lululemon: How We Modernized Our Audience Segmentation and Where It's Taking Us With Agentic AI

At lululemon, our CRM Audience Data Science team operates PAVE—an ML platform scoring millions of guest profiles for personalized marketing across email, push, web and paid media.With growth came pain: data scientists managing deployments instead of building models, no path to production, and marketing waiting weeks for new segments. The bottleneck was never the model. We came to DAIS 2025 with these problems and left with a plan: DABS, Unity Catalog, and MLflow 3.0 as the foundation for a live system.Key areas we will cover:

• DABS: parameterized pipelines that any team member can deploy in one command
• Multi-stream architecture where each new model type inherits the same pipeline pattern
• Unity Catalog migration seeding an enterprise feature store now scaling beyond PAVE
• MLflow 3.0 for unified tracking, registry and model promotion across all streams
• Agentic AI roadmap: next best action for marketing partners and generative model monitoring