In a large meeting room, dozens of people watch a live demo of new AI features in Snowflake, their laptops open. Many more are doing the same over Zoom. The presenter walks them through a model context protocol (MCP) installation with Google, shows how the new tools can analyze marketing-qualified lead data and create formatted Google Sheets without moving between interfaces.
These demos aren’t from a user conference or a customer-facing hands-on lab, and the people at the keyboards aren’t all devs or professional data scientists. They’re Snowflake marketers — ops managers, account-based specialists, brand wranglers, designers, PR professionals — almost all "nontechnical personas” more comfortable with a campaign slogan than a SQL statement. They’re learning about Snowflake CoCo at the company’s most recent Marketing AI Day, one of the quarterly internal enablement events run by the marketing org’s AI council.
On this day, many from the audience confidently respond to questions in the chat with the AI use cases they’ve been spinning up. By the end of the two-hour workshop, more than 10 presenters have tackled amplification, self-service funnel intelligence, account-based marketing acquisition and more. Folks leave with new capabilities installed and a novel set of tips to deploy in their workflows. Marketing leadership knows they’ll use them, too — 93% of Snowflake’s marketers use AI tools daily in their work;1 70% of that weekly use across the nearly-600-person global marketing team is done with Snowflake’s own AI tooling.2
