Data analytics has evolved far beyond creating dashboards from spreadsheets and traditional databases. Organizations today generate massive amounts of structured and unstructured data, and they need to turn that data into insights quickly.
At the same time, generative AI is changing how people interact with data. Instead of writing complex queries for every question, users increasingly expect to ask questions in natural language, summarize information automatically, and discover patterns that may not be immediately visible.
This is where Snowflake and Snowflake Cortex can work together.
Snowflake provides a modern cloud data platform for storing, processing, and analyzing data, while Cortex brings AI capabilities closer to enterprise data. This combination allows organizations to build analytics workflows where data can be prepared, analyzed, and enhanced with AI within the same platform.
In this article, we'll explore how to approach AI-powered analytics with Snowflake, using a simple sales analytics scenario as an example.
Traditional analytics generally follows a workflow like this:
Data → SQL → Reports → Human Interpretation
For example, an analyst may have a sales table containing:
The analyst can use SQL to calculate total revenue, identify the best-performing products, and compare regional performance.
However, there are questions that require additional interpretation.
For example:
"Which products are performing poorly, and what are the likely reasons?"
A SQL query can identify products with declining revenue, but understanding customer feedback or other unstructured information may require AI.
An AI-powered analytics workflow can therefore look like:
Data → SQL Analytics → AI Processing → Insights → Decisions
The important idea is that AI doesn't replace analytics. Instead, AI can complement traditional analytical workflows.
Snowflake provides the foundation for the analytics workflow.
At a high level, a Snowflake environment can organize data using objects such as:
Database → Schema → Tables → Views
For example:
CREATE DATABASE SALES_ANALYTICS;
CREATE SCHEMA SALES_ANALYTICS.PUBLIC;
A sales table could contain columns such as:
CREATE TABLE SALES_ANALYTICS.PUBLIC.SALES (
ORDER_ID INTEGER,
CUSTOMER_NAME VARCHAR,
PRODUCT_NAME VARCHAR,
REGION VARCHAR,
ORDER_DATE DATE,
QUANTITY INTEGER,
REVENUE NUMBER(12,2)
);
Once data is available in Snowflake, SQL can be used to perform analytical operations.
For example, to calculate revenue by region:
SELECT
REGION,
SUM(REVENUE) AS TOTAL_REVENUE
FROM SALES_ANALYTICS.PUBLIC.SALES
GROUP BY REGION
ORDER BY TOTAL_REVENUE DESC;
This gives analysts a structured view of business performance.
But we can take the workflow further by introducing AI.
Snowflake Cortex provides AI and machine learning capabilities that can be used with data stored in Snowflake.
One of the interesting aspects of Cortex is that organizations can bring AI capabilities into their existing data workflows rather than necessarily moving data into a completely separate environment.
Depending on the use case and available features, Cortex can support tasks such as:
This opens up interesting possibilities for analytics teams.
For example, imagine a company stores customer reviews alongside sales data.
Traditional SQL can answer:
"Which products generated the most revenue?"
AI can help answer:
"What are customers saying about those products?"
Combining both creates a much richer analytical workflow.
Let's imagine our company sells electronic products.
Our sales table contains transactional information:
SELECT
PRODUCT_NAME,
REGION,
SUM(QUANTITY) AS UNITS_SOLD,
SUM(REVENUE) AS REVENUE
FROM SALES_ANALYTICS.PUBLIC.SALES
GROUP BY PRODUCT_NAME, REGION;
We can use this information to identify high-performing and low-performing products.
For example, we might discover that a particular product has high sales volume in one region but significantly lower performance in another.
This immediately gives the analyst a starting point for investigation.
Not all valuable business information is structured.
Customer reviews, support tickets, survey responses, and product feedback are examples of unstructured or semi-structured information.
Suppose we have a customer feedback table:
CREATE TABLE CUSTOMER_FEEDBACK (
FEEDBACK_ID INTEGER,
PRODUCT_NAME VARCHAR,
CUSTOMER_REVIEW VARCHAR,
CREATED_DATE DATE
);
A record might look conceptually like:
| Product | Customer Review |
|---|---|
| Laptop A | Battery life is excellent but the keyboard feels uncomfortable. |
| Laptop A | Great performance, but the device gets hot during long usage. |
| Phone B | Camera quality is excellent and the battery lasts all day. |
A traditional SQL query can retrieve these reviews, but interpreting hundreds or thousands of reviews manually is inefficient.
This is where AI-powered text analysis becomes useful.
Snowflake Cortex capabilities can be used to analyze text and generate useful information from unstructured data.
For example, an organization could use AI to determine the sentiment of customer feedback.
Conceptually, the workflow becomes:
Customer Review
↓
Snowflake Table
↓
Cortex AI Analysis
↓
Sentiment / Summary / Classification
↓
Analytics
↓
Business Decision
A feedback dataset could therefore be enriched with AI-generated information such as:
Instead of looking at thousands of reviews individually, analysts can aggregate these AI-generated insights.
For example:
SELECT
PRODUCT_NAME,
SENTIMENT,
COUNT(*) AS REVIEW_COUNT
FROM CUSTOMER_FEEDBACK_ANALYZED
GROUP BY PRODUCT_NAME, SENTIMENT
ORDER BY PRODUCT_NAME;
This can help answer questions such as:
This is where the workflow becomes especially powerful.
Suppose our sales data shows that Product A generated significant revenue, but customer feedback contains many negative comments about its battery life.
We can combine both datasets.
For example:
SELECT
S.PRODUCT_NAME,
SUM(S.REVENUE) AS TOTAL_REVENUE,
COUNT(F.FEEDBACK_ID) AS TOTAL_FEEDBACK
FROM SALES_ANALYTICS.PUBLIC.SALES S
LEFT JOIN CUSTOMER_FEEDBACK_ANALYZED F
ON S.PRODUCT_NAME = F.PRODUCT_NAME
GROUP BY S.PRODUCT_NAME
ORDER BY TOTAL_REVENUE DESC;
Now we can compare business performance with customer sentiment.
This creates a more complete picture.
A product may have:
High revenue + positive sentiment
This could indicate a strong product.
But another product might have:
High revenue + negative sentiment
That could indicate an opportunity for product improvement.
Similarly:
Low revenue + positive sentiment
might suggest that the product has potential but requires better marketing or distribution.
The important point is that AI becomes part of the analytical workflow rather than being treated as an isolated chatbot.
Once structured and AI-enriched data are available, we can build dashboards and analytical applications on top of them.
A typical architecture could look like:
Data Sources
↓
Sales Data + Customer Reviews + Support Tickets
↓
Snowflake
↓
Data Transformation
↓
SQL Analytics + Cortex AI
↓
Enriched Data
↓
Dashboard + AI Application
The dashboard can provide traditional KPIs such as:
The AI layer can provide additional information:
This creates a bridge between traditional business intelligence and generative AI.
One of the biggest considerations when building AI applications is data movement.
Enterprise data can contain sensitive business information, customer information, financial information, or internal documents.
Moving data unnecessarily between multiple platforms can introduce additional complexity.
A platform such as Snowflake can provide a centralized environment where data engineering, analytics, governance, and AI workflows can be brought together.
This can simplify architecture and make it easier for teams to work with the same governed data.
For organizations, this means the conversation isn't simply:
"How do we add AI?"
Instead, the more useful question becomes:
"How do we integrate AI into the data workflows we already trust?"
Retail organizations can combine transaction data with customer reviews.
AI can help identify:
Analysts can then compare those insights with sales performance.
Financial organizations can analyze large volumes of documents and text while combining them with structured financial data.
Potential applications include:
Healthcare organizations deal with both structured and unstructured information.
AI-powered text analysis can potentially help summarize or classify large volumes of appropriate textual data while analytics systems provide structured reporting.
Support teams can analyze tickets automatically.
Instead of simply counting tickets, AI can help classify them into categories such as:
Analytics teams can then track these categories over time.
Building an AI-powered analytics solution isn't just about calling an AI function.
A successful implementation should consider several areas.
Don't add AI simply because AI is popular.
Identify a problem where AI provides measurable value.
Poor-quality data can produce poor analytical results.
Data validation, transformation, and governance remain important even when AI is involved.
AI output should not automatically be treated as fact.
For important business decisions, organizations should implement appropriate validation and human review.
Understand what data is being processed and apply appropriate access controls and governance policies.
AI workloads can introduce additional computational requirements.
Teams should monitor usage and optimize workflows where appropriate.
AI should complement SQL, dashboards, statistical analysis, and business intelligence rather than replacing them completely.
Traditional analytics answers questions such as:
"What happened?"
Advanced analytics can help answer:
"Why did it happen?"
AI-powered analytics can go one step further:
"What does the available information suggest, and what should we investigate next?"
This progression demonstrates why combining analytics and AI is becoming increasingly important.
Snowflake provides the data foundation, while Cortex capabilities can help bring AI into workflows involving structured and unstructured information.
Instead of maintaining completely disconnected systems for data storage, analytics, and AI experimentation, teams can build more integrated workflows around their governed data.
AI-powered analytics is not about replacing data analysts with AI. It is about giving analysts and organizations better tools to work with increasingly complex data.
Snowflake provides a strong foundation for storing, transforming, and analyzing data. Snowflake Cortex extends that environment with AI capabilities that can help organizations work with text, generate insights, and build intelligent data applications.
The most interesting opportunities appear when these capabilities are combined.
A simple sales dashboard might tell us that a product is underperforming. Customer feedback analyzed with AI might help us understand why. Bringing both pieces of information together gives decision-makers a much more complete picture.
For data professionals, this creates an exciting direction:
SQL + Data Engineering + Analytics + AI
Learning how these areas work together can help us move from simply analyzing data to building intelligent data solutions.
The future of analytics isn't just about having more data.
It's about making that data more useful.