Snowflake Ventures & Capital One Back Hightouch to Advance Agentic AI in Marketing

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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