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Robotic processes automation and data analytics.","lazyEnabled":true,"height":"2500","width":"4167",":type":"snowflake-site/components/image"},"authors":[{"authorImage":{"id":"image-285dd8eb6c","isLcpImage":false,"src":"https://www.snowflake.com/adobe/dynamicmedia/deliver/dm-aid--9bf7a32a-6671-47ba-beb7-633327fadc33/sara-button.jpg?preferwebp=true&quality=85","alt":"Headshot-style photo of Sara Button of Snowflake","lazyEnabled":true,"height":"2048","width":"1536",":type":"snowflake-site/components/image"},"authorCta":{"id":"button-0427a5ca5c","showOutboundIcon":false,"buttonLink":{"valid":true,"url":"/en/blog/authors/sara-button/"},"linkTargetContentType":"DOCUMENT_LEARN",":type":"snowflake-site/components/button","linkType":"SNOWFLAKE_INTERNAL","text":"Sara Button"}}],"tag":{"tagText":"En Snowflake","tagColor":"#11567F"},"title":{"lines":["Cómo el Marketing AI Council de Snowflake transformó una organización global en un equipo nativo en IA"],"type":"heading2",":type":"snowflake-site/components/title-v2"},":type":"snowflake-site/components/blog/blog-hero"}},":itemsOrder":["blog_hero"]},"responsivegrid_content":{"columnClassNames":{"blog_text":"aem-GridColumn aem-GridColumn--default--12","blog_text_1273691886":"aem-GridColumn aem-GridColumn--default--12","premium_content_bann":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","columnCount":12,"appliedCssClassNames":"snowflake-layout-container-inner-padding-small",":items":{"blog_text":{"id":"blog-text-ac630645a3","text":"\u003Cp\u003EEn una gran sala de reuniones, decenas de personas, con sus portátiles abiertos, asisten a una demostración en directo de nuevas funciones de IA en Snowflake. Muchas más hacen lo mismo a través de Zoom. La persona que presenta les explica una instalación del protocolo de contexto de modelo (MCP) con Google y muestra cómo las nuevas herramientas pueden analizar datos de leads cualificados por marketing y crear hojas de cálculo de Google con formato sin cambiar de interfaz. \u003C/p\u003E\r\n\u003Cp\u003EEstas demostraciones no proceden de una conferencia de usuarios ni de un laboratorio práctico para clientes, y quienes están frente a los teclados no son solo desarrolladores ni científicos de datos profesionales. Son profesionales de marketing de Snowflake: responsables de operaciones, especialistas en marketing basado en cuentas, responsables de marca, diseñadores y profesionales de comunicación, casi todos ellos “perfiles no técnicos” que se sienten más cómodos con un eslogan de campaña que con una sentencia SQL. Están aprendiendo sobre Snowflake CoCo en el Marketing AI Day más reciente de la empresa, uno de los eventos internos trimestrales de capacitación organizados por el AI Council de la organización de marketing. \u003C/p\u003E\r\n\u003Cp\u003EEse día, muchas personas de la audiencia responden con confianza a las preguntas del chat y explican los casos de uso de IA que han puesto en marcha. Al final del taller de dos horas, más de diez ponentes han abordado la amplificación, la inteligencia de funnel de autoservicio, la adquisición mediante marketing basado en cuentas y mucho más. Los asistentes se marchan con nuevas capacidades instaladas y una novedosa serie de consejos que pueden aplicar en sus flujos de trabajo. La dirección de marketing sabe que también las utilizarán: el 93 % de los profesionales del marketing de Snowflake usa herramientas de IA a diario en su trabajo\u003Csup\u003E1\u003C/sup\u003E; el 70 % de ese uso semanal en el equipo global de marketing, formado por casi 600 personas, corresponde a las propias herramientas de IA de Snowflake\u003Csup\u003E2\u003C/sup\u003E.\u003C/p\u003E\r\n\u003Cp\u003ESin embargo, poco más de un año antes, la situación era muy distinta. \u003C/p\u003E\r\n","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_text_1273691886":{"id":"blog-text-f2fdcd1455","text":"\u003Ch2\u003EAntes de la chispa\u003C/h2\u003E\r\n\u003Cp\u003EA principios de 2025, es probable que la organización de marketing de Snowflake se pareciera bastante a sus homólogas del sector tecnológico en cuanto al uso de la IA. Algunas personas de determinados equipos estaban experimentando con ella. En toda la empresa estaban disponibles herramientas como Google Gemini, así como las primeras versiones de Snowflake Cortex AI, que ofrecían un entorno de pruebas para large language models (LLM) a los empleados con menos conocimientos de programación. Como muchas empresas que intentan conciliar seguridad, velocidad e innovación, había muchas dudas sobre cómo podían utilizar los profesionales del marketing la IA disponible. Por aquel entonces, una encuesta interna que se realizó entre profesionales del marketing de Norteamérica reveló que solo el 11,6 % de los encuestados se sentía “muy seguro” en el uso de la IA en su puesto\u003Csup\u003E3\u003C/sup\u003E.\u003C/p\u003E\r\n\u003Cp\u003EPero el problema no eran las herramientas en sí, ya que cada día había más disponibles. Faltaba algo más difícil de implantar: confianza, soltura y un marco común que mostrara cómo era realmente un uso responsable de la IA.\u003C/p\u003E\r\n\u003Cp\u003EEl Marketing AI Council se constituyó en enero de 2025 con ocho personas de las áreas de generación de demanda, marketing de contenidos, analíticas de marketing, experiencia web, operaciones de marketing y marketing basado en cuentas (ABM). Su misión era impulsar la adopción interna de la IA entre los profesionales del marketing mediante la educación, la promoción y la inspiración. \u003C/p\u003E\r\n\u003Cp\u003ELo primero que hicieron no fue impartir una sesión de formación. Dedicaron seis semanas a redactar directrices de contenido, explorar los procesos de revisión y cumplimiento y responder a las preguntas fundamentales que habían dejado paralizados a los profesionales del marketing: qué herramientas estaban aprobadas, qué datos podían usarse en cada entorno y cómo era un buen uso en la práctica. La infraestructura (confianza, reglas y vocabulario común) fue lo primero.\u003C/p\u003E\r\n\u003Ch2\u003ECuando la curiosidad se transformó en adopción\u003C/h2\u003E\r\n\u003Cp\u003EEn abril de 2025, Snowflake celebró de forma presencial su primer Marketing AI Day en Menlo Park, California, y lo retransmitió para todo el mundo. Su estructura se parecía mucho a la de las sesiones posteriores, con demostraciones en directo, flujos de trabajo de IA y quizá algún ponente externo. La diferencia estaba en el nivel de profundidad: para muchas de las personas presentes, aquello marcó el inicio de la experimentación con la IA. Por eso, los miembros del AI Council dieron consejos de IA para mejorar la ingeniería de prompts y compartieron flujos de trabajo sencillos para generar mejores contenidos e introducir datos de manera más eficiente. \u003C/p\u003E\r\n\u003Cp\u003EVer la IA en acción en el trabajo que las personas realizaban a diario parecía casi mágico. La energía que se respiraba en la sala era palpable. “El primer AI Day fue la chispa que necesitaba la organización de marketing. Fue el momento en que las personas se dieron cuenta de que la IA era mucho más que chatbots”, afirma Marc Nixon, miembro fundador del AI Council y responsable sénior de ingeniería web del equipo de marca y creatividad. “El verdadero avance se produjo cuando incorporamos el contexto adecuado a nuestros flujos de trabajo. A partir de ahí, el entusiasmo por lo que podíamos hacer con la IA se extendió rápidamente por toda la organización”.\u003C/p\u003E\r\n\u003Cp\u003EEl impacto del evento fue evidente de inmediato. Solo esa semana, el equipo de tecnología empresarial registró más de 1200 interacciones con Gemini, seis veces más que el máximo mensual anterior. Durante los 90 días siguientes, el uso aumentó un 418 %\u003Csup\u003E4\u003C/sup\u003E. Ni siquiera había pasado un mes cuando Ryan Green, Senior Director de Program Content, creó un flujo de trabajo de Gemini Gem directamente a partir de una demostración en directo del evento \u003Ca href=\"https://www.snowflake.com/en/blog/internal-ai-content-creation/\"\u003Eque redujo de semanas a días la preparación de entrevistas\u003C/a\u003E y produjo esquemas generados con IA para más de 40 entrevistas.\u003C/p\u003E\r\n\u003Cp\u003EA mediados del verano de 2025, el 87 % de la organización de marketing de Norteamérica utilizaba activamente la IA\u003Csup\u003E4\u003C/sup\u003E. El cambio era real. Pero no dejaba de ser el principio.\u003C/p\u003E\r\n\u003Ch2\u003ELlegan los creadores\u003C/h2\u003E\r\n\u003Cp\u003ETras el éxito del primer evento para toda la organización, se añadieron más talleres de capacitación a los calendarios de Snowflake. El AI Council puso en marcha un boletín interno trimestral para mantener al equipo al día sobre las novedades de IA, que llegaban a un ritmo vertiginoso. En agosto de 2025, la pregunta había pasado de ser “¿usas la IA?” a “¿qué estás creando con la IA?”. A continuación, se celebraron sesiones prácticas sobre plantillas de prompts, demostraciones en directo de Snowflake CoWork (por entonces, Snowflake Intelligence) para elaborar informes de campañas en lenguaje natural y las primeras jornadas de IA para marketing en las distintas regiones. \u003C/p\u003E\r\n\u003Cp\u003EPor ejemplo, en un evento para profesionales del marketing de la región de Europa, Oriente Medio y África (EMEA), que alcanzó una participación del 80 % del equipo, los casos de uso incluyeron un flujo de trabajo para automatizar a gran escala la personalización del marketing basado en cuentas, un panel de control con IA para evaluar la calidad de las notas de reuniones y ayudar a formar a los comerciales de prospección (SDR), y una herramienta de creación de grafos de conocimiento para la optimización en motores de búsqueda que representa estructuras temáticas de 7100 conceptos y revela oportunidades de contenido equivalentes a 10,5 millones de búsquedas mensuales solo en el mercado estadounidense. \u003C/p\u003E\r\n\u003Cp\u003EIncluso los hackatones, sesiones intensivas centradas en la creación que suelen reservarse a desarrolladores o ingenieros, pasaron a formar parte del vocabulario de los profesionales del marketing. El AI Council dirigió el primer hackatón de IA de marketing, con eventos celebrados desde el invierno hasta la primavera. En lugar de abarcar toda la organización, los hackatones reunieron a grupos más pequeños de equipos concretos para que todos pudieran centrarse en los casos de uso que más sentido tenían para sus responsabilidades. \u003C/p\u003E\r\n\u003Cp\u003EY entonces cambiaron las reglas del juego.\u003C/p\u003E\r\n\u003Ch2\u003EMarketing se encuentra con Snowflake CoCo\u003C/h2\u003E\r\n\u003Cp\u003EA finales de 2025, una mejora de Cortex Code, el agente de codificación nativo de IA de Snowflake ahora llamado \u003Ca href=\"https://www.snowflake.com/es/product/snowflake-coco/\"\u003ESnowflake CoCo\u003C/a\u003E, llegó a los ordenadores de los profesionales del marketing de Snowflake como parte de una versión preliminar de investigación. Al principio, solo ocho profesionales del marketing de Norteamérica lo utilizaban cada semana\u003Csup\u003E2\u003C/sup\u003E, pero su potencial era enorme. Con CoCo, los profesionales del marketing podían conectar los datos de Snowflake con otras herramientas mediante MCP sin perder tiempo cambiando de contexto. Existía la posibilidad de crear skills para tareas repetitivas, como con un Gem o un GPT personalizado, pero con la flexibilidad de seleccionar LLM de última generación en la interfaz de Snowflake. \u003C/p\u003E\r\n\u003Cp\u003EUnos dos meses después del taller de principios de abril con el lema “Loco for CoCo” —donde comenzó esta historia—, el uso semanal de Snowflake CoCo por parte del propio equipo de marketing de Snowflake había ascendido al 70 % en todo el mundo. \u003C/p\u003E\r\n\u003Cp\u003EComo la base de conocimientos sobre IA estaba tan bien asentada, los profesionales de marketing podían aprovechar una herramienta potente como CoCo en todo tipo de direcciones. Timmy Beckmann, diseñador de gráficos animados del equipo de marca, utilizó CoCo para crear un pipeline de exportación de gráficos animados que redujo a 20 minutos toda una semana de trabajo para Summit, el evento de Snowflake más importante y visible del año. “Por primera vez, voy realmente por delante del contenido en lugar de ir corriendo detrás”, afirma. \u003C/p\u003E\r\n\u003Cp\u003ESpencer Hong, responsable sénior de inteligencia competitiva, ha desarrollado en CoCo una aplicación de Streamlit que identifica, prioriza y programa entrevistas sobre oportunidades ganadas y perdidas, y después genera una presentación pulida para los informes trimestrales dirigidos a la dirección. Lo que antes le llevaba tres horas al mes para identificar candidatos y una semana entera para preparar la presentación está ahora automatizado en torno a un 90 %. \u003C/p\u003E\r\n\u003Cp\u003EVinoti Desai, especialista sénior del equipo de operaciones de marketing, colaboró con el equipo de tecnología empresarial para crear un motor de automatización de comunicaciones entrantes que procesa entre 2000 y 3000 respuestas diarias por correo electrónico a campañas globales sin intervención humana, lo que sustituyó una compra prevista de software externo. \u003C/p\u003E\r\n\u003Cp\u003ELa misma dinámica se está produciendo a 12 zonas horarias de distancia. En la región de Asia-Pacífico, los representantes de marketing y comerciales de prospección se reunieron en mayo de 2026 para participar en un hackatón de 150 personas que dio lugar a varias herramientas que ya están en producción. \u003C/p\u003E\r\n\u003Cp\u003EAl agregar esos ejemplos de todas las funciones y regiones, las cifras totales cuentan la misma historia. Desde el lanzamiento de CoCo, los usuarios de marketing de Snowflake han creado más de 600 skills personales y para proyectos. Entre 100 y 200 han ido más allá y han creado las suyas desde cero; el usuario mediano ejecuta siete skills a la semana\u003Csup\u003E5\u003C/sup\u003E.\u003C/p\u003E\r\n\u003Cp\u003E“La IA ha cerrado la brecha entre pensar y hacer”, afirma Lindsey Sole, Senior ABM Manager. “La estrategia y la ejecución parecen un único movimiento fluido”.\u003C/p\u003E\r\n\u003Cp\u003ETodos los equipos de todas las regiones percibían el impacto real de la IA en sus funciones, y CoCo y CoWork fueron fundamentales para la transformación. Como explicó Amilee Alesna, responsable de marketing de comunidad: “la IA ha cambiado mi forma de trabajar de manera tan profunda que ahora mi vida profesional se divide en dos eras distintas: a. C, (antes de CoCo) y d. C. (después de CoCo)”.\u003C/p\u003E\r\n\u003Ch2\u003ELa era d. C.\u003C/h2\u003E\r\n\u003Cp\u003EActualmente, el equipo de marketing de Snowflake avanza hacia el objetivo de alcanzar el 100 % en el uso de la IA para finales del trimestre. La implementación ha madurado tanto que el AI Council original, recientemente rebautizado como AI Peer Committee, es ahora el área de educación de un AI Accelerator formado por varios equipos que fomenta la adopción individual, proporciona a los empleados de marketing los recursos técnicos adecuados y exige a la organización que responda por el impacto de la IA a escala. \u003C/p\u003E\r\n\u003Cp\u003EEn efecto, el enfoque adoptado por el AI Peer Committee, basado en la organización de eventos que ofrecían oportunidades distendidas para intercambiar ideas, crear y compartir, en lugar de limitarse a observar, se correlaciona con un uso más sostenido de las herramientas en todo el mundo. Disponer de un espacio para idear con el apoyo técnico adecuado también animó a los profesionales del marketing a pensar \u003Ci\u003Emás allá\u003C/i\u003E de la mera implementación de herramientas ya creadas. Los profesionales del marketing se han incorporado al proceso de creación y han visto cómo sus ideas cobraban vida en forma de skills que pueden utilizar en su trabajo diario.  \u003C/p\u003E\r\n\u003Cp\u003EA principios de este mes, el Council realizó una encuesta interna para identificar algunos de los cambios que la plantilla estaba observando después de más de un año de aprendizaje. Los resultados fueron contundentes: el 92 % afirmó que la IA permitía realizar trabajos que, de otro modo, se habrían retrasado o habrían sido imposibles, y el 60 % de los encuestados completó una tarea concreta con IA en la mitad de tiempo o menos. Hasta aquí, las cifras de eficiencia. Pero el cambio cualitativo puede ser la parte más importante de la historia: los encuestados describieron cómo habían ascendido en la cadena de valor, desde la ejecución hasta la estrategia, a medida que la IA asumía la parte mecánica de su trabajo. El 93 % calificó las herramientas de IA como “esenciales” o “utilizadas con frecuencia para tareas clave”. Personas que quizá carecían de experiencia al principio están redactando ahora algunos de los casos de uso más convincentes. 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