---
title: "Bridging data science and marketing: Databricks unveils Delta Sharing integration for Adobe Experience Platform and agentic marketing workflows"
description: "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."
---

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

[Databricks](https://yomu.fyi/company/databricks) · Justin Fenton, Dan Zuckerberg, Katy Yuan · Apr 20, 2026

**Type:** Announcement

## 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.

## Context

Marketing intelligence in Databricks and campaign execution in Adobe Experience Platform were separated by pipelines, exports, duplication, latency, and governance risks. The source identifies a need to activate governed data directly in real time while helping marketing and technical teams reduce infrastructure costs and accelerate access to customer context.

## Approach / What changed

The partnership adds Delta Sharing as an Experience Platform source, with Unity Catalog governing shared tables and views that appear as virtual tables. It also connects Databricks Genie and Adobe Marketing Agent through MCP, enabling bidirectional natural-language access to data, models, campaign metrics, SQL Warehouses, and Model Serving endpoints. An Adobe Marketing Agent beta is planned for the Databricks Marketplace.

## Takeaways

- Experience Platform can act as a native Delta Sharing recipient, querying live Databricks data through Adobe Data Distiller without moving underlying records.
- MCP enables Adobe and Databricks agents to discover governed datasets and use tools such as SQL Warehouses and Model Serving endpoints across platforms.
- The proposed workflows support audience activation, campaign-performance analysis, closed-loop attribution, and model retraining while reducing duplication, egress, and lineage risks.

**Tags:** [AI Agents](https://yomu.fyi/topic/ai-agents), [Data Governance](https://yomu.fyi/topic/data-governance), [Delta Sharing](https://yomu.fyi/topic/delta-sharing), [Lakehouse](https://yomu.fyi/topic/lakehouse), [MCP](https://yomu.fyi/topic/mcp)

- Source: [Databricks](https://www.databricks.com/blog/adobe-databricks-delta-sharing-agentic-marketing)
- Source URL: https://www.databricks.com/blog/adobe-databricks-delta-sharing-agentic-marketing
- Ingested by Yomu: 2026-08-31T03:42:24.603Z

[Read original post](https://www.databricks.com/blog/adobe-databricks-delta-sharing-agentic-marketing)