Why Identity Is the Missing Link in AI-Powered Customer Experiences

Customer identity is more than a profile — it’s a foundation.

I recently chatted with Marc Sabatini at Databricks’ Data + AI Summit to unpack why identity resolution is fast becoming the backbone of effective marketing strategies.

Marc introduced me to the concept of the “Identity Spine” — a unified thread that connects all customer interactions and behaviors. In a world of rising privacy expectations and the fall of third-party cookies, this kind of consistency is more valuable than ever.

We dug into:

- How a strong Identity Spine helps unify customer data and drive real ROI

- Why so many transformation projects stall, and what it takes to get them back on track

- What it means to actually activate identity across an enterprise, not just store it

- Emerging martech trends for the next 12–18 months — and how Data Axle is preparing for what’s next

Great perspective from someone who’s seen the strategy behind the buzzwords. Watch the full interview here

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