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Adam Faze is helping creators build the next generation of television. The producer and co-founder of FazeWorld sits down with Fortune Daily to discuss:
• Why creators are moving beyond TikTok and building long-form shows on YouTube
• How hundreds of millions of views can translate into surprisingly little money
• The business model behind creator-led shows like Boy Room and Keep the Meter Running
• Why he believes creators should stop chasing virality and focus on making “amazing television”
• What the creator economy can learn from Hollywood, and where traditional media is getting it wrong
• Why the next generation of stars may come from creators who build original IP from scratch

Plus on today's episode: 
• Anatomy of a Deal: What is the true value of cultural influence? Art-o-nomics founder Halim Flowers sits down to discuss his index helping artists and athletes measure their market worth. 
• The Business of Sports: USA SailGP CEO Mike Buckley talks with Fortune's Executive Editorial Director Diane Brady about his strategy to bring racing fans to the water.

Subscribe to Fortune: https://fortune.com/subscribe/ 

Additional images courtesy of Getty Images

00:00 Adam Faze
14:07 Halim Flowers
18:24 Mike Buckley

Why Viral Views Don’t Equal a Business (And What Does) | Fortune Daily

Features

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OpenAI’s new Astra model is making waves, but questions about access and regulation are splitting Silicon Valley. In this episode of Fortune Daily, host Ellie Austin is joined by Fortune AI Editor Jeremy Khan to break down the fight over AI guardrails and what a "smart" rulebook actually looks like.
Plus, Kamal Ahmed previews next week’s United Nations General Assembly, and Diane Brady explores how humanoid robots are transforming the world of logistics in 'The Future of Work.'

Subscribe to Fortune Daily for more deep dives into the world's most powerful companies.

Additional images courtesy of Getty Images and Nina Wurtzel

Who Really Controls the Future of AI?

There's little question that the internet made economic opportunity available to more people around the globe than ever before—but it also concentrated power, exacerbated social divisions, and drew much of our lives—perhaps too much—into a virtual environment. As artificial intelligence promises to once again upend our world, what lessons from the internet revolution should we consider once more?

Steve Case, Co-founder, AOL; Chairman and CEO, Revolution 
David Kirkpatrick, Founder, Brainstorm 

The Unintended Consequences of Tech Revolutions

Conferences

Over its seven decades of operation, Hyatt has accumulated one of the richest records of guest behavior in the hospitality business. In a little more than a single decade, Silicon Valley’s Snowflake built a software platform that turns vast troves of fragmented data into decisions companies can act on. Their CEOs discuss the strategies and tools that leaders of consumer businesses can use to build deeper  customer loyalty, achieve more efficient operations, and smartly deliver a personal touch.  

Mark Hoplamazian, Chairman, President, and CEO, Hyatt 
Sridhar Ramaswamy, Chief Executive Officer, Snowflake
Jeremy Kahn, AI Editor, Fortune

The Data Suite Spot

Mark Schriar, thank you for being here with us. Um, I wanted to start with an anecdote about my own experience recently. I stayed in the Hyatt Hotel and I left an item behind in my room. I left a jacket, a running jacket behind, and I could not find online, well, this is maybe a, this is maybe a bad thing. I couldn't find online a number for that specific hotel, but I had to call, I had to call the general number and I got connected to an AI agent and I thought, oh my God, this is. Going to be a nightmare. I'm going to get stuck in some sort of decision tree. I'm never going to get this jacket back. I'm never going to figure out how to connect to this hotel. And it just said explain in, you know, plain language what what you'd, what you'd like. And I said I left this jacket at this particular branch of the hotel. I was just staying there. They said no problem, connected me directly to lost and found of that hotel. They had my jacket and it was great. I got it back. So that was a that was a delightful AI agent experience. And Mark, I want you to talk to, I mean that was one use case, but how is Hyatt really using AI across, uh, across your organization, um, and to what extent is data, because this is a conversation about data is data the key kind of underpinning of that? Um, sure, thank you, um, we're using AI in a variety of different ways, but let's just start with sort of the, the front end of commerce, so. Um, we've, we've built out several, uh, gente platforms so far. One is to enable, help our sales team be more efficient and effective to respond to the more than 1.5 million RFPs we get every year from corporate customers. Um, that actually has turned out to be very successful. We've grown our market share and group business and, um. And freed up a full day a week per salesperson who's otherwise working on this, so the ability for them to go and optimize the remainder of the revenue stream for the hotel has been really fantastic. We actually launched an agenda, a generative interface for the search function within Hive.com. At the beginning of 25 and that's actually been phenomenal because instead of, you know, date range, number of rooms uh and city or or even individual hotel, you now do free form uh pros, uh, regular language and we actually learn a lot about you we, you know, you could say my wife and I are taking. Our 15-year-old son and our 12-year-old daughter, and here's what we'd like to do. We just learned that you've got two kids. We look at the date range and say spring break, question mark follow up for next year. Third, we just found out that you like golf, a Michelin star restaurant, a great water park for your kids, and a great spa. All those things are important to thinking about. How we interact interact with you and then there are a bunch of other things um that are helping our hotel teams be much more efficient and effective in the use of data we have a massive amount of data on all of our hotels we operate over 1500 hotels in 78 countries. Um, and actually without Snowflake we wouldn't have been in a position to even begin that. And then fast forward and we'll talk about this I'm sure, um, Snowflake became our partner in building the agentic platform to actually do all the analytics behind the signals that we are sending to our hotel teams every week. Um, to say, here, here's some patterns that we're, we're seeing. Might you consider this? or here's our recommended, recommended action, and the feedback loop that one of your prior, uh, panelists had, uh, talked about. To actually allow for the cognitive loop to actually work is really the critical piece of that, and that's actually what we have underway. So there's just a few examples, right? And, and should, I, I wanted to talk to you about a couple of years ago if you wanted to run these agentic experiences, the advice a lot of people are getting, well, you have to get all your data together. You have to go put it in a giant data lake. Um, people were, you know, a lot of the, the consultant. are out there selling these very large data transformation projects and I know because we spoke at Davos this year for a while that really this is sort of an outdated way of thinking that actually now it's possible with these agents to potentially keep the data in separate buckets but to run an agent layer on top and to actually get the meaning you want and the right information to those agents, yeah. I think two things have happened, Jeremy. One is that by using things like agentic AI, specialized coding agents, simply your ability to get data projects done faster has just gone up, sometimes by an order of magnitude. Um, things that used to take years can now be finished in months. But the other point is a really interesting one about AI, which is that it comes with built-in gloom. Meaning that he can talk through different systems, he can stitch the data together because these models are very smart at figuring out that kind of context. It just makes for much faster progress. You do benefit if you want to run like a massive machine learning algorithm that wants to optimize the guest experience. You benefit from having the data sit in a platform like Snowflake, but I think what AI is also uh creates. for all of us, and Mark was telling me about some of the things he got done with his team, and they're mind blowing is the speed at which he can actually go try an idea and see is data here or here right before you embark on some 6 month or 2 year migration. I think that's the big unlock. Got it. And Shaar, you've talked about moving from sort of systems of record to systems of insight to systems of action. What does that really mean? Well, analytic systems like uh Snowflake came to be because, uh, transactional systems, your CRM system or even your HR system had super limited capabilities analytically. They were fine for I want to, you know, file for vacation from this day to this day, something specific about you. But on the other hand, if you wanted to get any kind of general trend around when are people taking vacation, when are people actually, you know. Uh, showing up, um, at the, you know, at the best H Hyatt hotels, you needed analytic systems in order to be able to do that. I think what AI back to the blue point that I was making earlier, has made possible is that now you can combine that kind of insights with the ability to take action. Um, for example, in our own case, we use this technology called MCP to connect to our Slack system, to connect Gmail, etc. to the core agentic platform that lets us access Snowflake data. This means that it's super easy, it's just as easy for me to say how much revenue did Snowflake make yesterday and what was the variant to summarize. Is a Slack channel for me because it's a lot and I don't really have time to read the whole thing. It's like bringing all of these things together that I think is going to be a big unlock for Agent TKI. Got it, Mark, as a customer of these services, I really wanted to ask you, you have so many vendors out there for all probably all every software vendor you use at Hyatt. Is now trying to sell you on why they should be the agentic AI orchestration layer. Everybody wants to be the orchestration layer, including Snowflake here, but from a customer perspective, what, who, how are you making the choice of which vendor to go with? Where do you think it makes sense to actually, this is who we want to partner with to create that orchestration layer? So I don't know how you know that, but it's true, every single one, I think there are two things that I think about. One is, um. The complexity and speed required to get through something, um, and the expertise involved and I think those are the those are the areas in which we will turn to individual experts. I personally think that the separation that Shoar just mentioned about a system of record versus the analytic layer versus the agentic layer makes all the sense in the world to me because we benefited from that thinking in being able to get things um. Going through a lot of testing and learning and experimentation much more quickly than we would have had we done it serially and otherwise, um, and especially if we just try to use one company to do it all so I think there are different companies that have been stood up. I'm not gonna name any by name, but they're, they specialize in certain areas and I'm a huge believer in not reinventing the wheel, so very happy to work with them. It's true, also true that we've set up, uh, the generative, uh, search function, the RFP uh response writer on our own. We're currently working on one which actually is an intersection of both internal data and external data and actually, uh, Snowflake is helping us do this. This is why, you know, this is the big evolution in our of our relationship. The we're we're pulling in not just hotel operating performance but customer data internal and external TripAdvisor ratings, Yelp ratings, um blog feedback, etc. etc. and we're ingesting that and actually processing that alongside what's going on in that particular market and with that hotel's particular customer base. With all of the internal information that we collect ourselves and we're utilizing that to try to provide signals to our hotel teams and we as a company are very purpose driven so our purpose as a company is to care for people so they can be their best in order to care for someone you have to practice empathy and then take action so we understood where the friction points were for the hotel teams and where they would benefit the most from getting. Assistance to make their jobs easier but also get them focused on the things that were the most important, most impactful, and leave more time for them to actually engage with our guests so this has been a big unlock and I think if I may, the big difference in our relationship with Snow. Flake has been they didn't come and say we're a hammer in search of a nail this is what we're gonna build for you when we were building this platform I just described, they're working with us so they're practicing empathy sitting down and saying what do you really need? How's this really gonna be used? We needed to go talk to hotel teams we need to understand and I think that's a big difference maker because a lot of the sessions this morning. Uh, or midday have been around the frame, the technology, the stack, etc. chips, um, but the human factor is huge, and I think the absorption, not just adoption, because I think Microsoft and Amazon just abandoned the token. Uh tracking that they were doing, there's a reason for that, right? That's not, that's not absorption, that's just using it, maybe it's productive, maybe it isn't. I'm looking for actual results at the end of the day, so I'm looking for absorption, people who are really taking it in, understanding it and utilizing it, and I think building this platform that we're building so that it can be absorbed and utilized is really. Right, I wanna go to the audience, see if we can get a question from the audience. If not, I've got lots of questions, not seeing any right now, so I'm gonna carry on. Um, sure, uh, one of the things we're starting to see is because everyone's competing to be this agent orchestration layer, um, and everyone, a lot of the traditional vendors are very, uh, particularly a lot of the traditional data vendors are very worried about being disintermediated. You're starting to see people putting in. What they're calling toll gates. They, they don't want to allow free access for a third party agent on their system, or they certainly they don't want to allow that under the current license arrangement. They're going to charge something quite a bit extra for that if they're going to allow it at all. What do you feel about this? It's Snowflake, you know, are you ever going to gate third party agents on your platform? and what do you make of this whole trend? I think Practicing what Mark just said. Empathy for the customer, uh, is a, is a really important quality that distinguishes people that see a bright future ahead versus one that want to, you know, from people that simply want to protect what they have. And the other thing I'll say is that sometimes we forget the fact that technologies are about creating great experiences whether it's for internal users, the people that use Snowflake within Mark's team, or for the guests that show up. And the more your products like help people create these great experiences, the more successful you're going to be. Everyone, yes, aspires to be top dog, but you need to create great experiences. That's what it's um it's going to all be about, um, and uh we believe in interoperability. I tell people, uh, you can use our interfaces, the app that we create, uh, directly if you like. On the other hand, if you have your own application and you simply want to use an API to embed an agent from us, that's perfectly fine. If on the other hand, you just want to write a SQL query to get at the data using a technology like MCP, that too is fine. We also make sure that we write data in a format that can be read by other engines. So at every layer of the stack, interoperability is the name of the game, and I think it also reflects our confidence and belief. You know, in the future that we want to create together and I think being customer first is a must, right? And my intuition is customers are probably not going to like the idea of a gating Mark, is that right? I mean, no way, yeah, yeah, I mean we, we just replaced all of our core systems on property, our central reserve reservation system, property management system. Uh, point of sale and revenue management system, not many people, not many sane people do that all at the same time we did, and thank God we made it through on budget time. Um, that was more luck than intellect, but the one thing that distinguished our choices in what we were going to do is I wanted basically um. Um, a layer of the systems to be agnostic to whatever new hotel that we were going to take over, whatever systems they were running, I wanted them to be able to plug in so that the central reservation system that we adopted already has 140 different property management systems API into their into their system. So that means your your turnaround time and being able to bring a hotel on is very fast. So if they, if there was a gate there and I had and we that was an expense that had to be borne by our hotel owners, I would resist that significantly as as one example that's a very specific. Practical example in hotels, but it's true generally, right? I wanted to ask a question about it. We've just been through this period on Wall Street people refer to it as a fast apocalypse. Snowflake has been to some extent a victim of this, although recently your stock has come back very strongly. I, I wanted to ask from a customer perspective because the, the thesis sort of behind the apocalypse is, oh, you know, thanks to AI coding agents, customers are just and the large enterprise are just gonna start building all their own bespoke software they're gonna build up their own agents, they're not gonna need the offerings. From these software vendors, Mark, is that, is that true from your perspective? I think there's some cases in which we will actually build our own, um, but there are many cases in which we will use third parties. Um, I'd like that flexibility. I like being able to make that by build decision, uh, and sometimes it's it's almost a hybrid where we're getting certain input in certain, um, services from, from partners, but also, uh, working, having a team internally working on it. Um, but the relationship between the vendor and us, our own team, is really the critical factor there. So, um, I think it's, it's not a clean yes or no. And Stradar, I imagine you're going to tell me that the Sass Pacos is over and Snowflake's been oversold, but what's your view of what's happened and the market reaction in the last, you know, 6 months? Every company that's in software truly needs to internalize that the cost of creating new software or changing existing software is dropping precipitously. And anyone who doesn't like absorb that is in for a root shock. I compare this to, let's say, um, blogging and media in the early 2000s. Sorry, there's a before and there's an after. Um, it like the early internet made both creation and distribution super easy. It had a set of consequences that like you're still living through. I think software is going to go through a similar sort of change, um, and so companies need to think very hard in terms of what is their durable advantage. It might be that they're able to provide infrastructure, you know, much better, or it can be that they're able to provide a set of governance capabilities or capabilities that our customers want that they look at and go, you know, it's not worth it for my team to be building this. These folks will be better at uh. At doing this and so we think a lot in terms of how do we truly meet customers where they are, what we need to provide for them, and how do we also stay at the cutting edge of what is possible with software. Fantastic. Uh, there is a question in the audience. I see someone with their hand up but we're gonna get there very quickly. We don't have that much time, so please be brief. Your perspective on data sovereignty for Snowflake and the work you might be doing and for Mark, uh, perspective on longevity and wellness entering the hospitality those are all right, let's maybe we can ask you both to answer the same question. Uh, let's, let's talk about data sovereignty. Maybe both of you talk about data sovereignty very quickly. Uh, data sovereignty is real, um, and it's here to stay. We just, uh, it obviously comes in different forms from in everything from. You know, I'm in Germany. My data center needs to be operated in such a way that it cannot be shut down because somebody in the US says shut it down. Um, so we, we work with a number of, you know, we work with the hyper scalers. We work with others to make sure that we respect the wishes of the local government. We don't have a choice. Mark don't think it's health care by the fact I want Mark to get in here before we, before we run out. I have nothing to add. Oh, OK. Oh, that was easy. That was really easy. I'll let you continue that. What about longevity? Do you have 30 seconds on longevity? It's, it's alive and well. Sorry for the for that, um, no, we actually, uh, bought a business called Miraal, um, which has an extraordinary, um, um, well-being, uh, content, uh, all based on mindfulness, and we're extending the expanding that across the, the company because especially corporate customers want to integrate more mindfulness and well-being experiences in their stays in their group meetings, um, so it's become a massive business for us and I think there's we're just at the beginning. Well, from data to longevity, there we go. Thank you very much for listening. That's all the time we have. Thank you.

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