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How Databricks’ marketers use data 3x more with Genie, an AI analytics assistant

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  • Databricks built Marge, an AI analytics assistant powered by Genie Agents, on a governed Marketing Lakehouse. It gives marketers trusted answers in seconds through natural-language questions, reducing repetitive analytics requests.
  • Databricks marketers now use data 3x more often in decisions, adoption exceeds 85% of the marketing organization, and the team scaled access to insights without adding analytics headcount.
  • Scaling self-service analytics works best when starting with one high-value use case, defining business context, then validating answers. Embed the assistant into existing workflows and continuously improve it through user feedback.

    • Most marketing teams aspire to be data-driven. In practice, getting a trusted answer, at the moment a decision needs to be made, can still take days. 

    At Databricks, we addressed this challenge by unifying our marketing data in a governed lakehouse and building Marge, our marketing implementation of Genie Agents. Marge lets marketers ask questions in natural language and receive governed answers in seconds.

    The results have changed how our organization works:

  • Marketers use data 3 times more often to make decisions.
  • More than 85% of the marketing organization uses Marge.
  • Usage has grown 50% quarter over quarter.
  • Marge handles more than 800 questions each month and has answered over 5,000 in total.
  • Flagged incorrect responses have decreased by 25% as the system has improved.
  • We have scaled access to insights without adding analytics headcount.

    • These outcomes came from treating conversational analytics as an ongoing product and operating model. We built on governed data, taught Genie our business language, earned trust one use case at a time, and embedded it directly into the way marketers already work.

    I'm Liz Dobbs, Databricks’ AVP of Marketing Technology, and in this video I share a practical playbook on how my team helped the Databricks marketing department use data 3X more often in decisions:

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    September 20, 2026 19:52
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