RudderStack extends its agentic platform beyond data teams with its first product built for marketers, letting them analyze data, build audiences, and activate them in a single session

SAN FRANCISCO, Nov. 10, 2026 /PRNewswire/ — RudderStack, the agentic customer data platform, today launched Lookout, an agentic application that lets marketers analyze their data, build audiences, and activate them across ad platforms and the marketing tools they use to run campaigns. All without filing a data request, writing SQL, or wrangling CSVs.

RudderStack is known primarily by data teams as a flexible, warehouse-native platform for customer data collection, governance, and unification. Lookout extends that foundation to the people responsible for campaigns driven by the data. It removes the long-standing bottleneck between warehouse data and the marketing it should power, enabling marketers to analyze, build, and activate audiences themselves.

The consequences of that bottleneck are real. It causes marketing campaigns to launch late on data that’s already stale because the data for precise targeting lives in the data warehouse, and most marketers don’t have access to explore it. Instead, they submit a request, wait for an analyst or operations specialist to pull the data, and get a spreadsheet back they must upload to each tool by hand. It’s a slow, fragmented process that can take two to three weeks.

PrizePicks, an early Lookout design partner, saw the bottleneck firsthand.

“Acting on a new campaign idea used to take weeks. We’d make a request with our data team, wait for them to do analysis, add custom attributes if needed, and sync the data to Braze. Lookout eliminates that back and forth. Now my team can be curious, answer questions themselves, and launch campaigns faster than ever,” said Meghan Hilton, RevOps and Lifecycle Marketing leader at PrizePicks.

Lookout collapses the fragmented process into a unified workflow. In one session, you cover the three core steps of audience activation:

• Analyze. Marketers describe their campaign goal in plain English. Lookout explores the customer data in the warehouse with that goal in mind, surfaces patterns and opportunities, and recommends the segments worth targeting, complete with insights, rationale, and segment size.
• Build. Lookout instantly turns that analysis into an audience. Marketers see exactly how it was built and can refine it on the spot, in a visual builder or in chat.
• Activate. Lookout syncs the same audience directly to every ad platform, CRM, and engagement tool in the stack, including Meta, Google Ads, LinkedIn, TikTok, Reddit, Braze, Iterable, and HubSpot. Each audience updates automatically as people enter and leave, so every destination runs on fresh data.

Context makes every audience Lookout builds trustworthy. Lookout connects to modeling code in GitHub so it understands how the data is modelled, and it integrates with Snowflake and Databricks semantic layers, so it works from established business definitions. In its Context Hub, marketers teach Lookout about the business and how their team works, from strategy and ICP to the rules audiences should follow. With its memories feature, that context compounds, so Lookout gets sharper with every audience it builds.

Lookout changes how marketers pay for audience activation. Instead of billing monthly for connections or changing records, Lookout audiences are charged once per person, per audience, per destination, the first time they sync.

“RudderStack has spent years helping data teams build a trusted customer data foundation in the warehouse,” said Soumyadeb Mitra, founder and CEO of RudderStack. “But marketers still had to wait on someone else to use it. Lookout closes that gap. It puts the full depth of warehouse data directly in marketers’ hands, so they can figure out who to target and activate that audience in minutes. And it’s only the beginning of how we’re putting agents to work for go-to-market teams.”

Availability

Lookout is generally available now and can be purchased standalone or alongside RudderStack’s core platform. Teams can sign up for free and explore the sandbox today.

To see how it was built, join “Behind the Build,” a live session on November 12 at 1 p.m. ET hosted by Phil Gamache and Darrell Alfonso of Humans of Martech, with RudderStack’s Dom Benton and Meghan Hilton of PrizePicks. Register here.

About RudderStack

RudderStack’s agentic CDP delivers self-serve marketing activation from a solid data foundation like no other solution on the market, with agentic capabilities covering the entire customer data lifecycle, from collection to unification and activation. It gives data and engineering teams extreme flexibility and control to build trustworthy customer context in the data warehouse, and it gives marketers direct access to the foundation to explore, analyze, and activate data from a seamless natural language workflow. With RudderStack, data teams ship faster, marketing teams self-serve rich customer context, and agents consistently deliver powerful, privacy-safe experiences. RudderStack powers smarter decisions, more powerful AI, optimized marketing spend, and better customer experiences at leading companies like Foot Locker, Vercel, Lovable, and Cars.com. Visit RudderStack.com to learn more.  

RudderStack Media Contact – Brooks Patterson | brooks@rudderstack.com

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SOURCE RudderStack