• by Ray Schultz , Columnist, July 16, 2024

Maybe it was only a matter of time. But engagement platform MessageGears is advancing into the AI arena through an integration with Snowflake Cortex AI, a large language model and vector search service.

The goal of this native integration is to help enterprise brands auto-generate custom email and SMS content that can “instantly leverage attributes in Snowflake,” says Craig Pohan, chief Technical Officer at MessageGears.

Large companies can leverage these generative AI capabilities for audiences and journeys, the company says. 

“Enterprise brands have made significant investments in internal data platforms,” Pohan explains. “However, many find it challenging to fully use AI capabilities within a traditional SaaS model.”

MessageGears claims it is one of the first engagement platforms to have an integration with Snowflake. Presumably, it is not the only one. 

What can users get out of this arrangement? According to MessageGears, it provides: 

• AI Capabilities, including features such as sentiment analysis, summarization and generation of personalized responses.
• AI Model Management — Via Cortex, access is provided to open-source models such as Meta’s LLaMa models, Google’s models and Snowflake’s Arctic model.
• Ease of Use — Cortex LLM functions can be implemented via SQL.
• Scalability — Users receive guidance in managing costs and optimizing performance across datasets of all sizes.

Marketers should not be surprised if they start receiving hyper-personalized emails from large brands. 

Meanwhile, MessageGears recently added 250 channel activation endpoints to its engagement platform for use in marketing campaigns by large enterprises, including advertising networks, ecommerce, media and streaming,