There’s no better place to bet big on possibilities than Las Vegas. That’s what Treasure Data is doing this week at CDP World 2025, a global forum designed to help every CX and data-driven team use AI agents and customer data to scale real-time personalized experiences, boost marketing outcomes, and reduce costs.

The free event, which is hosted by Treasure Data at Red Rock Resort from October 28-29, offers two days of immersive programming and networking with hundreds of leaders and their teams, with a focus on harnessing the power of customer data and AI agents.

With a packed agenda and great speakers from notable brands like Universal, Yum! Brands, and Hilton, attendees are gleaning actionable insights around agentic AI, data, and innovation – helping them drive global growth.

A collage of several people on stage

AI-generated content may be incorrect.

CDP World. Source: Treasure Data

I’ve been talking to a lot of CDPs over the last year, and the mood has varied. While consolidation by DXPs has been a fortuitous exit for some players, the pure-play vendors have been repositioning their value around the agentic frontier – and I’ve been predicting some “reimagining” of the space.

Treasure Data is a platform I’ve been paying close attention to, and they’ve clearly been reimaging what’s next. I connected with co-founder and CEO Kaz Ohta back in August, just as the company was introducing its “No Compute” model for delivering more predictable pricing with its hybrid CDP architecture.

I like a lot of things about this platform, specifically how they’re enabling choice with their Complete and Composable modes and actively addressing the friction around cost. This is where innovation is making a critical difference.

“Our hybrid architecture blends historical depth with live behavioral data for sub-second personalization, all in a no-code, self-service environment for marketing teams,” Ohta explained. “It’s about giving marketers the speed, insight, and freedom to act on every moment of opportunity without budget surprises.”

During today’s CDP World session, Treasure Data announced the launch and general availability of its Treasure Data AI Marketing Cloud. More than just a product, it represents a sort of tipping point for the company, marking an evolution from a CDP pioneer to an AI-native marketing cloud built on a single, trusted data foundation to unify intelligence, cross-channel orchestration, and real-time personalization.

What does it do? At its core, AI Marketing Cloud is an engine, promising to supercharge a marketing team’s capacity to deliver hyper-personalized experiences across every channel. At the same time, it’s delivering that now-patented Treasure Data promise of lowering TCO by streamlining the dependency on multiple marketing and data tools, and driving growth through relevant engagement and AI decisioning.

“Treasure Data AI Marketing Cloud is built on the world’s most trusted customer data foundation,” said Ohta, “helping brands turn data into intelligence, intelligence into engagement, and engagement into measurable growth and guaranteed ROI.”

Reinventing the ‘marketing cloud’ with AI

One of the big challenges with comprehensive marketing clouds is the lack of cohesion. Vendors like Salesforce have assembled a massive ecosystem through acquisition, yielding a toolset that’s often complex and even convoluted. Just ask Pardot users about the experience – it was anything but smooth.

For these reasons, marketing clouds have fallen short of expectations. They’ve certainly promised a vision of seamless orchestration and personalized customer experiences, but delivered a lot more complexity and a lack of seamless ecosystem interoperability. This latent fragmentation of disconnected data models, inconsistent customer profiles, and unpredictable costs has put pressure on performance.

I also spoke to Ohta about the challenge that DXPs have with acquired CDPs, particularly large-scale enterprise players that are focused on integrating a critical data layer to help power their aspirations as a content marketing cloud. As he said, players like Adobe, Acquia, and Optimizely take a different approach by bundling CDPs in their stack – and in his view, it’s not delivering.

“We see many failed implementations of their CDP, just because leading DXPs mostly acquired their CDPs as a bolt-on solution,” he explained. “They are not really integrated. While I see the vision of DXPs, the execution of DXPs are poor: They, in reality, are Frankenstein stacks and a collection of different businesses – and that’s why buyers are not happy with them.”

Unfortunately, AI is exacerbating the problem across the board. According to Treasure Data, the problem is an overwhelming dependence on memory, anchored in clean, unified first-party data. When that’s missing, there’s a cascading failure as generative and predictive automation becomes generic, personalization falls apart, and ROI comes up short.

But this is where Treasure Data’s AI Marketing Cloud is delivering its differentiated value. Unlike stitched-together clouds, it’s AI-native, embedded from the ground up with Treasure Data’s Intelligent CDP – and not bolted on as an afterthought.

Composability is key, and while AI Marketing Cloud is a fully unified solution, it’s interoperable in all the right dimensions. Enterprises can extend it with their preferred tools and ecosystems, connecting seamlessly with data warehouses, analytics platforms, and activation partners. Armed with this hybrid flexibility, customers are empowered with choice and control, avoiding lock-in while gaining the power of a unified, intelligent data foundation.

AI Marketing Cloud: Purpose-built for marketers

According to Treasure Data, AI Marketing Cloud unifies all of Treasure Data’s AI Suites, which are designed for marketing professionals at every level. The AI Suites are powered by agents developed in Treasure Data’s AI Agent Foundry.

It’s worth noting that every AI Suite operates directly on Treasure Data’s Diamond Record, which provides a persistent, real-time customer ID that connects every tool, channel, and data stream. The Diamond Record aids in targeting, streamlining analytics, and powering high-performing AI with one embeddable identity that works across your entire tech stack – giving you a complete, trusted view of every customer so you can predict and personalize with precision.

AI Marketing Cloud includes a number of core capabilities, starting with its Engagement AI Suite for lifecycle marketers. With this toolset, lifecycle teams can orchestrate timely, personalized journeys that drive retention and growth.

Engagement AI Suite contains features like Engage Studio, which offers intuitive, drag-and-drop orchestration for campaigns across email, SMS, and mobile. It also offers Real-time Triggers, AI Signals to detect intent and analyze RFM, and an ROI Reporting Agent to gauge performance.

“We’re excited to be part of Treasure Data’s vision in launching the AI Marketing Cloud as one of the early adopters of the Engagement AI Suite and AI Agent Foundry," said Elsa Vences, Data & Personalization Manager at Nestlé. "This partnership is helping us unify our data, empower our teams with AI, and deliver more connected consumer experiences across our brands.”

The Creative AI Suite is a slick addition to the toolbox, empowering marketers to generate on-brand creative assets and campaign storytelling with generative AI, accelerating production of personalized content. It offers several cool agents that can automate marketing-level tasks, including Email Text, Image Generation, Brand Guidelines, Background Removal, and even an Image Remix Agent to produce visuals that align with an individual’s tastes.

Finally, the new Personalization AI Suite delivers real-time web personalization, combining AI-driven signals with historical first-party data to help digital marketers optimize experiences and lift conversions. It features Personalization API Calls and Real-time Triggers that enable teams to provide localized information to website visitors, serve dynamic home page and category pages, and include personalized cross-sells at checkout.

According to Treasure Data, there’s more on the roadmap, including a Paid Media AI Suite for performance marketers and a Service AI Suite for CX teams to drive more outsized outcomes from AI Marketing Cloud.

Expanding the agentic ecosystem with Agent Hub

AI has been the central catalyst for Treasure Data’s accelerated transformation, as reflected by the launch of its AI Marketing Cloud. But the agentic frontier runs along that same vector, so it’s not surprising that the company also announced its new Treasure Data Agent Hub, a catalog of AI agents purpose-built to enhance customer experience across marketing, CX, service, data, and commerce teams.

What’s nice about Treasure Data’s Agent Hub is the ability to combine ready-to-use agents with customizable “blueprints.” This gives enterprises a significant competitive advantage, allowing them to safely build, deploy, and optimize AI that’s deeply connected to their own customer truth.

“Unlike generic agent platforms or open foundries, every agent in Agent Hub is built directly on top of Treasure Data’s Intelligent CDP, giving every agent access to identity-resolved, governed, and real-time customer data,” said Rafa Flores, Chief Product Officer of Treasure Data. “This foundation ensures that agents act with true context and precision, driving personalization, engagement, and operational efficiency at scale.”

Why it matters

As I’ve already said, this shift in CDP has been building – and Treasure Data is going all-in with its bold proclamation as an AI Marketing Cloud. That said, it’s now presenting itself as a challenger in that space, and betting big on its fully-integrated AI posture as a disruptive advantage.

I’m not suggesting that CDP is disappearing from the landscape. It’s still at the heart of what’s powering Treasure Data’s solutions. But the category is transforming – and that shift will manifest in different ways. Given Treasure Data’s investment in AI capabilities to energize its core capabilities, its evolution into a marketing cloud is logical, and builds on the efficiencies within its platform ecosystem.

Obviously, the buying drivers are somewhat different, but data is the key here. Enterprises are looking to streamline and consolidate their stacks and unify intelligence, cross-channel orchestration, and real-time personalization – and they now have another choice that brings composable attributes to the equation while providing a holistic, comprehensive platform play.

While the news surrounding AI Marketing Cloud is big, Treasure Data’s Agent Hub is also a momentum-building revelation that expands its scope into the agentic realm. I expect more innovation to come in the way of expanded agents and features, and I suspect that we’ll see agent-to-agent capabilities that extend the automation and overall potential beyond the current architecture.

As part of its rollout, Treasure Data has some special offers you can take advantage of, including 60-day access and free expert-led AI Workshops and an expanded Trade-Up program for ESP/CEP replacements. You can learn more about these programs on their website.

Las Vegas stakes aside, Treasure Data is a winner. If you’re evaluating CDPs and marketing cloud solutions, this is one bet you’ll want to consider.

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At CDP World 2025, Treasure Data Signals an Evolution from CDP to AI Marketing Cloud