Twice the Power: Amplitude and Snowflake Join Forces to Fuel AI-Powered Decisions in Coveo, Smitten, and a Digital Media Giant

Imagine a world where data isn’t just stored but also understood. Artificial intelligence is the game-changer that enables businesses to easily turn raw numbers into actionable insights. At Amplitude, we help product, growth, marketing, and customer success teams work smarter with data-driven analytics and use AI to unlock even deeper understanding.

Still, many companies are missing out on seeing that happen because their data is trapped in silos and isn't accessible for AI to do its magic. That's where the joint force between data cloud platform Snowflake and Amplitude comes in. Amplitude's easy self-service product analytics integrated with Snowflake brings a scalable and reliable infrastructure for businesses to dig deeper into their product, behavioral, and enterprise data using the power of AI.

This blend enables businesses to tackle challenges like personalizing user experience and increasing customer retention while staying true to their users’ expectations and comfort. Amplitude helps by uncovering what resonates most with customers, turning insights into fuel for AI-driven personalization. Snowflake brings all the data together—protected, easy to access, and ready to be explored.

We’ll uncover the potential of Snowflake and Amplitude as we dive into the challenges that led three companies—, , and a digital media giant—to combine AI-driven data analytics and cloud storage to improve their efficiency and customer experience.

Coveo: Powering global success with smarter insights

Coveo’s philosophy is simple: AI-driven personalization is the secret ingredient that drives business success globally. Founded in 2005, Coveo provides top-notch search software for e-commerce, digital workplaces, and websites, tapping into AI to power digital journeys.

“As an AI search vendor, we empower our clients to deliver better digital experiences,” says , Senior Software Developer, Product Intelligence at Coveo. “To achieve this, having the right product analytics tools is crucial. They enable us to develop industry-leading features grounded in solid, data-driven decisions at every step.” The company fuels over 700 leading enterprises through AI-based technology.

Coveo looks at customer behavior data in Amplitude to understand how administrators and merchandisers interact with its products. To gain a bigger picture, the Coveo Product Intelligence Team also pulls rich, quantitative data from Snowflake—such as traffic and account details—and combines it with insights from Amplitude, gaining a clearer view of what customers need. Armed with this knowledge, Coveo can deliver tailored support to ensure account success while confidently shaping their next global product.

Besides identifying consistencies, Coveo also uses Snowflake and Amplitude together to detect anomalies, which is crucial in spotting unusual patterns or unexpected changes before they become an issue. In pursuit of deeper insights, they even developed an additional system built on top of the platform, fueled by Amplitude’s analytic capabilities, to uncover behavior patterns, drop-offs, and emerging trends across over 1,000 events.

The integration enabled Coveo’s product management team to explore data at a much deeper level. As Thomas Camiré puts it, they made aha moment discoveries—powering intelligent decision making within the company—and made game-changing updates to their product. As a result, they saw expected business outcomes go up by over 50% for some of the features they revamped using Amplitude data.

One of those key features is their web source creation flow. This lets users make a website’s content searchable by automatically discovering all its pages through site navigation and hyperlinks on those pages. However, some users encountered challenges when creating their web source flows successfully for the first time without any configuration mishaps.

Through Amplitude, the Coveo team identified and reworked the most error-prone step in the process. After a year, the number of people who used the feature successfully on the first try increased by over 330%; this improvement also led to a 7% reduction in customer support requests, creating a win-win scenario for everyone.

“We believe that only AI can enhance individualization and business outcomes simultaneously at a global enterprise scale,” emphasized Camiré.

Smitten: Transforming swipes into tailored experiences

Have you ever felt online dating is a grind? Smitten, a newly founded dating startup, shares that belief—that’s why they aim to make dating fun.

Through creative profile content and personality-based games, users get to know each other even before they hit the like button. When a match happens, the game results get posted into the chatroom as icebreakers, kickstarting quality conversations.

Smitten gathers over 1 billion user events annually, across four countries, which has to be analyzed by its small team of 26 employees. Managing such a massive amount of data to execute fast, smart decisions is no magic act: The team sends their in-app events to Amplitude, ensuring their workforce has all of the data they need to inform decision making. Then they push all of those events and high-volume event stream data—their “likes” and “rejects”—into Snowflake. This bidirectional native integration enables them to shape and personalize the experience into a framework that makes sense for them—just like they do for their users—while ensuring personal data is safely kept in their Snowflake environment.

With AI use on the rise, Smitten had to ask: Where does it fit into a dating app? While they don’t want generative technology controlling who users match with, they see its potential in enhancing the overall experience. Data Analyst explains, “Our users don't want a future where AI dictates their partners. We need to make sure that it’s making the experience better rather than creating a dystopia.”

In line with this idea and striving to balance fun and security, Smitten uses AI to detect bad actors and proactively prevent scammers from reaching out to people on the app. Another AI-fueled improvement opportunity they aim to reach shortly is personalizing customer journeys based on their unique needs, like tailoring push notifications and content for different people.

Using Amplitude and Snowflake has enabled Smitten to spot trends, outliers, and shifts in KPIs quickly, ensuring every user gets the best experience possible. “In such a small organization, removing 95% of the ‘waiting for data’ bottlenecks is a crucial aspect in releasing fast, giving us an edge over other popular dating apps,” Sverrir added.

But even with the impressive freeing up of the data team, Sverrir recognizes Amplitude and Snowflake’s biggest impact was within the company, driving a new curiosity culture and fundamentally changing how projects are tackled. Now, every collaborator is super interested in how their actions affect the core business.

All of these transformative achievements were made possible through Account Manager ‘s dedicated support. “He constantly strives to ensure that we have a package that covers all of our requirements,” noted Sverrir.

A Leading Media Company: Feeding journalism with hyper-personalized stories

The team at this top media platform believes reporting is entering a new era, where personalization can deliver tailored news and stories that truly captivate people.

With millions of monthly readers, the publishing house owns and operates a network of newspapers and digital media outlets across the United States, and strives to keep expanding its online presence.

The team harnesses the power of Amplitude and Snowflake to offer curated messaging that attracts new audiences while engaging existing ones. Snowflake stores critical offline data, like subscription details, which is then combined with online behavioral insights from Amplitude. Using these systems together, the company can create detailed user profiles, making it easier to tailor experiences based on each person’s interests and habits and reduce churn.

By integrating Amplitude CDP with their data, the company also increased subscriptions in one stroke. Through the creation of a robust onsite marketing asset library and a testing program, they gained over 500 new members every week. They also launched a campaign targeting users whose most recent payments had failed—a common cause for membership cancellations—asking them to update their payment method with a tailored message. As a direct result, they reduced passive churn by 13%—without any additional costs.

AI also has a significant impact on analyzing and categorizing content. Before integrating Amplitude and Snowflake, the company used to pay a vendor to help with tagging. Now, they create detailed content profiles in Amplitude and use AI modeling to drive suggestions based on those tags. For example, if a user reads many stories tagged with “gaming,” the site might recommend similar gaming stories, enhancing session depth and engagement.

Eager to build on their success with AI, they developed a prediction model—the Propensity Model—which predicts the likelihood of a user signing up for a newsletter or subscribing to a plan based on behavioral data. Gathering these insights enabled them to create personalized pricing offers for their users and increase newsletter signups by 35%, significantly improving the company’s revenue per user.

“We are now far more actionable and targeted than we ever thought possible because of the strong foundation we had to build upon,” said the company, reflecting on how Amplitude and Snowflake enabled their data-driven growth.

Predict, empower, and enhance with Amplitude and Snowflake

Just like for these companies, using the power of Amplitude and Snowflake can help you drive your AI initiatives so that you can deliver better digital experiences and drive growth.

Whether improving decision making or meeting customers‘ needs better, all three companies have shown how Amplitude and Snowflake can be applied at all stages of a business and create positive impact. Their teams are now empowered to manage data and use AI to move quickly and more effectively, be it giving smarter news recommendations, personalizing dating experiences, or predicting user journeys.