Snowflake ‘s new report ‘Modern Marketing Data Stack‘ highlights how three forces – autonomous AI agents, ‘data gravity’ and increasing privacy requirements – are becoming key determinants shaping the future of marketing technology. The analysis covers data from 11,100 Snowflake customers between February 2024 and January 2025.
Where AI becomes autonomous
The report points out that AI-based technologies are increasingly taking the form of agents – autonomous systems that carry out analytical or decision-making tasks without constant human intervention. This shifts the pressure from the execution layer towards designing meaningful use cases and integrating them into operations. Without clearly defined goals, the introduction of AI can produce disappointing results – many companies are still copying examples without adapting them to their own organisational structure and marketing specifics.
Data gravity forces consolidation
The concept of data gravity suggests that cumulative, vast data sets draw applications together. In practice, this means that many companies are abandoning the siloed martech systems model in favour of a single unified CDP platform integrated with an analytics core – often based on Snowflake. This approach simplifies data flows, eliminates redundant transformations and reduces integration costs. The report cites the example of a global hotel company that, with CDP deployed on Snowflake, significantly reduced the time it took to generate a campaign segment – from three weeks to a few days
Privacy as the foundation of relationships
Consumer trust is nowadays as strategic a currency as data. The report highlights that transparency of data collection and sharing processes, ease of consent or auditable processes are becoming an indispensable part of martech strategies. In response, data clean room solutions are evolving and becoming more deeply embedded in data platforms to enable information sharing without compromising on privacy.
Lessons for the industry
1. companies need to stop treating AI as a fashion accessory and focus on the specific problems they want to solve.
2. consolidation of martech tools around a single data layer is becoming a necessity, not an experiment.
3. data architecture and privacy policies must coexist – automation and AI are not enough if the user does not trust the systems.
The set of these three trends – autonomous AI, data gravity and privacy – clearly shifts the axis of balance in marketing. For companies that can grasp this and act strategically, new opportunities for competitive advantage are opening up.
