The enterprise AI landscape is undergoing a seismic shift, marking an unprecedented time for marketers to harness the transformative power of artificial intelligence. This evolution is outlined in the latest edition of The Modern Marketing Data Stack, released by Snowflake, which explores how AI technologies are changing the marketing domain.
The report arrives as discussions among marketers have moved beyond whether to adopt AI to how to effectively employ it for tangible business outcomes. The recent launch of the report was celebrated during a virtual event featuring insights from marketing leaders within Snowflake, along with its partners and customers.
During the event, Baris Gultekin, Snowflake’s VP of AI, emphasized that AI is becoming integral to every aspect of marketing. This includes automating the ingestion and cleaning of data, developing creative content, and enhancing decision-making and measurement processes. The ability to query data through natural language interfaces is revolutionizing how marketers engage with their data, allowing them to gain insights in seconds.
Looking ahead, the concept of agentic AI is on the horizon, envisioning a future in which marketers can simply provide a business goal, and AI will autonomously execute the necessary steps to achieve it. This technology is already being utilized by companies such as Fundrise, which employs Snowflake partner Hightouch to leverage AI for personalized marketing efforts. According to Fundrise’s CMO, Jon Carden, this approach has resulted in a ninefold increase in revenue and productivity.
As AI continues to evolve, it is crucial for marketing leaders to begin adopting it thoughtfully, starting with small, repeatable tasks. Trust and transparency remain vital, as even autonomous systems require clear operational boundaries.
Simultaneously, the issue of data privacy is more pressing than ever. In 2024, a pivot towards maximizing the utility of first-party data was noted, with increasing scrutiny from consumers regarding how their data is used. The report emphasizes that building customer relationships based on trust is essential. Marketers are now tasked with leveraging their knowledge of consumer behavior while ensuring privacy, delivering relevant communications without compromising trust.
As companies ramp up their AI adoption, the idea of data gravity becomes more significant. This principle stresses the importance of centralizing data and ensuring that tools are designed to work with it, rather than creating convoluted data silos. AI systems that lack a strong data foundation risk becoming ineffective—underscoring the connection between data management and successful AI applications.
Marketing leaders are advised to prioritize a robust data strategy as a foundation for any AI initiative. This strategy should encompass a unified platform governed by a comprehensive security and privacy framework, allowing organizations to experiment with AI confidently. Embracing flexibility in both marketing and AI solutions is also crucial, enabling integration with existing data systems to maintain agility amidst rapid changes.
In the age of enterprise AI, the ability to adapt quickly and creatively is essential for marketers. The latest insights from The Modern Marketing Data Stack suggest that those who embrace these technologies and principles will be well-equipped to navigate the evolving landscape.
For further insights and to explore the leading technologies and recommendations outlined by Snowflake, readers are encouraged to review the full report, which provides a data-driven assessment of current marketing practices and innovations.
By Denise Persson, CMO, Snowflake
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