricks Genie connection to Adobe Marketing Agent through Model Context Protocol (MCP), and an upcoming Adobe Marketing Agent beta for the Databricks Marketplace. Using Unity Catalog as the source, Experience Platform can access shared tables and views as virtual tables, while Adobe Data Distiller queries live Databricks data without copying underlying records. Through MCP, agents in both platforms can use governed datasets, metadata, models, campaign metrics, SQL Warehouses, and Model Serving endpoints with natural-language interactions. The stated outcome is a shared, real-time context for audience creation, campaign analysis, closed-loop attribution, and model improvement, while reducing data movement, duplication, latency, egress, and governance overhead.

Takeaways

1. 1

   Experience Platform can act as a native Delta Sharing recipient, querying live Databricks data through Adobe Data Distiller without moving underlying records.

2. 2

   MCP enables Adobe and Databricks agents to discover governed datasets and use tools such as SQL Warehouses and Model Serving endpoints across platforms.

3. 3

   The proposed workflows support audience activation, campaign-performance analysis, closed-loop attribution, and model retraining while reducing duplication, egress, and lineage risks.