Morten Lileng

Enterprise‑scale identity resolution demands coordinated matching, enrichment and hygiene across regions and compliance boundaries. This session shows how Model Context Protocol (MCP) enables composable architectures that link Snowflake’s native capabilities with region‑specific identity engines. Using dentsu’s approach with Cortex Search and intelligent routing, we’ll illustrate how MCP orchestrates complex workflows without moving sensitive data, scaling globally while preserving sovereignty and accelerating insight.

Learn how dynamically composable Snowflake Native Apps accelerate innovation and streamline operations. In this session, we’ll explore how a modular, microservices-style architecture — powered by gen AI — enables effortless deployment of key marketing capabilities, such as identity resolution and audience activation. Discover how an adaptable, low-overhead approach helps businesses scale faster to meet evolving needs. Plus, see a real-world example demonstrating how this framework drives rapid innovation and improves marketing outcomes.