Your data team has centralized customer data in Databricks, but faces a common challenge: how do you enable marketing activation and experimentation without creating new data silos or sacrificing governance? This short talk details a lakehouse-native data activation platform, Hightouch, that enables marketers to self-serve audiences, explore data, and experiment with agentic AI, all while keeping data governed in Databricks. We'll cover how AI agents operate within guardrails on the platform, how data flows to downstream channels, and how measurement loops back to the lakehouse for analytics and intelligence. This architecture balances data governance with marketing speed, and instruments a closed-loop pattern that connects your infrastructure investments with business metrics.