Over 53% of web traffic is now bots. $750B in consumer spending will flow through AI-powered search by 2028. And most marketing analytics tools are measuring none of it correctly.
In this session from Snowflake Summit 2026, Snowplow Senior Product Manager James Borlase breaks down why the marketing playbook is already breaking (and what it takes to fix the data foundation beneath it).
Topics covered include:
- Why standard analytics reports assume all traffic is human (and why that's a problem)
- How to untangle real human sessions from bots and AI agents in your analytics
- Surfacing hidden AI traffic: what AI crawlers, scrapers, and training bots are doing on your site right now
- How to build AI referral attribution and understand whether AI tools are actually driving conversions
- Getting ready for agentic browser sessions, where humans hand off to agents and back again
- How Snowplow + Snowflake detect, classify, and activate clean behavioral data in real time
Whether you're a marketing exec, data analyst, or digital analytics practitioner, this session will change how you think about audience measurement, attribution, and conversion rate optimization in an AI-first world.
Want to learn more? Contact us: https://snowplow.io/contact-us