The data warehouse powers the best AI

Let’s be real: AI is showing up everywhere. Whether you want to write a blog (too on the nose?), analyze performance data, or automate some process–chances are, the tools you already use have added AI features to help you do just that.

A key differentiator between all of these tools is data. A tool that doesn’t have access to your complete business data is not going to be meaningfully better than, say, the free version of ChatGPT at accomplishing tasks for you.

That’s why the data warehouse is the best place for AI to live: it hosts your complete business context and data. Here at Hightouch, we’ve experienced this first-hand, as we’ve helped companies accomplish truly game-changing results by building AI on the data warehouse.

Snowflake Intelligence just launched today, and is another perfect example of how much more effective AI can be when it operates on complete data. Snowflake Intelligence is a generative AI-powered business intelligence tool that lets users get actionable answers from their data by asking questions in plain language. Any user can use simple language to understand not only their business data, but also third-party contextual data streams for everything from news outlets to their SaaS tools, like Hightouch.

How does this relate to us? Hightouch operates entirely from a company’s data warehouse. This allows data teams to analyze our performance– including what audiences marketers build with us, and which records from those audiences they sync to other tools– in great granularity with their preferred methods like SQL and BI tools. Now, users can also ask Snowflake Intelligence questions about Hightouch performance and operations.

Warehouse-native AI like Snowflake Intelligence compounds the benefits of composable technologies that operate in the data warehouse. With partners like Snowflake, we’re building towards a future of increased interconnectivity between data and AI across the entire business ecosystem.

The companies that will win in the AI-powered future are already building their data foundations in the data warehouse and adopting composable tools that operate within those data foundations. If you’re interested in discussing the benefits of building a warehouse-centric marketing stack for your own business, we’d love to talk.