The rise of generative AI models are spurring organizations to incorporate AI and large language models (LLMs) into their business strategy. After all, these models open up new opportunities to extract greater value from a company’s data and IP and make it accessible to a wider audience across the organization. One key to successfully leveraging gen AI models is the ability to share data.

As travelers increasingly expect personalized experiences, brands in the travel and hospitality industry must find innovative ways to leverage data in their marketing and product experiences. That said, managing vast, complex data sets across multiple brands, loyalty programs and guest touchpoints presents unique challenges for companies in this industry. Enter the Composable CDP on the Snowflake AI Data Cloud for Travel and Hospitality.

On a day-to-day basis, Snowflake teams identify opportunities and help customers implement recommended best practices that ease the migration process from on-premises to the cloud. They also monitor potential challenges and advise on proven patterns to help ensure a successful data migration. This article highlights nine key areas to watch out for and plan around in order to accelerate a smooth transition to the cloud.

Security has been an integral part of Snowflake’s platform since the company was founded. Through the security capabilities of Snowflake Horizon Catalog, we empower security admins and CISO’s to better protect their environments. As part of our continued efforts to help customers secure their accounts, and in line with our pledge to align with CISA’s Secure By Design principles, we are announcing the general availability of Snowflake Leaked Password Protection (LPP).

Getting different teams, business units and even companies to work together toward a common goal not only maximizes efficiency, but drives innovation. Effective collaboration on data and AI has never been more closely tied to success. At Snowflake, we’re removing the barriers that prevent productive cooperation while building the connections to make working together easier than ever.

Today we're thrilled to announce the general availability of Hybrid Tables in all AWS commercial regions. As part of Snowflake Unistore, Hybrid Tables unify both transactional and analytical workloads on a single database to simplify architectures as well as governance and security. Since launching the public preview of Hybrid Tables this year, we have seen adoption across industries from customers such as Siemens, Panther, Mutual of Omaha, PowerSchool, MarketWise and Project Lead The Way.

This fall, thousands of leaders in the financial services industry gathered at the annual Money 20/20 conference to talk trends in payments, compliance, fraud reduction, treasury and transactions and more. Conversations centered on the theme of “Human x Machine,” and while AI was a focus, there were plenty of other insights around real-time data analytics, security considerations and customer strategies that are guiding the future of money.

At Snowflake BUILD, we are introducing powerful new features designed to accelerate building and deploying generative AI applications on enterprise data, while helping you ensure trust and safety. These new tools streamline workflows, deliver insights at scale, and get AI apps into production quickly. Customers such as Skai have used these capabilities to bring their generative AI solution into production in just two days instead of months.

It’s easy these days for an organization’s data infrastructure to begin looking like a maze, with an accumulation of point solutions here and there. While some businesses find ways to stitch together many tools with complex pipelines, wouldn’t it be better if you could remove some of the steps? What if you could streamline your efforts while still building an architecture that best fits your business and technology needs?

The stage is set for a new era in marketing, and marketers have never had so much data and technology at their fingertips. But to deliver the ROI that enterprises require today, marketers must have a strategic mindset and fine-tune the tools, tactics and approaches in their marketing data stack. Snowflake is here to help marketers evolve and accelerate their marketing impact with our third annual Modern Marketing Data Stack report and global virtual event.