Customer Data Platforms (CDPs) promise better engagement, higher operational efficiency, and revenue growth by centralizing and streamlining access to customer data. However, consolidating sensitive information from a variety of sources creates complex challenges around data governance, security, and privacy. We’ve studied, built, and managed data protection strategies at some of the world’s biggest retailers. We’ll showcase business requirements, common architectural components, and best practices to deploy data protection solutions at scale, protecting billions of sensitive records across regions and countries. Learn how a data vault pattern with granular, policy-based access control and monitoring can improve organizational privacy posture and help meet regulatory requirements (e.g., GDPR, CCPA, e-Privacy). Walk away with a clear framework to deploy such architecture and knowledge of real-world issues, performance optimizations, and design trade-offs

The Trump 2 AI agenda prioritizes US AI leadership by opposing AI regulation on bias and frontier AI risks, favoring innovation and AI expansion. With comprehensive federal AI regulation unlikely, states are advancing AI laws addressing bias, harmful content, transparency, frontier model risk and other risks. Meanwhile, the EU AI Act effectively imposes global obligations. The emerging patchwork of state rules will burden US companies more than would a unified federal approach, seemingly undermining White House deregulatory goals. So, ironically, the Trump team AI agenda may accelerate disparate state-level regulation and impede AI innovation. US companies therefore face a fragmented landscape similar to privacy regulation where the EU AI Act — in the role of GDPR — has set the stage, and the states are asserting themselves with various incremental requirements. Other recent developments covered will include the finalization of the EU GPAI Code of Practice, certain newly enacted state laws, and a quick overview of AI regulation outside the U.S. and EU.

With regulations like LGPD (Brazil's General Data Protection Law) and GDPR, managing sensitive data access is critical. This session demonstrates how to leverage Databricks Unity Catalog system tables and data lineage to dynamically propagate classification tags, empowering organizations to monitor governance and ensure compliance. The presentation covers practical steps, including system table usage, data normalization, ingestion with Lakeflow Declarative Pipelines and classification tag propagation to downstream tables. It also explores permission monitoring with alerts to proactively address governance risks. Designed for advanced audiences, this session offers actionable strategies to strengthen data governance, prevent breaches and avoid regulatory fines while building scalable frameworks for sensitive data management.

Marketing teams struggle with ‘dirty data’ — incomplete, inconsistent, and inaccurate information that limits campaign effectiveness and reduces the accuracy of AI agents. Our AI-powered marketing data management platform, built on Databricks, solves this with anomaly detection, ML-driven transformations and the built-in Acxiom Referential Real ID Graph with Data Hygiene.We’ll showcase how Delta Lake, Unity Catalog and Lakeflow Declarative Pipelines power our multi-tenant architecture, enabling secure governance and 75% faster data processing. Our privacy-first design ensures compliance with GDPR, CCPA and HIPAA through role-based access, encryption key management and fine-grained data controls.Join us for a live demo and Q&A, where we’ll share real-world results and lessons learned in building a scalable, AI-driven marketing data solution with Databricks.