**The Gist** At CDP World 2025, Treasure Data presented a vision of “agentic marketing, ” where AI agents operate collectively to augment—not replace—human marketers. This swarm of specialized AI agents performs coordinated, parallel tasks, tailored to marketing workflows. Treasure Data aims to evolve its Customer Data Platform (CDP) from a data repository into an intelligent hub that integrates orchestration and personalization tools amid a consolidating martech landscape. --- **From Tool Sprawl to Intelligent Hubs** Kaz Ohta, CEO of Treasure Data, highlighted a shift: after years of rapid growth, the number of SaaS platforms per enterprise has declined from a peak above 100, signaling the end of tool sprawl fueled by standalone AI tools. Marketing teams now face increased demands—more personalization, orchestration, and efficiency—with fewer resources. Leading martech providers, including Treasure Data, are positioning their CDPs as centralized “intelligent hubs” that unify diverse marketing functions. --- **Treasure Data’s AI Marketing Cloud and Super Agents** Treasure Data unveiled its AI Marketing Cloud, which connects AI capabilities with their CDP core. Chief Product Officer Rafael Flores introduced five AI suites, three immediately available: - Engagement AI Suite for lifecycle marketing - Creative AI Suite for brand and campaigns - Personalization AI Suite for web and digital experiences Future expansions will include Paid Media AI Suite and Service AI Suite, covering performance marketing and customer experience teams. Designed for interoperability, the AI Marketing Cloud supports seamless third-party integrations, balancing the risks of monolithic platforms and fragmented composable tools. This foundation atop the CDP layer emphasizes privacy, permissions, and unified data governance, creating a distinct market advantage. --- **The Many Agents Philosophy** Moving beyond a few broad AI tools, Treasure Data champions a “many agents” approach where numerous specialized AI agents address specific tasks in marketing, customer experience, and service. This complexity mirrors the multifaceted role of marketers. To coordinate this ecosystem, they introduced the Marketing Super Agent—an orchestrator capable of selecting the right AI agent per task. Additionally, clients can create custom AI agents tailored to their unique workflows and campaign needs, emphasizing granular personalization and customization. --- **Implications for Marketers** This agentic framework offers marketers flexible augmentation rather than replacement. Many AI agents assist at various steps, adapting to internal team needs and detailed customer profiles, with the Super Agent managing effective coordination.

Treasure Data’s vision promises a pragmatic, adaptable future for AI-enhanced marketing workflows. Reflecting the trend’s significance, next year’s CDP World conference is renamed “Agentic World, ” underscoring agentic marketing’s central role moving forward. --- **Where CDPs Stand in 2025: CMSWire’s Perspective** Customer Data Platforms have matured into essential enterprise infrastructure, with the market expected to exceed $10 billion by 2029. This growth is propelled by converging needs: omnichannel engagement, AI-driven insights, and increased data privacy requirements. Key trends shaping CDPs include: - Elevated consumer demands for data transparency, pushing vendors to enhance governance, lineage, and data accuracy visibility - The AI wave embedding machine learning into segmentation, predictive scoring, and personalized content delivery Core maturity functions for CDPs encompass: 1. Data capture across multiple channels (web, mobile, CRM, offline, streaming) 2. Data management with unified 360° profiles and consent governance 3. Data analytics with predictive and ML-assisted capabilities 4. Data activation that enables real-time personalized campaigns The CDP market remains crowded, but competitive advantage lies in how seamlessly platforms integrate these functions to convert passive data into active customer intelligence. --- **Treasure Data at a Glance** - **Founded:** 2011 - **Headquarters:** Mountain View, California - **Global Offices:** United States, Japan, South Korea, UK, France - **Product:** Customer Data Cloud (Enterprise CDP) - **Strengths:** Scalable UI, ready integrations, robust data governance - **Challenges:** Limited depth in campaign orchestration, documentation and workflow complexity - **Clients:** Anheuser-Busch InBev, Subaru - **Functionality:** Data capture, management, ML-assisted analytics, activation with real-time personalization --- **Treasure Data’s Role in the CDP Ecosystem** As a consistent enterprise CDP player, Treasure Data excels at unifying data across complex ecosystems with strong governance—appealing to global enterprises. Their mission at CDP World emphasized responsible, scalable real-time personalization powered by AI for predictive modeling and journey optimization. **Strengths:** - Intuitive user interface - Enterprise-scale data unification across cloud and on-premise systems - Advanced compliance and privacy controls **Areas to Watch:** - Campaign orchestration tools may not match specialized platforms’ depth - Learning curve for new users, especially DevOps teams, due to documentation and workflow complexity --- **Conclusion** Treasure Data’s agentic marketing vision, featuring a swarm of adaptive AI agents coordinated by a Super Agent, offers a transformative, scalable approach to marketing technology. Anchoring AI-powered orchestration in their Customer Data Platform, the company addresses tool sprawl challenges and evolving marketer needs—paving the way toward an agentic marketing future that balances innovation with control and customization. With the growing importance of AI and data privacy, Treasure Data stands well-positioned in the evolving CDP market.