Today, we're excited to announce Snowplow Signals. 

Snowplow Signals transforms how companies build and deploy AI-powered customer experiences. Snowplow Signals now makes it easy to hyper-personalize user journeys and equip AI agents to overcome the "cold start problem", driving more relevant interactions.

After more than 10 years of helping data-driven organizations capture and process rich, first-party behavioral data in real time, Snowplow is now extending our platform capabilities to better support product, engineering, and data science teams who are developing customer-facing AI-powered applications — including personalization engines, adaptive UIs, and agentic applications like AI copilots and chatbots. 

Why Packaged Personalization Software and Custom Build Solutions Fall Short

Companies are rapidly integrating AI capabilities into their products, but frequently encounter the same fundamental challenges: achieving reliable real-time user identification, interpreting current behavioral patterns, predicting user intent, and delivering hyper-personalized experiences at scale.

Traditional data architectures typically require choosing between two suboptimal paths — accessing data quickly but sacrificing depth and reliability, or working with comprehensive, trustworthy datasets that arrive too late for real-time action. Historically, companies have faced a binary choice when building applications that can personalize customer experiences:

• Buy: Packaged personalization software offering fast time-to-value but limited flexibility, with no auditability, poor governance, and designs built for marketers rather than product teams.
• Build: DIY solutions offering product and engineering teams customized workflows but require manual feature engineering and disconnected systems that result in expensive, slow development cycles.

This trade-off leaves a critical gap. While product teams can analyze customer behavior after the fact, they struggle to ship products that can act on deep customer intelligence in the moment it matters most — when users are actively engaged with their applications — to increase engagement, convert more new customers, and reduce churn.

We're entering an era where applications don't just respond to user actions — they anticipate needs and act proactively. This shift from reactive to AI-powered intelligent experiences requires a new foundation: customer intelligence infrastructure that combines historical customer context with real-time user behavior.

Snowplow Signals eliminates these limitations by offering a unified infrastructure that computes, stores, and activates rich, governed customer context — seamlessly combining live in-session data with comprehensive historical data.

Introducing Snowplow Signals

Snowplow Signals introduces a third option designed for product and engineering teams who want to build smart, personalized experiences without purchasing packaged software. Signals offers a pre-assembled system of components that plug into your stack, without abstracting away your data or decision logic.

More simply, Snowplow Signals makes customer intelligence operational — turning behavioral insights into real-time fuel for AI-powered applications.

"By infusing real-time behavioral context into an application's memory, Signals transforms one-off customer interactions into deeply personalized, proactive experiences that drive measurable lift in customer engagement, conversion, and lifetime value," said Todd Boes, Chief Product Officer at Snowplow.

How Snowplow Signals Works: Three Core Capabilities

1. Profiles Store

The heart of the customer intelligence system— a low-latency API that gives applications and AI agents instant access to rich customer context. The Profiles Store is populated by two complementary engines:

• Streaming Engine: Computes real-time customer attributes from live behavioral data (like current session activity, real-time engagement scores)
• Batch Engine: Enriches profiles with historical intelligence from your data warehouse, including ML-generated attributes, lifecycle stages, and cross-platform behavioral patterns

2. Interventions Engine

Unlike traditional product analytics platforms that only provide customer journey insights, Signals enables your product to anticipate customer behaviors and act on them in real time. The Interventions engine triggers personalized actions based on real-time customer behavior — from dynamic pricing and in-app nudges to proactive AI agent assistance.

3. Fast-Start Developer Tools

Purpose-built for product and engineering teams, Signals includes fast-start developer tooling including Python and TypeScript SDKs, declarative attribute definitions, and solution accelerators that dramatically reduce time-to-value.

Real-World Impact: Beyond Static Customer Intelligence

"Snowplow Signals provides our product and engineering teams with the real-time customer intelligence infrastructure they need to build adaptive, AI-powered experiences into our FindMyPast product," said Anup Purewal, Chief Data Office at DC Thomson.

"With Signals, we can advance beyond static searches to offer a genealogy experience that truly reflects the hobby — guiding each user's unique journey through our vast archives by proactively surfacing relevant content and suggesting next steps in real time."

What Sets Snowplow Signals Apart

Real-Time Without Compromise: Packaged personalization software sacrifices depth for speed. Signals computes and serves customer intelligence in-session with sub-second latency — no trade-offs between real-time access and comprehensive insights.

Built for Developers & Product Managers, Not Just Marketers: While traditional personalization platforms focus on dashboards and reports, Signals provides APIs and SDKs that let developers embed customer intelligence directly into application logic.

Train Once, Deploy Instantly: Use historical data from your warehouse to train ML/AI personalization models, then deploy them on live streaming data with zero rework — bridging the gap between data science and real-time applications.

Your Data, Your Control: Unlike traditional SaaS platforms, Signals runs in your cloud environment with complete data governance, auditability, and ownership.

Architecture Overview 

Built on Snowplow's proven real-time data pipeline and streaming engine, Signals ensures consistent, high-quality customer data across both streaming and warehouse environments. The platform provides:

• Unified Data Flow: Combines streaming and batch processing in a single system
• Single, Low-Latency API Access: Makes all customer data accessible through one interface
• Cloud-Native Deployment: Secure, scalable infrastructure in your environment
• Git-Backed Management: Manage attributes and models with engineering best practices

Get Started with Snowplow Signals

Snowplow Signals is currently available to select design partners, with general availability planned for Q3 2025. This represents our strategic expansion beyond data infrastructure to become the foundational customer intelligence platform for real-time, AI-driven applications.

Learn more about Snowplow Signals or request a custom demo to see how real-time customer intelligence can transform your applications.