Cortex agents and Native Apps are pulling AI workloads inside the governance boundary. Buyers now evaluate the platform on RAG and semantic search, not just SQL throughput.
Committed-spend procurement collapses three weeks of legal review into a click. Marketplace transactions on Snowflake are growing faster than direct, changing where deals close.
Databricks, BigQuery, and Microsoft Fabric are all pricing aggressively into Snowflake's mid-market. Every new logo is now a head-to-head shortlist, not a single-vendor evaluation.