Snowflake is the platform for the AI era, making it easy for enterprises to innovate faster and get more value from data. More than 12,600 customers around the globe, including hundreds of the world’s largest companies, use Snowflake’s AI Data Cloud to build, use and share data, applications and AI.
Q: What were the most significant changes in the company’s position across Mexico and Latin America of 2025?
A: Over the past year, Snowflake significantly expanded its footprint and influence across Mexico and Latin America. We saw strong growth in customer adoption across key industries, alongside deeper engagement with existing customers who are scaling more workloads on Snowflake. Snowflake has moved from being seen primarily as a data platform to becoming a strategic foundation for digital transformation across Latin America, helping organizations unlock more value from their data and accelerate innovation at scale.
Snowflake provides the essential foundation for organizing, sharing, and extracting insights, which is critical in the current technological landscape. A definitive example of this evolution is the launch of Snowflake Intelligence, which empowers every user within an organization to query an AI agent connected to all corporate data. This tool does not only provide answers but offers deep reasoning regarding the “why” behind business shifts. By breaking the paradigm of relying on static dashboards or data gatekeepers, we have revolutionized internal efficiency, allowing executives to find answers in seconds that previously required days of cross-departmental coordination.
Q: What strategic adjustments have you implemented to align Snowflake’s value proposition with the priorities of Latin American business leaders?
A: My primary focus has been increasing our regional coverage and investing in specialized leadership, including the appointment of new country managers in Mexico and Brazil.We view Mexico as a vital digital transformation bridge between developed and emerging markets, and we have strengthened our presence in the country to meet its growing market maturity. To better serve our clients, we implemented a verticalization strategy with experts dedicated to financial services, retail, manufacturing, telecommunications, and healthcare. Our operations in Latin America consist of over 200 commercial and technical professionals across Mexico, Brazil, Colombia, and Costa Rica, supported by a robust ecosystem of system integrators, hyperscalers, and technology partners.
Q: In 2024, the industry focused on “democratizing data access,” but the focus has now shifted to large-scale AI execution. How has Snowflake’s messaging evolved to meet these new market expectations?
A: Our philosophy is clear: there is no AI strategy without a data strategy. While our initial focus in Latin America was helping companies build a unified data foundation to eliminate silos, we are now focused on the next step: achieving an effective Return on Investment (ROI) through AI. Boards of directors across the region are no longer just asking how to start with AI, but how to do it correctly and efficiently to outpace the competition. Our platform enables this by ensuring data does not need to be constantly moved, which reduces costs and increases security. By integrating data engineering, analytics, and AI into a single horizontal layer, we enable companies to develop applications and collaborate with external partners, such as retailers sharing demand forecasts with suppliers to drive collective efficiency.
Q: What are the primary challenges in AI execution within enterprise environments that Snowflake is solving through its unified architecture in the Latin American market?
A: We address the critical challenges of data fragmentation and high operational costs by bringing AI capabilities like Cortex AI directly to where the data resides. By eliminating data movement, we significantly reduce security risks and latency while maintaining a balance between governance and speed. This is particularly vital for regulated industries such as financial services and healthcare, where users must obtain insights in seconds within a controlled and auditable framework. Our unified architecture ensures that AI models have access to the most accurate, governed data without the complexity of managing multiple point solutions, which often hinders large-scale deployment.
Q: How is Snowflake Intelligence transforming the relationship between business units, teams, and technology within organizations?
A: Snowflake Intelligence is shifting the technical barrier by allowing non-technical users to interact with data using natural language. Previously, extracting value from a database required knowledge of programming languages or specialized tools; now, any business leader can engage in a conversation with an AI agent to obtain multi-departmental insights. For example, if a CEO needs to understand why sales declined in a specific week, Snowflake Intelligence can aggregate data from marketing, sales, and operations simultaneously to provide a comprehensive explanation.
Q: What specific use cases exemplify the transformation Snowflake is providing to its clients?
A: Snowflake’s impact becomes very tangible when you look at how organizations are turning massive volumes of data into day-to-day business decisions. A clear example is in large-scale retail environments that process millions of transactions every day. With Snowflake Intelligence, companies are now able to process and analyze data at the speed the business requires, without being constrained by infrastructure or long processing times.
Organizations can now integrate data from multiple sources to gain a highly granular understanding of both product performance and customer behavior, enabling smarter decisions around pricing, assortment, and shelf space at each individual location. By consolidating transactional, behavioral, and operational data in a single, scalable platform, companies overcome previous data volume and processing limitations and can design more personalized experiences, offers, and product mixes tailored to each customer segment.
Q: What are the primary trends that will define the Latin American tech sector in 2026, and what particularities do you see in the Mexican market?
A: We are at a regional inflection point defined by three major trends: the rise of Agentic AI, where AI moves from assisting to executing autonomous actions; the consolidation of platforms as companies seek to simplify their data stacks; and a rigorous focus on AI efficiency and ROI. In Mexico, nearshoring is driving a massive demand for world-class data infrastructure and talent in manufacturing and digital services. Additionally, we see a democratization of AI where SMEs are adopting these technologies as a matter of survival. Mexico’s proximity to the US and its evolving regulatory frameworks regarding data privacy mean that companies with solid governance foundations will hold a significant competitive advantage.
Q: As AI agents proliferate, how should companies rethink their security, identity, and data governance strategies to operate reliably?
A: Governance must be the bedrock of any AI strategy.. Companies must ensure compliance with evolving local regulations, such as those inspired by the General Data Protection Regulation (GDPR) appearing in markets like Chile and Mexico. At Snowflake, we advocate for “privacy by design” and “zero-copy” architectures that minimize data movement, ensuring that sensitive information remains secure and auditable.
Furthermore, we are doubling down on observability to provide exhaustive monitoring and rapid incident response. Effective security now requires granular access controls and consent management integrated directly into the data processing layer.
Q: Looking toward 2026, what are Snowflake’s strategic priorities for growth and client relations in Mexico and Latin America?
A: Our strategy focuses on consolidating our regional presence by expanding our teams in Mexico, Brazil, Colombia, and Costa Rica while entering new markets. We are heavily investing in technical education through certification programs to build a larger ecosystem of Snowflake-qualified professionals in Latin America. Additionally, we are launching new partner programs to strengthen our collaboration with global and local system integrators. We will continue to deepen our verticalization, bringing global best practices and successful AI use cases to local industries like retail and banking. Our commitment is to educate the market and provide the foundational data excellence required for businesses to thrive in the era of AI.