At Snowflake Summit, key players in the industry came together to explore what’s new in data, AI, and agentic marketing. Behind the innovation was a familiar truth: agentic marketing can only work when the data is connected – linking signals, identities, and insights in a way AI can understand and accurately act on.
Acxiom came to Snowflake Summit to make that reality tangible. Here’s our take on what we saw, what we shared, and what it means for marketers.
What we saw at Snowflake’s keynotes
- The agentic enterprise is here, and it runs on connected data. Snowflake made it clear that AI’s value doesn’t come from models alone, but from how well organizations connect data, context, and action to power intelligent agents across the business.
- Governance and trust are now core to AI innovation. From Horizon Catalog to new security layers, Snowflake emphasized that scalable AI depends on governed, secure, and context-rich data that both humans and agents can rely on.
- AI is rapidly moving into everyday workflows. With innovations like Snowflake CoWork and Cortex Code, engineers are no longer the only ones interacting with data. Business users can now explore insights, automate decisions, and act in real time.
Where Acxiom fits in
Acxiom helps organizations turn industry trends into reality. With nearly six decades of expertise in data and identity, we help Snowflake clients connect fragmented signals into a unified, privacy-conscious foundation AI can trust and act on. Our approach brings together governance, data, and identity resolution to ensure brands aren’t just experimenting with AI but rather are operationalizing it. The result? A connected data foundation on Snowflake that fuels smarter decisions, powers precise marketing, and enables agentic strategies to deliver real, measurable impact.
Acxiom on Stage
At our breakout session, Ankur Jain, Chief Cloud & Data Modernization Officer at Acxiom, and Srikanth Manduri, Managing Director, Retail & Media Branding at Anblicks, showcased how Snowflake CoWork can transform data into boardroom-ready decisions.
A few key takeaways:
- Speed wins. The ability to translate data into decisioning in seconds, not days, is a true competitive advantage.
- Confidence is built in the partnership. Governed, protected data means every insight is trusted and boardroom-ready.
- Action drives impact. Faster, smarter decisions translate directly into higher ROI and lower risk.
The Campaign Claw
This year at Summit, Acxiom unveiled The Campaign Claw experience. Players put data to work, racing against the clock to build the right campaign audience – and a key takeaway was that not all data was what it seemed.
The Campaign Claw wasn’t your typical claw machine – it taught players valuable lessons:
- Data quality is a campaign advantage. Players saw firsthand how Acxiom Real ID turned messy data into accurate, usable audiences to drive better performance.
- Connected identity prevents costly mistakes. Real ID helped players avoid poor data decisions by filtering out inaccurate or misleading records, reducing the risk of reaching the wrong people, and protecting campaign efficiency.
- Activation-ready audiences can be generated faster. The Campaign Claw reinforced that Acxiom’s partnership with Snowflake enables brands to confidently move from data to activation with greater speed and confidence.
The Campaign Claw didn’t just turn heads – it earned Snowflake Summit recognition. The Snowflake Summit events team honored Acxiom with the Best Gamified Experience award, recognizing Acxiom’s ability to bring data challenges to life interactively and memorably.
Whether you joined our session, played The Campaign Claw, or stopped by to have a conversation – thank you!
We hope to see you at Snowflake Summit again next year. In the meantime, if you’d like to learn more about Acxiom’s Snowflake practice, check out our partnership page. And feel free to reach out to us at info@acxiom.com.
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