The fifth annual report from Snowflake analyzes input from over 11,500 customers, signaling a shift toward AI-driven systems built on governed data. Verato’s inclusion highlights the increasing necessity of resolving identity issues before deploying complex marketing automation. By integrating the Verato MDM Cloud directly into Snowflake environments, enterprises can synchronize identity data to build reliable customer profiles.

Joaquim Neto, chief strategy officer at Verato, noted that the recognition validates the company’s push to provide a complete 360-degree view of individuals, which is critical for precision personalization. Denise Persson, Snowflake’s chief marketing officer, added that accurate identity data remains a fundamental requirement for companies looking to operationalize AI and agentic marketing. The Verato Snowflake Native App is currently available on the Snowflake Marketplace for organizations seeking to improve data governance while accelerating customer-centric initiatives.