In The Forrester Wave™: Customer Data Platforms For B2C, Q3 2026, Treasure AI received the highest possible score, 5.00, in both Vision, and Data Governance and Storage. These results highlight Treasure AI’s enterprise CDP foundation and its approach to helping organizations unify customer data, manage identity and consent, and provide trusted context for real-time decisions.
As AI agents reshape marketing, Treasure AI combines governed customer intelligence with journey orchestration, personalization, and cross-channel execution. The platform helps marketers move beyond fragmented data and manual workflows, enabling AI agents to analyze customer signals and execute timely, relevant experiences at scale while teams retain control over strategy, creativity, and governance
When Customer Data Platforms (CDPs) first emerged, critics dismissed them as glorified Customer Relationship Management (CRM) systems or redundant data warehouses. They missed the bigger picture: static customer records weren't enough to power real-time personalized experiences. History proved us right, and first-party data unification became foundational to modern customer engagement.
Today, history is repeating itself. As enterprises scramble to adopt AI and deploy AI agents, people are once again wondering where the CDP fits. The answer is clearer than ever: the CDP is the vital Context Layer for Agentic Marketing.
We define Agentic Marketing as the use of AI agents to handle large-scale data analysis and cross-channel execution, while human marketers provide strategy, creative direction, and guardrails.
Treasure AI is building a human-led, customer-first Agentic Experience Platform. The value of our CDP goes beyond collecting and storing customer records. It provides governed, trusted context for real-time decisions by people and AI agents.
In The Forrester Wave™: Customer Data Platforms For B2C, Q3 2026, Treasure AI received the highest possible score of 5.00 in Vision, and Data Governance and Storage. We see this as reinforcing the strength of our CDP foundation, strategy, and vision for agentic marketing.
The Forrester Wave notes:
“Treasure AI is a good fit for organizations that require consistently strong CDP functionality across data handling, analysis, targeting, and orchestration and that are ready to adopt agentic marketing capabilities.”
This recognition arrives at a pivotal moment. Treasure AI combines the trusted foundation of an enterprise CDP with the execution model of an Agentic Experience Platform, helping teams deliver more relevant, timely, and connected customer experiences.
Customer expectations have risen, and the bar for loyalty is higher than ever. Generic coupons and irrelevant offers are no longer enough. Customers expect brands to recognize their needs and engage when the moment is right. To earn loyalty, brands must evolve how they use data, AI, and marketing orchestration.
That means our CDP can no longer be just a marketing data layer. It must make trusted identity, consent, behavior, intent, and business logic available wherever decisions are made across the customer journey.
An AI agent is only as useful and safe as the context and controls around it. Without the ability to verify consent or access current profile information, AI can create risk instead of value.
When a customer gets an irrelevant email, a generic coupon, or three conflicting promotional texts in a single day, they rarely stop to think about the backend infrastructure. They just register it as spam.
What customers see as "bad marketing" often has a data unification problem behind it.
This is the opportunity behind our recently announced partnership with RAJ Sports, owner of the Portland Thorns (NWSL) and Portland Fire (WNBA). Using unified profiles and real-time orchestration, RAJ Sports can eliminate fragmented data silos, respect fan consent, and deliver personalized, in-the-moment fan experiences. Anchoring our agentic capabilities on this foundation gives AI agents governed, real-time context.
True personalization isn't about reaching everyone with more messages. It’s about reaching the right person with the right story at the exact right moment. That requires clean data, trusted governance, and an agentic framework built for speed.
AI is shifting marketing in ways customers may not expect. The goal is not to blast customers with more automated content. It is to use clean, trusted data to deliver fewer, better messages.
Trying to replicate this foundation through data warehouse architectures or in-house systems can overlook the deep domain expertise and operational rigor built into a mature CDP. These capabilities range from sub-second identity resolution to real-time, governed consent management. Without this operational core, AI simply scales the underlying problem of bad data.
But when agentic capabilities are built on a solid, domain-tested context layer, personalization becomes seamless and customers feel respected.
Brands that continue flooding customers with irrelevant messages will ultimately lose. Those that leverage clean data and deep CDP domain expertise to deliver relevant experiences at the right moment will be best positioned to lead the future of Agentic Marketing.
Agentic Marketing is not about replacing marketers. It gives them trusted context, intelligent systems, and governed AI so they can focus on strategy and creativity while agents handle the scale and speed of execution.
Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. This report is part of a broader collection of Forrester resources, including interactive models, frameworks, tools, data, and access to analyst guidance. For more information, read about Forrester’s objectivity here .
