Data + AI Summit 2026

At Chick-fil-A, hospitality has always started with a warm welcome at the counter. And with a vision to be the world’s most caring company, that care now guides how the brand stewards guest data. Using Databricks and Hightouch, Chick-fil-A is building a secure guest intelligence and activation layer that can understand every visit, order, and interaction while rigorously protecting customer data. This session follows that journey — how the team brings restaurant, app, and loyalty data together in Databricks and uses Hightouch’s Composable CDP to turn trusted insights into more relevant, timely lifecycle programs and offers across channels. Attendees will leave with a vision and reference architecture for caring, data-driven guest marketing.

XP is one of the largest financial institutions in Brazil, and they didn't get there by treating onboarding as a generic funnel. After proving the value of their first-party data in Databricks, XP teamed up with Hightouch to tackle a stubborn problem: millions of sign-ups that never became active accounts in traditional CRM campaigns. In this session, XP will show how they implemented Agentic CRM by turning their Databricks lakehouse into an AI decisioning engine that continuously tests offers, channels, and timing on governed first-party data, then activates those decisions in real time across XP's marketing stack via Hightouch. By putting AI decisioning at the center of onboarding, XP drove a 72% lift in account open rates and a 35% increase in activation conversion in their first few weeks—while maintaining full control of experimentation, governance, and monitoring. You'll leave with a blueprint covering data pipelines, decision policies, measurement, and cross-functional buy-in.

OpenAI isn’t just building breakthrough AI—it’s reinventing how teams work, grow, and scale in an AI-first world. In this session, hear directly from Jeff Canada, Marketing Operations Lead about how OpenAI is transforming its organization to support rapid and sustained growth. He’ll share how OpenAI built a trusted system of record on Databricks and how composable technologies built on Databricks, such as Hightouch, enable accurate, self-serve access to data and AI across the business. You’ll walk away with practical lessons on modern data foundations, democratized access across teams, and AI-powered operations—but more importantly, you’ll get inspired by how OpenAI empowers every team member to move faster and make better decisions in an AI-driven future.