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Research Report
Business Leaders CX Report: What’s Working and What’s Not in AI-Driven CX
The Gist
- AI-native evolution. Treasure Data rebrands as Treasure AI with agentic CX platform.
- Conversational workspace. Treasure AI Studio lets marketing teams drive outcomes via chat.
- Brand impact. Enterprise marketers gain faster, more automated customer engagement and cost reduction potential.
Goodbye, Treasure Data. Hello Treasure AI.
The CDP provider rebranded, leaving the data ship for the AI ship on April 20, launching an agentic experience platform that positions the customer data platform vendor squarely in the AI automation race.
This move likely puts it in direct competition with Salesforce Marketing Cloud and Adobe's data and marketing suites.
The centerpiece is Treasure AI Studio, a conversational workspace available across web, mobile, desktop and command-line interfaces. According to company officials, the platform aims to replace manual workflows and fragmented martech stacks with governed AI agents that sense customer signals, select channels and orchestrate engagement in real time. The company claims brands can achieve "10x ROI in 10 minutes" and reduce costs by up to 50%.
"For over a decade, we've been the trusted data foundation for the world's top brands," said Kaz Ohta, CEO and co-founder of Treasure AI. "That doesn't change, but our charter has expanded to help them better compete in the age of AI — from providing software that humans operate to delivering outcomes that governed AI agents execute, guided by the teams that know their customers best."
The rebrand reflects a broader strategic shift the company has been executing over the past year. Treasure Data launched its AI Marketing Cloud in October 2025, introduced its Marketing Super Agent in January 2026 and released Treasure Code — an AI-native command-line interface for CDP operations — in February 2026. The transition to Treasure AI formalizes that evolution from a CDP vendor to what the company describes as a fully agentic platform.
Treasure Data offers an AI-driven CDP aimed at enterprise marketing and data leaders. Founded in 2011 and headquartered in Mountain View, Calif., the company targets large-scale businesses seeking to unify and activate customer data across channels. It serves industries such as e-commerce, retail, consumer goods, media, travel and entertainment.
Table of Contents
- What Treasure AI Studio Does
- The Competitive Framing for an AI Rebrand
- A Customer Perspective
- What CX Leaders Should Watch
- Treasure AI Platform & Feature Breakdown
- Treasure AI Momentum and Hires
- Agentic AI in Context
What Treasure AI Studio Does
Treasure AI Studio serves as the primary interface for the platform's agentic capabilities. Marketing and data teams can upload documents or issue plain-language instructions — such as building audience segments, mapping customer journeys, or identifying drop-off points in onboarding flows — and the system translates those inputs into actions executed against a brand's first-party data in the underlying Intelligent CDP.
The company says every AI decision within Studio produces visible, reviewable output before any activation occurs. According to the press release, the platform includes lifecycle governance, hallucination prevention and compliance controls built into each AI agent.
Treasure AI Studio includes more than 50 pre-built skills covering SQL and queries, real-time CDP operations, segments and audiences, journeys and campaigns, workflows and pipelines, SDKs and integrations, AI agents, data governance, documentation, and analysis and dashboards.
Studio is available now to existing Treasure AI customers at no additional access cost. Usage is billed through AI Credits, with the company saying each credit now unlocks 600 Studio conversations — a 6x increase over the previous rate.
The Competitive Framing for an AI Rebrand
Ohta positioned the rebrand as a response to what the company characterizes as the failure of legacy marketing cloud architectures.
Chief Product Officer Rafa Flores echoed that framing, arguing that legacy marketing clouds have not delivered on the promise of AI integration. "Where legacy marketing clouds have failed, Treasure AI is stepping up with the AI-native approach this market demands," Flores said. The company claims its platform can help brands reduce costs by up to 50% — an unverified, self-reported figure.
Flores is himself notable in the rebrand story: a returning executive who rejoined Treasure Data about a year ago after previously helping take the company through its 2018 acquisition. The company says Flores led the platform's transition from SaaS to AI-native in roughly 12 months.
A Customer Perspective
Sachin Shroff, vice president of CRM, Loyalty and Marketing Technology at Michaels, offered an early assessment. "We are using Treasure AI's agentic solutions on top of our CDP investments to bring in customer insights that can be actionable, and so far we are excited about the results," Shroff said. "We are looking forward to using more from Treasure AI as we continue our journey of becoming AI-native."
Shroff's framing — using agentic solutions layered on top of existing CDP investments — is notable for CX leaders considering similar paths. It suggests Treasure AI is positioning its agentic layer as complementary to, not a wholesale replacement of, existing data infrastructure.
What CX Leaders Should Watch
The Treasure AI rebrand is the latest signal that the CDP market's center of gravity is shifting. The company has been telegraphing this move for months: it renamed its flagship annual conference from CDP World to Agentic World, scheduled for October 2026 in Miami.
For CX practitioners evaluating agentic platforms, a few considerations stand out. Treasure AI's pitch rests on the quality of its underlying data foundation — the argument being that AI agents are only as reliable as the customer data they operate on. The company's Intelligent CDP and Diamond Record identity resolution framework are positioned as that foundation. Whether that architecture holds up under enterprise-scale scrutiny, and how it compares to the data clouds Salesforce and Adobe have built over years of acquisitions, remains a live question for buyers.
The company is also still hiring engineers — a detail worth noting for teams that might assume an AI-native platform reduces the need for technical staff.
And isn't it ironic? CDPs were a standout in the marketing technology stack for years. Now there is a significant pivot away from that here, at least in branding.
Treasure AI will host a live session on May 5 covering the platform announcement in more detail.
Treasure AI Platform & Feature Breakdown
Treasure AI Studio anchors the new platform, offering marketing and data teams a chat-based interface to build segments, launch campaigns and activate customer journeys.
| Capability | Description |
|---|---|
| Treasure AI Studio | Conversational workspace for marketing and data teams across web, mobile and desktop |
| Agentic experience platform | Coordinates users, AI agents and activations for always-on marketing |
| 50+ pre-built skills | Operational modules spanning CDP, segments, journeys, governance and analytics |
| Governed AI agents | Lifecycle governance, hallucination prevention and compliance controls |
| Usage-based AI Credits | Each credit unlocks 600 Studio conversations — a claimed 6x increase |
Treasure AI Momentum and Hires
Treasure AI advanced its AI strategy throughout 2025 and into early 2026. In April 2025, the company appointed Rafael Flores as chief product officer. Forrester named it a Strong Performer in its B2B CDP Wave in August 2025.
At CDP World in October 2025, Treasure AI unveiled its AI Marketing Cloud and previewed its "Super Agent" concept — a multi-agent AI system designed to augment marketing teams. In January 2026, the company launched Marketing Super Agent, handling audience intelligence, strategy, creative, activation and real-time optimization.
Agentic AI in Context
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Autonomous Orchestration & Real-Time Engagement
Unlike traditional chatbots or copilots, agentic platforms observe customer journeys in real time, adapt strategies dynamically and address issues before they escalate. These systems plan, reason and act across multiple tools with minimal human guidance.
Measurable Productivity Gains & ROI
Organizations implementing autonomous AI systems reported 28% improvement in issue resolution time and 19% increases in first-contact resolution rates. AI agents resolve up to 40% of inquiries across chat, email, voice and WhatsApp.
Gartner predicted that by 2029, agentic AI will independently handle 80% of routine customer service inquiries, cutting operational costs by 30%.
Market Trajectory & Enterprise Adoption
The conversational AI market is accelerating toward $50 billion, with enterprise conversational AI projected to grow 192% by 2031. Deloitte projected that 25% of generative AI-using companies would begin testing agentic AI through pilots in 2025, rising to 50% by 2027.
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