In today’s Cloud Wars Minute, I cover Snowflake’s investment in Hightouch to advance agentic AI for personalized marketing.

Highlights

00:03 — Snowflake Ventures, the investment arm of Snowflake, alongside Capital One Ventures, has announced an investment in Hightouch, a data and AI platform focused on personalized, targeted marketing. In 2024, Hightouch launched an agentic AI solution for lifecycle marketing called AI Decisioning.

00:35 — Adam Kaufman, Vice President, Global Head of Industry Go To Market at Snowflake, shared insights about the investment: "By building directly on top of Snowflake's unified platform for data and AI, Hightouch enables marketers to execute faster with less complexity and more control. We're excited to support their continued growth and innovation in the AI Data Cloud."

01:08 — This investment represents the confidence that major players like Snowflake have in agentic AI for marketing use cases. Interestingly, agentic AI for marketing was one of the first use cases to be discussed when the technology emerged not so long ago, and has obvious applications, particularly in the area of personalization.

01:31 — However, this level of AI-driven personalization comes with its challenges, like data privacy regulations — especially regarding consent, transparency in decision making, and data security. This investment by Snowflake Ventures is encouraging because it should help shape the direction of agentic AI-driven marketing.

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