News Analysis
The Gist
- Agentic marketing arrives. Treasure Data’s CDP World showcased a vision of AI agents working in swarms — augmenting, not replacing, human marketers.
- From tool sprawl to intelligent hubs. As martech stacks consolidate, Treasure Data positions its Customer Data Platform as the intelligent core connecting orchestration and personalization tools.
- The Super Agent era begins. Treasure Data’s new AI Marketing Cloud and Super Agent concept promise flexible, task-specific AI that adapts to each team’s workflow.
LAS VEGAS — At CDP World hosted by Treasure Data this week at the Red Rock Canyon Casino in Las Vegas, attendees were shown a vision of a near future of marketing where human teams are augmented by AI agents. Not one monolithic agent, or even a few, standalone instances, but instead a swarm of many small agents performing many tasks both in coordination and in parallel.
Kaz Ohta, co-founder and CEO of the customer data platform (CDP) provider, opened up Day 2 of the conference talking about how, while the number of martech platforms continues to grow, the number of SaaS platforms per enterprise has actually been decreasing for the last two years from a peak of just over 100 a few years ago. While there are several possible explanations for this that relate to budgets and resources, another way to read this is that we hit peak tool sprawl with the recent explosion of AI-based, standalone tools.
From Tool Sprawl to Unified Marketing Hubs
Now, things are coming back to earth a little, so to speak, and yet marketing teams are tasked with doing more, personalizing and orchestrating more, and all with fewer resources and time to do it. With this as a backdrop, leading martech platforms are increasingly positioning themselves as “hub” in this hub and spoke model. Treasure Data took the opportunity to roll out their vision at CDP World.
While many may think of Treasure Data as purely a customer data platform company, its ambitions to reach beyond that role and into more of the cross-channel orchestration, personalization and other day-to-day activities of marketers were on full display at this two-day conference. This includes its reveal of their AI Marketing Cloud, new marketing AI agents and its preview their Super Agents concept to be available soon.
Let’s look at some of the key takeaways from CDP World 2025.
Table of Contents
- Redefining Traditional Marketing Roles With AI in the Mix
- The 'Many Agents Approach'
- What This All Means for Marketers
- Where CDPs Stand in 2025: CMSWire's Take
- Treasure Data’s Role in the CDP Ecosystem
Redefining Traditional Marketing Roles With AI in the Mix
Any marketer reading this is likely already familiar with the growing role that AI-based tools play in the day-to-day role of marketing. They are most likely also familiar with promises of AI features that in reality may underwhelm, whether by lack of depth of the features themselves, or with lack of interoperability. This may be due to fragmentation from data models that are disconnected, or it could even be a lack of core integration from platforms cobbled together through acquisitions.
Treasure Data’s approach here is to minimize complexity by creating a best of both worlds approach: a marketing cloud with their core customer data platform at the center, yet with an interoperable approach throughout. While much of the talk at CDP World centered on the platform’s integration with other tools within their own ecosystem, the promise of
Inside Treasure Data’s AI Marketing Cloud
Chief Product Officer Rafael Flores took the stage on Day 1 to introduce Treasure Data’s AI Marketing Cloud, which unifies the AI-based tools within the platform into five components, with three available immediately:
- Engagement AI Suite for lifecycle marketers
- Creative AI Suite for brand and campaign marketers
- Personalization AI Suite for web and digital experience marketers
Each is built on top of Treasure Data's customer data platform. In the near future, Future Suites will include Paid Media AI Suite for performance marketers and Service AI Suite for customer experience teams to drive more outsized outcomes from AI Marketing Cloud.
While fully unified with their existing platform, Treasure Data claims that its AI Marketing Cloud remains interoperable with third party platforms by design, falling in a desirable spot between the monoliths that acquire technical debt, and the purely composable options that have a cost of their own: the “integration tax” of too many interdependent components.
Balancing Integration and Composability
This is a potentially valuable spot to be in, and its value becomes more tangible when considering the benefits of building such an agentic ecosystem on top of the customer data layer, with all the permissions, privacy and other considerations built in. There are other considerations, of course, but an agentic ecosystem built on a CDP layer “natively” makes this a differentiator in the market.
Related Article: Customer Data Platforms See Growth, Lack New Players
The 'Many Agents Approach'
It didn’t take long for “agentic” to move from an idea and a buzzword, to a marketing technology investment approach and even a philosophy about the relationship between humans and AI and how they work together. This echoes some of the more compelling agentic visions from the industry where the right tool for the job means taking a more thoughtful approach about tasking specific types of AI with specific tasks and roles.
Acknowledging the need for many points to having a clear understanding of just how complex the role of marketers (as well as customer experience, service and others) has always been.
The Rise of the Marketing Super Agent
Treasure Data’s approach of many agents rather than a handful, also means there is a need for some coordination and orchestration, and even customer education on which to use when. Enter the Marketing Super Agent, which is able to call on the right agent for the job.
Additionally, and further acknowledging the need for hyper customization, Treasure Data is rolling out the ability for customers to create their own agents, built around the very specific needs they have. After all, what two marketing teams approach their campaigns in the exact same way? Again, the theme is granularity when it is needed, and a direct line of sight to critical customer data that makes personalization valuable.
Related Article: Agentic CX and Marketing: The Future of Customer Journeys
What This All Means for Marketers
What this means for marketers is flexibility when it is needed, and an acknowledgement that agentic approaches are the future of marketing and many other disciplines. So much so that next year’s CDP World conference has already been named “Agentic World.”
It also means that marketers don’t get replaced by agents that play outsized roles, but instead have their work augmented at many points and many steps by many agents, all with the ability to tailor to both internal needs as well as granular customer needs. This seems like a more pragmatic approach than assuming a pre-built agent will just work in any given marketing setting. The Marketing Super Agent is also there and able to choose the right agent for the job.
Those of us following all of the AI announcements in the industry this year, have certainly noted the uptick in mentions of “agentic” among the largest as well as many smaller players. Treasure Data’s approach to making its customer data platform central to its agentic approach is both strategic for the platform as well as a potential benefit to brands that continue to struggle with the sprawl of tools, data and other key elements of successful marketing.
Toward an Agentic Future of Marketing
While much can be difficult to predict in our industry, we can be certain that next year’s Agentic World will bring an even more fully realized approach to their vision of an agentic future of marketing. In the meantime, there is plenty to explore.
Where CDPs Stand in 2025: CMSWire's Take
Editor's note: Here's what we're seeing on the evolution of CDPs in 2025 and Treasure Data's impact:
Customer Data Platforms have evolved from martech add-ons into core enterprise infrastructure. The market’s valuation is projected to surpass $10 billion by 2029, driven by the convergence of omnichannel engagement, AI-driven analytics, and stronger data privacy mandates. Organizations are consolidating their stacks and demanding CDPs that can do more than unify data—they must activate insights in real time while maintaining compliance and trust, according to the CMSWire CDP Market Guide for 2025.
Two forces define this year’s landscape. First, rising consumer expectations for data transparency are pushing vendors to make governance, lineage and accuracy visible. Second, the AI wave has transformed analytics and activation, with machine learning models now embedded throughout segmentation, predictive scoring, and personalized content delivery. As a result, CDPs are not just repositories—they are active engines for orchestration and intelligence across the enterprise.
The four core functions defining maturity
- Data capture — ingestion across web, mobile, CRM, offline, and streaming channels.
- Data management — creation of unified 360° profiles with identity resolution and consent governance.
- Data analytics — model-ready environments, ML-assisted insights and predictive audience scoring.
- Data activation — delivery of personalized audiences and automated campaigns across channels.
Industry analysts continue to assess CDPs against these four functions when measuring capability maturity. While the market remains crowded, the differentiator lies in how seamlessly a platform bridges them—turning passive data into active customer intelligence.
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Treasure Data at a glance
| Category | Details |
|---|---|
| Product | Customer Data Cloud (Enterprise CDP) |
| Founded | 2011 |
| Headquarters | Mountain View, California |
| Global presence | United States, Japan, South Korea, United Kingdom, France |
| Core strengths | User interface, scalability, out-of-the-box integrations and strong data governance controls |
| Common pain points | Campaign orchestration depth, documentation and workflow complexity for DevOps users |
| Notable customers | Anheuser-Busch InBev, Subaru |
| Functional coverage | Data capture, management, analytics (ML-assisted) and activation with real-time personalization |
| Ideal fit | Global enterprises requiring governed, model-ready data for omnichannel customer engagement |
Treasure Data’s Role in the CDP Ecosystem
Among enterprise CDPs, Treasure Data has emerged as a consistent player with its Customer Data Cloud offering. Founded in 2011 and headquartered in Mountain View, Calif., the company operates globally with offices in Japan, South Korea, the United Kingdom, and France. Its reputation rests on scalability, governance and the ability to unify data across complex ecosystems—qualities that make it particularly attractive to large enterprises.
At CDP World, Treasure Data emphasized its mission to enable responsible, real-time personalization at scale. The company’s message aligns closely with the market’s direction: transforming customer data into actionable intelligence while maintaining transparency and trust. AI now underpins its analytics and activation layers, supporting predictive modeling and journey optimization across channels.
Strengths Seen in the Field
- Clean, intuitive user interface and strong out-of-the-box functionality.
- Enterprise-scale data unification across cloud and on-prem environments.
- Advanced governance and privacy features supporting compliance frameworks.
Implementation Watch-Outs
- Campaign orchestration tools may lack the depth of specialized journey orchestration platforms.
- Documentation and workflow learning curves can challenge new DevOps teams.
Treasure Data and CDP Market context
According to recent market analyses, Treasure Data’s approach mirrors the consolidation trend: buyers are favoring platforms that can serve both marketing and IT teams, bridging data governance with activation. The company’s customer roster includes Anheuser-Busch InBev and Subaru, signaling deep traction in global enterprise accounts. Its continued investment in AI capabilities positions it well in a market that increasingly values intelligence and interoperability over point-solution complexity.
