Key highlights
Conversational access to governed insights for faster marketing, sales decisions. Role-aware access, policy-compliant queries, and full auditability.
A unified view of campaign ROI, sales KPIs, and regional trends improves forecasting accuracy.
Reusable gen AI blueprint lowers costs and speeds adoption across domains such as EVs, loyalty, and retail operations.
A global oil and gas leader partnered with Zensar to build gen AI -powered Genie Spaces on Databricks Lakehouse, including marketing assistant, sales assistant, and multi-genie orchestration. The solution turns natural language into governed SQL for real-time insights, visuals, and unified marketing-sales KPIs. It accelerates decision velocity, optimizes spend, and ensures compliance through trusted, explainable AI on a scalable Lakehouse architecture.
Overview
Gen AI-powered Genie Spaces for marketing, sales, and intelligent orchestration on Databricks Lakehouse
Operating a global footprint across retail, loyalty, fuels, EV charging, and digital experiences, the corporation needed frictionless access to governed data — from campaign ROI and customer segmentation to regional sales forecasts. This initiative uses conversational AI to bridge business questions and trusted answers, unifying the go-to-market funnel across marketing and sales. It shows Databricks’ alignment with industry frameworks and gen AI ’s impact on spend optimization, pipeline visibility, and decision velocity.
Zensar’s brief: Steps taken by Zensar
Built Genie Spaces (marketing, sales, multi-Genie agent) on Databricks Lakehouse
Implemented intent detection and a semantic layer for policy-aware SQL generation
Integrated Unity Catalog for governance, RBAC, lineage, and auditability
Enabled real-time inference using Lakehouse AI and MLflow for model tracking and lifecycle management
Delivered embedded charts/tables with role-based filters for secure, personalized insights
Beyond the brief: How it helped the client
Reduced data-to-decision latency by enabling conversational AI for instant insights
Unified marketing and sales KPIs, providing a holistic view of performance
Improved spend optimization through channel-level ROI comparisons and segmentation insights
Ensured compliance with industry governance standards via secure, auditable data access
Created a scalable gen AI blueprint adaptable to multiple domains like EV charging, loyalty, and retail operations
Challenges
Fragmented insights, governance complexity, and analyst dependency slowed decision-making and spend optimization
The corporation faced delays in converting data into decisions due to analyst dependency and SQL/reporting bottlenecks. Fragmented views of campaign ROI, channel performance, and regional sales trends hindered accurate forecasting and budget allocation. Ensuring secure, auditable, lineage-aware data compliant with industry standards added complexity. Additionally, scaling domain-specific AI across global operations required a trusted, reusable framework.
Solution
Conversational gen AI assistants and multi-genie agents on Databricks Lakehouse for governed, real-time insights across marketing and sales
Zensar implemented Genie Spaces — marketing assistant, sales assistant, and multi-genie agent — powered by gen AI and Databricks Lakehouse. These assistants convert natural language queries into trusted SQL, delivering instant charts and tables for KPIs like ROI, forecasts, and conversion rates. The architecture leverages Delta Lake for reliable storage, Unity Catalog for governance, MLflow for model lifecycle management, and Lakehouse AI for real-time inference, ensuring compliance, scalability, and explainability while accelerating decision-making and optimizing spend.
1.
Marketing Assistant (Genie Space): User intent is interpreted into governed semantic queries, executed as SQL in Databricks, and delivered as role-based visuals controlled through Unity Catalog.
2.
Sales Assistant (Genie Space): Convert Natural language to trusted SQL on sales gold datasets and generate KPIS: actuals, forecast, ASP, conversion for pipeline health.
3.
Multi-Genie (Intelligent Orchestration): Routes queries to the right Genie for unified insights (marketing or sales) based on domain intent, then returns a holistic answer.
Key Databricks Enablers
Databricks Lakehouse serves as the system of insight, using Delta Lake (bronze/silver/gold) for reliable, scalable data storage, Unity Catalog for centralized governance (RBAC, lineage, auditability), and Databricks SQL Warehouse for governed query execution at scale, with MLflow managing model tracking and lifecycle. On top of this, GenAI capabilities are implemented through domain intent classification with enterprise guardrails, policy-aware SQL generation via a semantic layer limited to trusted tables and columns, and RAG to ground responses in documentation, KPI definitions, and campaign metadata. Insights are delivered through embedded role-filtered visuals and, where needed, API endpoints for CRM and marketing orchestration. At the same time, security and compliance are enforced via masking and fine-grained access controls in Unity Catalog, along with end-to-end audit logs and lineage for regulatory needs.
Impact
Accelerated decision velocity, optimized spend, and unified go-to-market visibility with governed, explainable AI
1.
Conversational access to governed insights.
2.
More intelligent budget allocation via ROI comparisons.
3.
Unified marketing and sales KPIs in one view.
4.
Scalable gen AI blueprint for future domains and trusted, explainable AI in a regulated industry.
Business outcomes
Faster, explainable decisions enabled through conversational access to governed insights.
Optimized marketing spends with channel-level ROI comparisons.
Improved sales pipeline visibility using real-time KPIs.
Unified marketing and sales data for a holistic view of the go-to-market funnel, reducing operational inefficiencies.
Reusable gen AI blueprint ensures scalability across domains (e.g., EV charging, loyalty) and lowers total costs compared to bespoke solutions.
Conclusion
Accelerate growth with gen AI-powered insights
Why this solution?
Unlock faster, explainable decisions with conversational access to governed insights — empowering your teams to act with confidence and clarity.
Key benefits
Accelerate decision-making Conversational AI delivers instant, trusted insights for smarter business moves.
Maximize marketing ROI Compare channel-level performance to optimize spends and drive higher returns.
Boost sales effectiveness Gain real-time visibility into pipeline health and KPIs for proactive action.
Unify marketing and sales data Get a holistic view of your go-to-market funnel, reducing inefficiencies and improving collaboration.
Scale across domains A reusable gen AI blueprint supports diverse use cases — from EV charging to loyalty — at a fraction of bespoke solution costs.
Impact
Lower total cost of ownership Avoid expensive custom builds with a scalable, reusable architecture.
Faster time-to-value Deploy across multiple business areas without reinventing the wheel.