---
title: "Feeding the Agents"
id: "97544"
type: "resource"
slug: "feeding-the-agents"
published_at: "2026-10-11T19:54:04+00:00"
modified_at: "2026-10-11T19:54:04+00:00"
url: "https://tealium.com/resource/video/feeding-the-agents/"
markdown_url: "https://tealium.com/resource/video/feeding-the-agents.md"
taxonomy_resource_type:
  - "Video"
  - "Webinar"
taxonomy_product:
  - "CloudStream™"
taxonomy_topic:
  - "Data Layer"
  - "Data Orchestration"
  - "Data Orchestration & Enrichment"
---

Webinar

Video

# Data Cloud Week: Feeding the Agents

## Marketing’s new data foundation – Tealium + Databricks, better together Jake LaDuke, Global GTM lead - Media, Entertainment & Advertising @ Databricks

Pick up a Truman and move him around.Pause wandering

Discover how combining Tealium and Databricks creates a modern, unified data foundation to power AI transformation. As AI agents become central to customer engagement, traditional bottlenecks have shifted from model capabilities to data quality and enterprise context. This session explores the 4 C’s framework for building a scalable AI strategy and showcases real-world results from organizations using unified data architecture to drive impactful marketing and operational outcomes.

## Key Learning Points

- **The Shift to the Agentic Era:** AI workload usage is growing rapidly, with customer experience and engagement serving as primary use cases. However, low scaling rates stem mainly from issues with governance and poor data quality rather than budget or talent limitations.
- **The “4 C’s” Framework for AI Transformation:**
  - **Context:** Overcome slow query times and poor search results by connecting live, consented, real-time data to unified context models.
  - **Control:** Ensure privacy and compliance by enforcing consent management, access controls, and full data traceability throughout the pipeline.
  - **Cost:** Avoid expensive token usage and redundant data storage by adopting direct lakehouse architectures and serverless processing.
  - **Choice:** Stay agile and prevent vendor lock-in with open-source foundations, multi-cloud flexibility, and open integrations.

- **Unlocking Composable Marketing:** Learn how open architectural foundations empower teams to perform predictive customer scoring, real-time audience enrichment, closed-loop analytics, and automated personalization without waiting on continuous engineering requests.
- **Proven Enterprise Results:** Examine real case studies demonstrating how an integrated data ecosystem drives measurable business metrics:
  - **Higher Education:** Achieving higher student application rates (+22%), lower drop rates (-15%), and optimized ad spend through unified profile streaming.
  - **Retail & Loyalty:** Scaling personalized messaging (sending over 4 billion emails annually) and boosting service engagement through AI decisioning.

## Featured Resources [Powered by Tealium](https://tealium.com/blog/teal-on-teal/how-we-used-our-own-stack-to-personalize-tealium-com/?db_surface=web&db_slot=0)

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