Zeta Global Holdings Corp. (NYSE:ZETA) said to Benzinga that Snowflake Inc.’s (NYSE:SNOW) Open Semantic Interchange (OSI) could help standardize inconsistent data definitions across fragmented enterprise marketing systems, addressing a key issue that often leads to inaccurate AI-driven insights and weakened trust in analytics outputs.
Zeta Global Says OSI Could Standardize AI Marketing Data Definitions
Zeta said Snowflake OSI could help solve a key problem in enterprise AI: inconsistent data definitions across fragmented systems.
In a response to Benzinga, Zeta CTO Christian Monberg said it is focused on improving customer outcomes rather than projecting direct OSI-driven revenue growth, but expects AI adoption to push demand toward AI-native platforms like its own.
He said many organizations still struggle with data consistency, and OSI is part of the effort to fix it.
Zeta warned that AI systems often produce inaccurate results when key marketing metrics are defined differently across tools like CDPs, campaign platforms, and attribution systems.
"The most common failure mode we see in enterprise AI traces back to the data layer," Monberg said, adding that OSI could standardize definitions, reduce integration work, and improve trust in AI outputs.
Zeta said future AI marketing will depend on "plain language" queries that deliver actionable answers, but only if underlying systems share consistent definitions.
Snowflake OSI Push Targets Unified AI Data Standards
Snowflake says its OSI is emerging as a shared standard to improve how AI, analytics and BI systems understand and exchange business data.
Josh Klahr, director of analytics product management, said OSI is gaining early traction with "nearly 400 GitHub stars, more than 40 pull requests, and participation from 48 leading organizations," including Databricks, Salesforce, Oracle and more.
He expects adoption to grow over the next 12–24 months as companies aim to reduce fragmented data systems, improve AI consistency and avoid vendor lock-in.
Klahr said interest is strongest in financial services, marketing and retail, where cross-industry collaboration is helping drive early adoption.
He added that OSI matters more as enterprises use multiple clouds and AI agents that need consistent, trusted business context across systems.
OSI includes five working groups focused on metrics, composability, catalog integration, ontology representation and semantic tooling.
A key goal is standardizing core business concepts like customers and products so they remain consistent across platforms.
He said a community roadmap built from 70+ discussions outlines future work on semantic governance and AI-native systems.
Klahr said OSI will help Snowflake customers build AI applications more easily across different environments while keeping data definitions consistent.
"We see OSI as an important step toward enabling that kind of open, interoperable ecosystem," he said, emphasizing the need for flexibility with trusted business context.
Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.
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