Composable CDP Hightouch has announced a new enterprise AI product, AI Decisioning, as a native Snowflake app. AI Decisioning leverages Snowflake Cortex AI, a suite of tools that runs large language models against unstructured data.
AI Decisioning continuously experiments with customer data available in Snowflake to identify the best ways to engage with individual customers based on any attribute or behavior. It integrates with platforms like Salesforce Marketing Cloud, Braze and Iterable for activation. It is intended to move beyond targeted segments to suggest engagement events for individual customers.
“When marketers build audiences for campaigns, they inherently lump together many individuals based on overly broad generalizations and their best guess on customer behavior. AI Decisioning removes the guesswork.”
Brian Kotlyar, Head of Marketing at Hightouch (in a release)
Why we care. On the one hand, this presents as an ambitious attempt at automating analysis of data throughout the warehouse/lake at the level of the individual customer. What is less clear is how it is to be differentiated from AI-powered next-best-action recommendations for individual customers which has been available for some time, unless it’s a broader scope and larger scale of data being analysed.
Human in the loop. If the idea of a powerful AI solution experimenting continuously behind the scenes and popping out engagement suggestions for your customers is daunting, be assured that there remains a human in the loop. Human marketers set the desired goals and outcomes; human data teams manage the data that is accessed.
Dig deeper: What the composability revolution means for CDPs
About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
