Document Version: 2025 (Post-CDP World) Status: Latest Strategic Architecture & Vision Scope: Core Platform, AI Agent Foundry, Super Agent, Native Delivery (ESP/CEP)
In 2025, Treasure Data evolved from a traditional Customer Data Platform (CDP) to the "AI Marketing Cloud." This represents a fundamental shift from a static "System of Record" to an autonomous "System of Intelligence and Action."
A marketing paradigm where humans define the Goals (e.g., "Increase retention by 5%"), and AI Agents autonomously orchestrate tools, analyze data, and execute campaigns to achieve them.
The platform is built on four distinct layers. The AI cannot function without the data foundation below it.
The "Engine Room." Before AI can act, data must be ingested, unified, and managed at scale.
- Collect (Ingestion):
- Aggregates data from offline (POS, CRM) and online (Web, Mobile, IoT) sources.
- Schema-on-Read: Ingests unstructured or semi-structured data without rigid pre-modeling.
- Integrations: 100+ pre-built input connectors.
- Data Workbench:
- A tool for managing databases, creating tables, running queries (Trino/Hive), and managing workflows to transform and prepare data.
- Unify (ID Resolution):
- Identity Stitching: Deterministic and probabilistic linking of fragmented identifiers (cookies, emails, device IDs).
- Canonical ID: A persistent, unique identifier for every customer profile.
- Analyze (Segmentation & ML):
- Audience Studio: Rule-based segmentation interface.
- Predictive Scoring: Native ML for churn risk, purchase propensity, and LTV prediction.
- Activate (Syndication):
- Connectors to push segments/attributes to external channels (Ad platforms, CRMs).
- Definition: The output of the "Unify" stage. A clean, trustworthy, legal-ready customer profile.
- Role in AI: Acts as the "Grounding" source. AI agents query this record to prevent hallucinations.
The governance and execution environment for AI.
- Tech Stack: Amazon Bedrock (Claude 3, Titan, Llama) + RAG (Retrieval-Augmented Generation).
- Key Differentiator: Native access to the Diamond Record allows agents to reason with full customer context.
- Definition: A "Manager" AI that oversees "Small (Specialized) Agents."
- Capabilities:
- Intent Interpretation: Decomposes abstract goals into tasks.
- Delegation: Assigns tasks to specialized agents (e.g., "Audience Agent, find the users," "Creative Agent, write the email").
- Swarm Intelligence: Coordinates multiple agents to complete complex workflows.
Journey Orchestration transforms static customer data into dynamic, ongoing experiences. It moves beyond "Batch & Blast" emails to real-time, state-based interactions.
The central tool within the Engagement AI Suite for mapping and executing customer journeys.
- Visual Canvas: A drag-and-drop interface to design multi-step, multi-channel flows.
- State-Based Logic: Users move through the journey based on real-time triggers (e.g., "Wait 2 days," "If email opened, send X," "If purchase made, exit journey").
- Journey Optimizer Agent: Analyzes active journeys to identify bottlenecks (drop-off points) and suggests structural improvements.
- Next Best Action (NBA): AI determines the optimal branch or content for a user at any given node in the journey.
This suite allows Treasure Data to function as a full Customer Engagement Platform (CEP) and ESP, replacing the need for external marketing automation tools.
- Native Channel Delivery (Built-in ESP/CEP):
- Direct Sending: TD can now directly send messages without relying on 3rd party integrations (like Mailchimp, Braze, or SFMC).
- Supported Channels:
- Email: High-volume email sending with built-in deliverability management.
- Mobile Push: Native push notifications for iOS and Android apps.
- In-App Messaging: Overlays and messages inside mobile applications.
- SMS: Text messaging capabilities.
- Audience Agent: "Text-to-SQL" capability. Marketers describe a target group in natural language, and the agent generates the segment.
- Real-time Triggers: Instant execution based on live behavioral signals (e.g., cart abandonment, page view).
- ROI Reporting Agent: Uses Multi-Touch Attribution (MTA) to analyze channel performance and answer questions like "Which campaign drove the most revenue?"
- Generation Agents: Produces subject lines, body copy, and images tailored to the specific audience segment.
- Brand Guideline Agent: The "Guardrail." Reviews all AI-generated content against uploaded brand rules (tone of voice, hex codes, forbidden terms) to ensure safety.
- Image Remix Agent: Automatically resizes and reformats visual assets for different channels.
- Personalization API: Delivers decisions to edge devices (Web/App) in milliseconds.
- Profiles API: Allows external systems to look up customer attributes in real-time.
| Feature | Marketing Copilot | Marketing Super Agent |
|---|---|---|
| Role | Assistant (Co-pilot) | Manager (Supervisor) |
| Mode | Reactive (Waits for user prompts) | Proactive (Autonomous execution) |
| Scope | Single Task (e.g., "Help me write SQL") | Full Workflow (Plan → Create → Execute) |
- Vs. Monolithic Clouds: TD prevents data silos by keeping the CDP as the central brain.
- Vs. Composable Data Stacks: TD reduces the "Integration Tax."
- Transformation: TD has transitioned from CDP (Data only) to CDP + CEP (Data + Engagement). This allows for "No Compute Pricing" models and consolidated vendor stacks.
- Vendor Consolidation (TCO Reduction): Companies can retire separate ESPs and Marketing Automation tools, running everything from the CDP data foundation.
- 3x Faster Time-to-Market: Agents automate the "wait time" between data extraction, creative production, and approval.
- Governance & Trust: "Zero Hallucination" approach by grounding all AI outputs in the Diamond Record.
Use these mappings when navigating the products/ directory structure.
| Product Name | Directory Key (products/[key]) | Notes |
|---|---|---|
| AI Agent Foundry | customer-data-platform/ai-agent-foundry | Contains Agents, Foundry Workspace |
| Audience Studio | customer-data-platform/audience-studio | Segmentation, Activation |
| Data Workbench | customer-data-platform/data-workbench | Manage databases, create tables, run powerful queries and manage workflows |
| Integration Hub | customer-data-platform/integration-hub | Connectors |
| ID Unification | customer-data-platform/id-unification | Identity resolution |
| Journey Orchestration | customer-data-platform/journey-orchestration | Visual journey builder |
| Treasure AutoML | customer-data-platform/machine-learning/automl | No-code ML |
| Precision ML | customer-data-platform/machine-learning/precision-ml | Custom ML (Python) |
| Treasure Insights | customer-data-platform/treasure-insights | Reporting/Dashboarding |
| Job Management | customer-data-platform/job-management | Jobs monitoring |
| Engage Studio | marketing-cloud/engage-studio | Email, Push, SMS (Native Delivery) |
| Control Panel | control-panel | Admin settings |
Be careful to use the New terminology in all current documentation.
| Old Term / Concept | New Term / Concept | Context of Change |
|---|---|---|
| CDP (Customer Data Platform) | AI Marketing Cloud (Platform Level) | Platform evolution from Data-only to Data + AI + Action. |
| Email Marketing | Native Channel Delivery | Now includes Email, Push, In-App, SMS natively. |