As artificial intelligence transforms the advertising sector, data security and insight delivery have gained paramount importance. Merkle, a Dentsu company, leverages Snowflake's AI-powered data platform to scrutinize customer behaviors without compromising governance. Chief Strategy Officer Gerry Bavaro highlighted the necessity of understanding customers to enhance marketing efforts, emphasizing Snowflake's zero copy, zero share approach, which mitigates client concerns about data transfer. The recent Snowflake Summit unveiled various new AI capabilities aiming for improved data interaction within a secure framework, a crucial point echoed by Snowflake's Artin Avanes, stressing the importance of security and governance in AI applications.
Knowing customers, knowing prospects, that's what marketing and advertising is all about, and [then] ... connecting it with the experience.
Everyone is rising towards AI... but you want to do it in a secure and governed fashion. Security and governance are paramount.
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