From Global Organization to AI-Native Team: The Practice of Transforming Snowflake's Marketing AI Council

At the beginning of 2025, only 11.6% of Snowflake marketers felt confident using AI, despite having access to tools like Google Gemini and Snowflake Cortex AI. To address this, an eight-person marketing AI council was formed in January 2025, which spent six weeks developing usage guidelines, approving compliance processes, and creating a shared terminology. The first Marketing AI Day in April 2025 led to a sixfold increase in Gemini interactions within a week and a 418% increase over 90 days. By summer 2025, 87% of North American marketers were active AI users. In late 2025, Snowflake CoCo was introduced—an AI agent for coding that allows marketers to connect Snowflake data to other tools via MCP and create Skills for repetitive tasks. Two months after the "Loco for CoCo" workshop, 70% of the global marketing team was using CoCo weekly. Marketers created over 600 Skills, with 100–200 built from scratch. Examples: designer Timmy Beckmann reduced Summit conference graphic preparation from a week to 20 minutes; analyst Spencer Hong automated 90% of the work to identify won and lost deals. The council was renamed the AI Peer Committee and now functions as an educational unit within a cross-functional AI accelerator. A survey showed that 92% of respondents completed tasks with AI that they would otherwise have postponed, and 60% cut task completion time in half or more. 93% said AI tools are indispensable for critical tasks.