As AI moves from analytical tool to active participant in daily business operations, solutions like Snowflake CoWork are helping to close the gap between data insight and real-world execution faster than many enterprises expected.

Knowledge workers have long been stuck translating data into decisions through a slow, fragmented chain of dashboards, queries and manual coordination. The real prize now is collapsing that chain entirely — letting AI act on the data, not just describe it. That shift is already playing out inside social media agencies rethinking how they run campaigns, measure brand performance and coordinate thousands of creator partnerships in real time, according to Baris Gultekin (pictured, right), vice president of product and AI at Snowflake Inc.

“Snowflake CoWork is your personal work agent,” Gultekin said. “That means a lot of connectors to work context, email, calendar, Slack, and other connectors. The agents will be able to use that along with the data on Snowflake and on other platforms to give high quality answers.”

Gultekin and Nicolas Doyen (left), vice president of product and data strategy at Viral Nation Inc., spoke with theCUBE’s Dave Vellante and Rebecca Knight at Snowflake Summit 2026, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed Snowflake CoWork, Cortex Sense and the agentic future of enterprise marketing. (* Disclosure below.)

Snowflake CoWork and the intelligence layer powering enterprise agents

Snowflake rebranded its Snowflake Intelligence product as Snowflake CoWork at Snowflake Summit 2026, expanding its charter from business intelligence to a full personal work agent for knowledge workers. Alongside CoWork, the company introduced Cortex Sense, a shared context layer that automatically equips agents with business definitions, operational knowledge and enterprise data — eliminating the manual setup historically required to build production-ready agents, Gultekin explained.

“Cortex Sense is a runtime for context that essentially connects to a series of underlying datasets and dashboards and other information to create a context runtime for agents,” he said. “Anyone who’s building agents can now out of the box get very high quality really quickly to build production agents.”

For Viral Nation, whose business depends on processing massive volumes of social media data to guide brand strategy, the Snowflake CoWork announcements represent a concrete next step beyond traditional business intelligence. The agency had already used Snowflake Intelligence to analyze social conversation around major live events in real time, Doyen noted. CoWork extends that foundation by embedding AI decision-making directly into how the whole organization operates — not just how it reports.

“CoWork’s that next step where it’s now not just BI inside of our business, but it’s actually guiding the way in which we make decisions across the whole business and we actually work and operate,” Doyen said. “Dealing with unstructured information that Snowflake’s really effective at is one of the critical parts. Taking the transcripts, taking the different ways in which people are talking about the different subjects or different brands on social requires us to have that computing power and AI models in place to analyze it.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of the Snowflake Summit 2026:

(* Disclosure: TheCUBE is a paid media partner for Snowflake Summit 2026. Neither Snowflake, the sponsor of theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE