Hightouch, a front-runner in AI-driven data activation for marketing, has extended its oversubscribed Series C round with strategic investments from Snowflake Ventures and Capital One Ventures. The new funding sharpens focus on Hightouch’s big bet: agentic AI as the future of marketing execution.

And the market is listening.

With customers like WHOOP and Fundrise already embracing its flagship product, AI Decisioning, Hightouch is redefining the marketer’s role—not just with automation, but with autonomous agents that learn, adapt, and execute. These AI agents tweak messaging, channels, and timing dynamically, optimizing every touchpoint at scale.

“This is more than optimization—it’s automation that thinks,” said Tejas Manohar, Co-CEO and Co-Founder of Hightouch.

Agentic AI Is the Next Frontier for Martech

Unlike traditional marketing clouds that rely on static segmentation and predefined flows, agentic AI operates in real-time, continuously learning and adjusting based on customer behavior. Think of it as an always-on analyst, strategist, and campaign manager rolled into one—embedded inside your data infrastructure.

Hightouch’s platform already enables this through its Composable CDP (Customer Data Platform), layered on top of Snowflake’s AI Data Cloud. With the backing of Snowflake Ventures, the two companies plan to deepen integration—tapping into Snowflake Cortex AI and warehouse-native architectures to offer a faster, leaner alternative to monolithic martech stacks.

“Hightouch built an innovative, composable approach to unifying data and streamlining workflows that unlocks AI-driven personalization,” said Jon Barad, Partner at Capital One Ventures.

Dismantling the Legacy Marketing Cloud

Traditional marketing platforms are buckling under the weight of legacy systems and rigid campaign logic. Hightouch is betting that composability and AI agents will do what monolithic marketing clouds haven’t: put data into action, instantly and intelligently.

The difference? Instead of marketers dragging data through endless dashboards and campaign builders, AI agents in Hightouch act directly on the warehouse, reducing complexity and boosting speed.

“Marketers no longer want to wait days to test a message or segment,” said Manohar. “With AI agents, the campaign adjusts itself—learning and executing at machine speed.”

From Decisioning to Execution

The fresh capital will accelerate development of new agents across the marketing stack—not just for messaging but also for attribution, channel mix optimization, churn prediction, and even LTV modeling. Hightouch’s roadmap suggests a future where every marketing decision is data-informed and AI-automated—yet fully auditable and marketer-controlled.

In essence, it’s giving marketing teams a way to scale without scaling headcount.

This direction aligns with broader industry trends: the move toward warehouse-native marketing, the rise of composable architectures, and growing investment in generative and agentic AI. What separates Hightouch is its ability to fuse all three into a usable platform with real-world traction.

“By building directly on top of Snowflake’s unified platform for data and AI, Hightouch enables marketers to execute faster, with less complexity and more control,” said Adam Kaufman, Global Head of Industry Go to Market at Snowflake.

The Takeaway

This latest round is less about capital and more about alignment—with investors who understand that the next marketing transformation won’t come from dashboards, but from decisions made at machine speed, powered by live data and adaptive AI.

With Snowflake and Capital One Ventures onboard, Hightouch is poised to grow from a smart data tool into a new kind of marketing operating system—one where AI doesn’t just assist, it acts.