Snowflake：2024年广告传媒与娱乐行业数据趋势报告（英文版）（15页）.pdf

1、DATA TRENDS 2024ADVERTISING,MEDIA AND ENTERTAINMENTHow Industry Leaders are Building for Success in the Snowflake Data CloudTABLE OF CONTENTSGen AI in Action.3Generative AI:More Regulations and Consumer Privacy Concerns.4Trends That Matter for Advertising,Media and Entertainment Companies.5The State

2、 of the Media Data Cloud.9How Media Companies Are Using Data Collaboration to Solve Critical Business Challenges.11 Preparing for the AI Future.13 Appendix:Methodology.14 2DATA TRENDS 2024:ADVERTISING,MEDIA AND ENTERTAINMENT3METHODOLOGYFor this report,we looked at how our Snowflake advertising,media

3、 and entertainment accounts adopted features and capabilities of the Data Cloud over the previous fiscal year to reveal trends,both in terms of the foundational development of data infrastructure and those users first moves into advanced AI.Where relevant,we have compared industry usage to our broad

4、er,cross-industry metrics to show both alignment and,more importantly,deviations.Generally,we compared usage in January 2023 to January 2024 to align with Snowflakes fiscal year,except in cases where features became public preview during the year.In those cases,we compared the first full month in pu

5、blic preview to January 2024.For the full methodology,see the appendix.DATA TRENDS 2024:ADVERTISING,MEDIA AND ENTERTAINMENT3GEN AI IN ACTIONIn 2023,the hype surrounding generative AI products was off the charts.But in 2024,the real work is underway as enterprises start to pour their proprietary data

6、 into large language models(LLMs)and create bespoke applications that drive their businesses in new directions.At Snowflake,we see this trend clearly,including among some of the largest enterprises in the Global 2000.Gen AI has moved out of the experimentation phase and into production.Our recent re