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Button"}}],"image":{"id":"image-c3bf51508a","height":"2500","src":"https://www.snowflake.com/adobe/dynamicmedia/deliver/dm-aid--4e6e399e-247e-48aa-827e-d623fa79176d/15-ai.jpg?preferwebp=true&quality=85","alt":"AI agent and generative artificial intelligence concept.Digital interface featuring artificial intelligence, automation and business innovation. Robotic processes automation and data analytics.","lazyEnabled":true,"isLcpImage":false,"width":"4167",":type":"snowflake-site/components/image"},"timeToRead":"9","publicationDate":"JUN 22, 2026","tag":{"tagText":"Na Snowflake","tagColor":"#11567F"},"title":{"lines":["Como o comitê de IA de marketing da Snowflake ajudou a transformar uma organização global em uma equipe nativa em IA"],"type":"heading2",":type":"snowflake-site/components/title-v2"},":type":"snowflake-site/components/blog/blog-hero"}},":itemsOrder":["blog_hero"]},"responsivegrid_content":{"columnCount":12,"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","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"},"appliedCssClassNames":"snowflake-layout-container-inner-padding-small",":items":{"blog_text":{"id":"blog-text-ddbf71089b","text":"\u003Cp\u003EEm uma grande sala de reuniões, com os laptops abertos, dezenas de pessoas assistem a uma demonstração ao vivo dos novos recursos de IA da plataforma Snowflake. Muitas outras pessoas fazem o mesmo pelo Zoom. Passo a passo, o apresentador mostra a instalação de um protocolo de contexto de modelo (MCP) com o Google e demonstra como as novas ferramentas conseguem analisar dados de leads qualificados para marketing e criar planilhas do Google Sheets formatadas sem precisar alternar entre interfaces. \u003C/p\u003E\n\u003Cp\u003EEssas demonstrações não são de uma conferência de usuários nem de um laboratório prático voltado para clientes, e as pessoas com seus laptops não são todas desenvolvedoras ou cientistas de dados profissionais. São profissionais de marketing da Snowflake, gerentes de operações, especialistas de marketing de contas, responsáveis por marcas, designers, profissionais de relações públicas, quase todos com \"perfis não técnicos\", mais à vontade com um slogan de campanha do que com uma instrução SQL. Eles estão conhecendo melhor o Snowflake CoCo no mais recente Marketing AI Day da empresa, um dos eventos trimestrais internos de capacitação promovidos pelo comitê de IA do departamento de marketing. \u003C/p\u003E\n\u003Cp\u003ENesse dia, muitos participantes respondem com confiança às perguntas no chat, compartilhando os casos de uso de IA que estão desenvolvendo. Até o fim do workshop de duas horas, mais de 10 apresentadores falaram de temas como amplificação, inteligência self-service de funil, aquisição em marketing baseado em contas e muito mais. Todos saem com novos recursos instalados e uma nova lista de dicas para implementar em seus fluxos de trabalho. A liderança de marketing sabe que vai usá-las também: 93% dos profissionais de marketing da Snowflake usam ferramentas de IA diariamente no trabalho;\u003Csup\u003E1\u003C/sup\u003E 70% desse uso semanal, em uma equipe global de marketing com quase 600 pessoas, é feito com as próprias ferramentas de IA da Snowflake.\u003Csup\u003E2\u003C/sup\u003E\u003C/p\u003E\n\u003Cp\u003EMas, pouco mais de um ano antes, essa não era a realidade. \u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_text_1273691886":{"id":"blog-text-6c45e8852a","text":"\u003Ch2\u003EAntes da faísca\u003C/h2\u003E\n\u003Cp\u003ENo início de 2025, a organização de marketing da Snowflake provavelmente era bem parecida com a de outras empresas do setor de tecnologia em termos de uso de IA. Algumas pessoas em algumas equipes estavam experimentando. Em toda a empresa, ferramentas como o Google Gemini estavam disponíveis, assim como as primeiras versões do Cortex AI, que ofereciam um playground de LLM para colaboradores com menos conhecimentos de programação. Como em muitas empresas que tentam conciliar segurança, velocidade e inovação, havia muitas dúvidas sobre como os profissionais de marketing poderiam usar a IA que estava à disposição. Na época, uma pesquisa interna realizada pelo comitê de IA com profissionais de marketing da América do Norte revelou que apenas 11,6% dos entrevistados se sentiam \"muito confiantes\" ao usar IA em suas funções.\u003Csup\u003E3\u003C/sup\u003E\u003C/p\u003E\n\u003Cp\u003EMas as ferramentas, por si só, não eram o problema; elas estavam a cada dia mais disponíveis. O que faltava era algo mais difícil de implementar: confiança, fluência e uma estratégia compartilhada que definisse, na prática, o que seria o uso responsável de IA.\u003C/p\u003E\n\u003Cp\u003EEm janeiro de 2025, o comitê de IA de marketing foi formado, composto de oito pessoas de áreas como demand generation, marketing de conteúdo, análise de dados de marketing, experiência da web, operações de marketing e marketing de contas. Sua missão era promover a adoção interna da IA entre os profissionais de marketing por meio de treinamento, incentivo e inspiração. \u003C/p\u003E\n\u003Cp\u003EA primeira ação do comitê não foi realizar um treinamento. Os membros passaram seis semanas elaborando diretrizes de conteúdo, lidando com processos de revisão e conformidade e respondendo às perguntas mais básicas que vinham travando os profissionais de marketing: que ferramentas estavam aprovadas, que dados poderiam ser usados, estabelecendo onde e como, na prática, estaria a definição de um bom uso. A infraestrutura (confiança, regras, vocabulário compartilhado) veio antes de tudo.\u003C/p\u003E\n\u003Ch2\u003EQuando a curiosidade se transforma em adoção\u003C/h2\u003E\n\u003Cp\u003EEm abril de 2025, a Snowflake realizou seu primeiro Marketing AI Day presencial em Menlo Park, na Califórnia, com transmissão global. Em estrutura, o evento era bem parecido com as sessões que viriam depois, com demonstrações ao vivo, fluxos de trabalho com IA e, por vezes, um palestrante externo. A diferença estava na profundidade: para muitas pessoas presentes, aquele era o seu primeiro contato com a IA. Por isso, os membros do comitê apresentaram dicas de IA para melhorar a engenharia de prompts e compartilharam fluxos de trabalho simples para gerar conteúdo melhor e tornar a entrada de dados um processo mais eficiente. \u003C/p\u003E\n\u003Cp\u003EPoder ver a IA em ação no trabalho diário das pessoas parecia um pouco de mágica. Havia uma enorme energia na sala. \"O primeiro AI Day foi a faísca de que a organização de marketing precisava. Foi o momento em que as pessoas perceberam que a IA era muito mais do que chatbots\", diz Marc Nixon, membro fundador do comitê e gerente sênior de engenharia web na equipe de marca e criação. \"O verdadeiro avanço veio ao trazer o contexto certo para os nossos fluxos de trabalho. A partir daí, o entusiasmo em torno do que poderíamos fazer com IA se espalhou rapidamente por toda a organização.\"\u003C/p\u003E\n\u003Cp\u003EDe imediato, o impacto do evento ficou bem claro. Somente naquela semana, a equipe de tecnologia corporativa registrou mais de 1.200 interações com o Gemini, seis vezes o pico mensal anterior. Nos 90 dias seguintes, o uso cresceu 418%.\u003Csup\u003E4\u003C/sup\u003E Menos de um mês depois, Ryan Green, Senior Director of Program Content, criou um fluxo de trabalho com o Gemini Gem diretamente a partir de uma demonstração ao vivo no evento \u003Ca href=\"https://www.snowflake.com/en/blog/internal-ai-content-creation/\"\u003Eque reduziu semanas de preparação de entrevistas a poucos dias\u003C/a\u003E, gerando roteiros feitos com IA para mais de 40 entrevistas.\u003C/p\u003E\n\u003Cp\u003EEm meados de 2025, 87% da organização de marketing da América do Norte já eram usuários ativos de IA.\u003Csup\u003E4\u003C/sup\u003E A mudança era real. Mas ainda era só o começo.\u003C/p\u003E\n\u003Ch2\u003EA chegada dos desenvolvedores\u003C/h2\u003E\n\u003Cp\u003EDepois do sucesso do primeiro evento para toda a organização, mais workshops de capacitação passaram a fazer parte da agenda da Snowflake. O comitê criou uma newsletter interna trimestral para manter a equipe atualizada sobre as novidades de IA, que surgiam em ritmo acelerado. Em agosto de 2025, a pergunta já não era \"você usa IA?\", e sim \"o que você está construindo com a IA?\" Seguiram-se sessões práticas sobre modelos de prompt, demonstrações ao vivo do Snowflake CoWork (então chamado Snowflake Intelligence) para produção de relatórios de campanha em linguagem natural, além dos primeiros AI Marketing Days em outras regiões. \u003C/p\u003E\n\u003Cp\u003EPor exemplo, em um evento para profissionais de marketing da região Europa, Oriente Médio e África (EMEA) que teve 80% de participação da equipe, os casos de uso incluíram um fluxo de trabalho para automatizar a personalização em grande escala do marketing de contas, um dashboard com tecnologia de IA para avaliar a qualidade das notas de reuniões e ajudar a orientar os representantes de desenvolvimento de vendas, além de uma ferramenta de criação de gráfico de conhecimento para SEO que mapeia estruturas de tópicos em 7.100 conceitos, revelando um potencial de conteúdo equivalente a 10,5 milhões de buscas mensais somente no mercado dos EUA. \u003C/p\u003E\n\u003Cp\u003EAté os hackathons, imersões voltadas para a criação normalmente reservadas a desenvolvedores ou engenheiros, passaram a fazer parte do vocabulário dos profissionais de marketing. O comitê liderou o primeiro Marketing AI Hackathon, com eventos realizados do fim do ano de 2025 ao meado do ano seguinte. Em vez de abranger toda a organização, os hackathons reuniram grupos menores de equipes específicas, para que cada uma pudesse se concentrar nos casos de uso mais relevantes para sua área. \u003C/p\u003E\n\u003Cp\u003EE então o jogo começou a mudar.\u003C/p\u003E\n\u003Ch2\u003EMarketing e Snowflake CoCo se encontram\u003C/h2\u003E\n\u003Cp\u003ENo fim de 2025, um avanço do Cortex Code, o agente integrado de codificação de IA da Snowflake, agora chamado de \u003Ca href=\"https://www.snowflake.com/pt_br/product/snowflake-coco/\"\u003ESnowflake CoCo\u003C/a\u003E, chegou aos computadores dos profissionais de marketing da Snowflake como parte de uma pré-visualização de pesquisa. No início, apenas oito profissionais de marketing da América do Norte o usavam semanalmente,\u003Csup\u003E2\u003C/sup\u003E mas havia um enorme potencial. Com o CoCo, os profissionais de marketing conseguiam conectar dados do Snowflake a outras ferramentas por meio do MCP sem perder tempo alternando entre contextos. Havia potencial para criar habilidades para tarefas repetitivas, de forma parecida com um Gem ou um GPT personalizado, mas com a flexibilidade de selecionar os LLMs mais avançados na interface do Snowflake. \u003C/p\u003E\n\u003Cp\u003ECerca de dois meses após o workshop com o tema \"Loco for CoCo\", no início de abril daquele ano (onde esta história começou), o uso semanal do Snowflake CoCo pela própria equipe de marketing havia chegado a 70% globalmente. \u003C/p\u003E\n\u003Cp\u003EComo a base de conhecimento básico de IA já estava bem estabelecida, os profissionais de marketing conseguiram trabalhar com uma ferramenta poderosa como o CoCo e explorá-la em todas as direções. Timmy Beckmann, designer de motion graphics da marca, usou o CoCo para criar um pipeline de exportação de motion graphics que transformou uma semana inteira de trabalho para o Summit, o maior e mais visível evento do ano da Snowflake, em apenas 20 minutos. \"Pela primeira vez, estou realmente à frente do conteúdo, em vez de correndo atrás dele\", diz ele. \u003C/p\u003E\n\u003Cp\u003ESpencer Hong, gerente sênior de inteligência competitiva, desenvolveu um app Streamlit no CoCo que identifica, prioriza e agenda entrevistas de perdas e ganhos e, depois, gera uma apresentação pronta para o relatório trimestral à liderança. O que antes exigia três horas por mês para identificar candidatos e uma semana inteira de trabalho na apresentação agora está cerca de 90% automatizado. \u003C/p\u003E\n\u003Cp\u003EVinoti Desai, especialista sênior da equipe de operações de marketing, uniu forças com a equipe de tecnologia corporativa para criar um mecanismo de automação de recebimento de respostas capaz de processar de 2.000 a 3.000 respostas de email por dia a campanhas globais, sem qualquer intervenção humana, substituindo a compra, antes planejada, de um software externo. \u003C/p\u003E\n\u003Cp\u003EA mesma dinâmica se repete a 12 fusos horários de distância. Em maio de 2026, na região da Ásia-Pacífico, representantes de marketing e de desenvolvimento de vendas se reuniram em um hackathon com 150 pessoas, que resultou em várias ferramentas hoje em produção. \u003C/p\u003E\n\u003Cp\u003EMultiplique esses exemplos por todas as funções e regiões, e os números agregados contam a mesma história. Desde o lançamento do CoCo, os usuários de marketing da Snowflake já criaram mais de 600 skills pessoais e de projetos. Entre 100 e 200 pessoas foram além, criando as próprias skills do zero; o usuário mediano executa sete skills por semana.\u003Csup\u003E5\u003C/sup\u003E\u003C/p\u003E\n\u003Cp\u003E\"A IA diminuiu a distância entre o pensar e o fazer\", diz Lindsey Sole, Senior Manager de ABM. \"Estratégia e execução parecem um único movimento fluido.\"\u003C/p\u003E\n\u003Cp\u003ETodas as equipes, em todas as regiões, estavam vendo o impacto real da IA em suas funções, e o CoCo e o CoWork foram fundamentais para essa transformação. Como disse a gerente de marketing comunitário Amilee Alesna: \"a IA mudou a forma como eu trabalho de forma tão intensa que minha vida profissional agora está dividida em duas eras distintas, AC (antes do CoCo) e DC (depois do CoCo)\".\u003C/p\u003E\n\u003Ch2\u003EA era DC\u003C/h2\u003E\n\u003Cp\u003EHoje, a equipe de marketing da Snowflake está no caminho para alcançar 100% de uso de IA até o fim do trimestre. A implementação avançou tanto que o comitê original, recentemente renomeado como AI Peer Committee, hoje é a frente de treinamento de um AI Accelerator de diversas equipes que estimula a adoção individual, equipa os colaboradores de marketing com os recursos técnicos adequados e responsabiliza a organização pelo impacto da IA em escala. \u003C/p\u003E\n\u003Cp\u003ENa prática, a estratégia adotada pelo AI Peer Committee (promover eventos que ofereciam oportunidades de baixa pressão para gerar ideias, criar e compartilhar, em vez de apenas observar) se mostrou correlacionada a um uso mais sustentado das ferramentas em todo o mundo. Ter espaço para gerar ideias com o suporte técnico adequado também incentivou os profissionais de marketing a pensar \u003Ci\u003Ealém\u003C/i\u003E de apenas implementar ferramentas já criadas. Os profissionais de marketing passaram a fazer parte do processo de criação e viram suas ideias ganharem vida em forma de skills (conhecimentos) que usam no dia a dia.  \u003C/p\u003E\n\u003Cp\u003ENo início deste mês, o comitê realizou uma pesquisa interna para captar algumas das mudanças percebidas pelas pessoas depois de mais de um ano de aprendizado. Os resultados foram marcantes: 92% relataram que a IA possibilitou trabalhos que teriam sido atrasados ou impossíveis, e 60% dos entrevistados concluíram uma tarefa específica em metade do tempo ou mais rápido com a IA. Esses números comprovam a eficiência. Mas a mudança qualitativa pode ser a história mais importante: os entrevistados descreveram uma ascensão na cadeia de valor, saindo da execução para a estratégia, à medida que a IA absorvia a camada mais mecânica do trabalho. Noventa e três por cento classificaram as ferramentas de IA como \"essenciais\" ou \"usadas com frequência para as principais tarefas\". Pessoas que talvez não tivessem experiência no início agora estão escrevendo alguns dos casos de uso mais interessantes. Isso, mais do que qualquer estatística, é a prova do que o comitê ajudou a construir na Snowflake. Não um programa de IA. Uma era de IA. \u003C/p\u003E\n\u003Cp\u003E\u003Ci\u003EEntenda melhor \u003Ca href=\"/content/snowflake-site/global/pt_br/artificial-intelligence/business/ai-council\" target=\"_self\" rel=\"nofollow noopener noreferrer\"\u003Ecomo criar seu próprio comitê de IA,\u003C/a\u003E ou descubra como os líderes podem usar o Snowflake AI Data Cloud para marketing no relatório \u003Ca href=\"https://www.snowflake.com/en/the-modern-marketing-data-stack-report/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003EModern Marketing Data Stack\u003C/a\u003Edeste ano.\u003C/i\u003E\u003C/p\u003E\n\u003Cp\u003E \u003C/p\u003E\n\u003Cp\u003E\u003Csup\u003E1\u003C/sup\u003E Pesquisa interna de impacto das ferramentas de IA do AI Peer Committee, junho de 2026.\u003C/p\u003E\n\u003Cp\u003E\u003Csup\u003E2\u003C/sup\u003E Dados internos de uso de ferramentas de IA da Snowflake, de 26 de maio de 2026. \u003C/p\u003E\n\u003Cp\u003E\u003Csup\u003E3\u003C/sup\u003E Pesquisa interna do Marketing AI Council, organização de marketing da América do Norte, fevereiro de 2025.\u003C/p\u003E\n\u003Cp\u003E\u003Csup\u003E4\u003C/sup\u003E Dados internos de uso do Google Gemini da organização de marketing da América do Norte, de 7 de março a 5 de junho de 2025. \u003C/p\u003E\n\u003Cp\u003E\u003Csup\u003E5\u003C/sup\u003E Dados de uso de skills do Snowflake CoCo, América do Norte, de janeiro a maio de 2026.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/blog/blog-text"},"premium_content_bann":{"id":"premium-content-banner-bc88bc1868","contentEyebrow":"Webinar","contentHeadline":"Inside the 2026 Modern Marketing Stack","contentDescription":"Assista à apresentação do mais recente relatório Modern Marketing Data Stack. 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