You're Getting Gouged on Compute with Luke Ambrosetti - Making Sense of Martech

Topics in this episode

Demand generation Automation MarTech systems Lifecycle marketing

Episode notes

"APIs led us to data silos. MCP could lead us to context silos, and that's why I'm hoping people will be a bit more restrictive about where they hook up MCP." - Luke Luke Ambrosetti has spent a decade arguing that the data warehouse should sit at the center of every enterprise martech stack. Now, as Databricks plants its CDP flag and Snowflake expands into AI decisioning, the architecture he championed is either winning or getting absorbed into something bigger. In this episode, Luke, principal industry architect for marketing and advertising at Snowflake, joins Jacqueline to unpack whether warehouse-native has become a genuine foundation or just another vendor checkbox. They cover the full arc: why schema ownership beats security as the real argument for warehouse-native, how SaaS vendors have quietly marked up compute and resold it back to brands, and what the explosive growth of MCP servers without governance infrastructure actually means for enterprise martech teams. This is a conversation about structural power in the stack, who controls the serving layer AI operates from, and whether innovative challengers or deep-pocketed incumbents walk away with the next decade.