Partners with Snowflake by leveraging Cortex AI to help marketers experiment and deliver precise, personalized communications at an unprecedented scale

Hightouch, a leading Composable Customer Data Platform (CDP), has launched AI Decisioning, a new AI marketing product available as a Snowflake Native App. AI Decisioning uses Snowflake Cortex AI to help enterprise brands deliver personalized and relevant messages and offers to each customer, enhancing marketing efficiency and customer engagement.

1. Overview of AI Decisioning

• AI Decisioning is a 'human-in-the-loop' AI product designed for enterprise companies.
• It allows marketers to define goal metrics, provide content variations, and offer strategic guidance.
• The platform utilizes data managed by data teams in the AI Data Cloud, including customer behavior, product data, and offer catalogs.
• AI Decisioning integrates with existing marketing platforms like Iterable, Braze, and Salesforce Marketing Cloud to engage customers.

2. Enhanced Personalization Through AI

• AI Decisioning eliminates guesswork in audience segmentation and message personalization.
• According to Brian Kotlyar, Head of Marketing at Hightouch, AI Decisioning optimizes messages for individual customers, enhancing performance certainty.
• The system continuously experiments and learns to engage each customer in the most effective way.

3. Self-Serve UI and Advanced Machine Learning

• AI Decisioning offers a self-serve user interface, enabling marketers and data teams to operationalize data using advanced ML models.
• The platform can leverage any customer attribute or behavior ("features") within the AI Data Cloud.
• Marketers can easily set up goal metrics and let AI Decisioning optimize interactions through reinforcement learning, large language models (LLMs), and other ML techniques.

4. Integration with Snowflake Native App and Cortex AI

• AI Decisioning is launched as a Snowflake Native App, making it accessible to Snowflake customers.
• It leverages Snowflake Cortex AI and LLMs to analyze campaigns and generate insights directly within a company's Snowflake instance.
• This integration ensures seamless use of existing data for advanced AI-driven marketing strategies.

5. Industry Impact and Future-Ready AI Solutions

• Adam Kaufman, Global Head of Industry Go-To-Market at Snowflake, highlighted the significance of AI Decisioning in utilizing Snowflake’s innovative AI offerings.
• Hightouch’s AI Decisioning exemplifies next-gen AI products that combine cutting-edge technology and are implemented across various industries through Snowflake.

Hightouch’s launch of AI Decisioning marks a significant advancement in AI-driven marketing, enabling enterprise brands to leverage their existing data within Snowflake to deliver highly personalized customer interactions. By integrating with major marketing platforms and utilizing advanced AI models, AI Decisioning provides a scalable solution for optimizing marketing performance and driving customer engagement.