XP is one of the largest financial institutions in Brazil– and they didn’t reach that scale by moving slowly. After getting inspired at Data + AI Summit in 2024, they sprang into action to overhaul their advertising strategy using their first-party data in Databricks. Just a year later, they’ve achieved remarkable success: they’ve unlocked $66 million in incremental revenue from advertising, with the same budget as before. In this session, XP will share the tactical steps they took to bring a first-party data and AI strategy to customer acquisition– including how they built predictive models for customer quality and connected Databricks to their ecosystem through Hightouch’s Composable CDP. If you’re supporting an advertising team or are looking for real strategies to take home from this conference that can transform your business: this session is for you.