Observed Signal · Oct 9, 2026 · Product Launch · Source: Adweek · Impact: 3/5 · Sentiment: Positive
Treasure AI Launches Agentic Marketing Products
At Agentic World 2026 in Miami (Oct 5-7), Treasure AI (formerly Treasure Data) unveiled agentic marketing products, including Digital Workers, governed AI teammates that operate 24/7 within marketing workflows, and Personalization Studio for real-time website personalization. The company also introduced Engagement-Based Pricing for email, shifting from cost-per-send to cost-per-click, and announced AI signals for its Intelligent CDP. Over 500 enterprise marketing leaders attended, with keynotes by CPO Rafa Flores and Daymond John. Treasure AI presented its 2026 Customer Awards, recognized for its Nestlé work, and emphasized AI safety with guardrails and human oversight in AI-driven workflows.
Treasure AI's launch of agentic marketing products and new pricing model signals a shift toward AI-driven automation in marketing, relevant for AdTech and MarTech industries.
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Key Takeaways & Evidence Grounding
- Treasure AI launched Digital Worker, a governed AI teammate for marketing automation, and Personalization Studio for real-time website personalization.
- Treasure AI introduced Engagement-Based Pricing for email, shifting from cost-per-email to cost-per-click.
- Treasure AI announced AI signals for its Intelligent CDP.
- Over 500 enterprise marketing leaders attended Agentic World 2026 in Miami, featuring keynotes by Rafa Flores and Daymond John.
- Treasure AI recognized top customers with its 2026 Customer Awards and was nominated for AI awards for its work with Nestlé.
Connected Companies & Entities
2 Entities mapped“Treasure AI (formerly Treasure Data) hosted Agentic World 2026 and unveiled new products.”
“The OMMA Awards nominated Treasure AI for their work with Nestlé.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Treasure AI Launches Personalization Studio, New Pricing Model
Treasure AI announced Personalization Studio, a marketer-facing UI for building and managing real-time website personalization campaigns. The tool leverages the company's unified customer data and real-time decisioning, part of its Agentic Experience Platform (AEP). Personalization Studio aims to reduce marketers' dependence on technical teams by enabling campaign setup in about 10 minutes. The announcement was made at the Agentic World 2026 conference. Concurrently, Treasure AI introduced an engagement-based pricing model for email, tying costs to customer actions such as clicks rather than message volume. This move reflects a broader industry trend among martech vendors adapting pricing to AI-driven capabilities. Chief Product Officer Rafa Flores highlighted the bet on click-through rates, underscoring confidence in the platform's intelligence.
Treasure AI Adds Agentic CDP Features; CPO Uses ML for Epilepsy
Rafa Flores, who first joined Treasure Data in 2016 and returned in 2025 as chief product and growth officer, discussed the company’s rebrand to Treasure AI and its shift toward an “intelligent” customer data platform. Treasure AI has introduced an omnichannel orchestration product, Engagement AI Suite, and a parent orchestrator called Treasure AI studio that embeds an "AI agent foundry" to build and run campaigns in plain English. Flores led efforts to design secure AI workflows and multi-channel delivery. Separately, Flores developed a personal machine-learning model (not an LLM) to predict his seizure risk by analyzing his notes and signals, producing risk indicators and phone alerts to help him manage epilepsy.
Treasure AI Named Leader in 2026 IDC MarketScape
Treasure AI, an agentic experience platform for enterprise brands, has been recognized as a Leader in the 2026 IDC MarketScape for Worldwide AI-Enabled Customer Data Platforms for both B2C and B2B, and has achieved Snowflake Ready Technology Validation. The IDC recognition highlights Treasure AI's strengths in hybrid deployment, AI agent-based workflow automation, account-centric data models, and predictive scoring. Concurrently, Treasure AI launched Composable Audience Studio (CAS), featuring zero-copy audience activation via Live Connect, self-service segmentation on Snowflake compute, and end-to-end governance, eliminating data duplication and reverse-ETL. Executives Rafa Flores and Kaz Ohta, along with analysts Tapan Patel and Rodrigo Rocha, view these achievements as validation of Treasure AI's AI-driven, data-governed customer operations.
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