What if your PDFs, transcripts, and logs could live in the same place as your BI dashboards? For years, Snowflake was known primarily as a cloud native data warehouse built for structured analytics. It was the go-to solution for SQL analysts, BI teams, and data engineers working with neat rows and columns. Meanwhile, many teams dealing with documents, images, logs, and raw application data assumed they needed separate storage such as Amazon S3, Google Cloud Storage, Azure Blob, or NoSQL databases.
In 2025, that separation no longer has to exist. Snowflake is now a multimodal data platform that can store, process and query unstructured data.
So yes, Snowflake can store unstructured data, but more importantly, it can use it. This capability offers significant architectural advantages for modern data teams. In this blog post, we’ll break down exactly how and why it matters.
What is unstructured data?
Unstructured data refers to any information that doesn't fit neatly into traditional rows and columns. This includes:
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- Documents: PDF, DOCX, TXT files
- Images: PNG, JPG, TIFF formats
- Audio and video files: Media content and recordings
- Logs and event data: Application and system logs
- Communication data: Email threads and chat transcripts
- Markup and structured text: HTML, XML, JSON blobs
- Binary files: Application-specific file formats
As organisations increasingly generate massive volumes of this data, the need for unified platforms that can both store and analyse unstructured content has become critical.
How Snowflake stores unstructured data?
Snowflake stages for unstructured data
Snowflake manages unstructured data through stages. This means through storage locations that reference files either within Snowflake's managed infrastructure or in external cloud storage:
- Internal Stages: Files are stored within Snowflake's managed storage, offering quick setup and seamless integration
- External Stages: Files remain in external cloud locations (Amazon S3, Azure Blob Storage, Google Cloud Storage), with Snowflake accessing them via metadata references
You can also combine both approaches for optimal performance and scalability based on your specific requirements.
The FILE data type in Snowflake for unstructured files and metadata
Snowflake provides a dedicated FILE data type for unstructured data. A FILE value represents a reference to a file stored in an internal or external stage, without storing the actual file content in the table itself. This approach allows:
- Efficient storage and cost management
- Fast metadata querying
- Seamless integration with processing pipelines
Accessing unstructured files in Snowflake
Snowflake provides familiar commands for file management:
- PUT: Upload files to stages
- GET: Download files from stages
- LIST: View files stored in stages
These operations mirror cloud storage interactions while maintaining Snowflake's security and governance standards.
Processing and querying unstructured data in Snowflake
Storage is just the beginning. Snowflake's real power lies in its ability to process and extract insights from unstructured data.
Snowflake Cortex AI and Document AI for PDFs, images and hybrid search
Cortex AI enables advanced analytics on unstructured data directly within Snowflake:
- Document analysis: Extract text, summarise content, and perform batch LLM inference on PDFs and documents
- Image processing: Run classification and analysis on stored images
- Multimodal SQL functions: Query and transform documents, images, and audio using SQL-powered pipelines
- Schema-aware extraction: Automatically extract structured tables from unstructured documents like invoices and reports
Snowpark for custom processing
With Snowpark, you can:
- Extract text from PDFs using Python
- Perform image classification with embedded ML models
- Parse JSON or log files into VARIANT columns
- Run OCR, NLP, and generate embeddings via external functions
- Build semantic search capabilities over document collections
VARIANT data type for semi-structured data
The VARIANT data type handles semi-structured data formats like JSON, XML, Parquet, and Avro:
- Store complex, nested data structures
- Query JSON fields directly using SQL
- Maintain schema flexibility while preserving query performance
Why unified data architecture matters?
In most companies, data still lives in many places and tools. Dashboards sit on a legacy SQL warehouse, logs go to a separate observability stack, and documents and images disappear into unmanaged cloud buckets or shared drives.
Instead of stitching together a dozen point solutions, you can use Snowflake as the backbone of your data architecture and keep external systems only where they add unique value. The table below shows how data stack functions shift when you standardise on Snowflake in 2025:
Real-world use cases of handling unstructured data in Snowflake
Here is how this looks in practice. Below is our recent project, plus common patterns we see when teams bring documents, images, logs, and app data into Snowflake and put them to work.
Global finance, AI-ready in 90 days
A multinational finance firm spending more than 800K per month on cloud was battling rising costs and fragmented data. They needed a governed place for documents, logs, and tables. We used OpenFlow to ingest both structured and unstructured data into Snowflake, tracked lineage and policies in Horizon Catalog, set consistent business logic with semantic views, and enabled natural language querying through Cortex AI SQL. The result was about an 80% reduction in ingestion latency, real-time cost visibility with FinOps, and a platform ready for analytics, ML, and AI at scale.
Read how a global finance managed unstructured data in Snowflake →
Limitations and considerations of Snowflake
Snowflake’s unstructured data capabilities are strong, but it won’t fully replace your data lake or media platform. For B2B teams planning at scale, keep these practical constraints in mind:
- Not a pure object storage replacement: Snowflake complements rather than replaces S3/GCS for massive-scale raw object storage
- File retrieval performance: Binary object retrieval speed varies by file size and stage type
- Compute costs: AI and ML workloads require careful resource management
- Specialised use cases: For intensive video/audio editing, use specialised systems.
Best practices for managing unstructured data in Snowflake in 2025
1. Keep big binaries in external object storage, keep brains in Snowflake
Register S3, Blob, or GCS as external stages and reference files via the FILE type; keep only hot assets in internal stages for speed.
2. Standardize file layout and formats from day one
Use predictable paths (org/source/system/YYYY/MM/DD/id) and checksums; prefer compressed columnar formats like Parquet, with extracted text or page JSON beside PDFs and images.
3. Store metadata and embeddings in Snowflake, not in files
Put raw files in stages, but keep metadata, chunks, and embeddings in Snowflake tables linked by stable URIs for fast search and governance. Use directory tables to catalog staged files.
4. Orchestrate ingest → extract → enrich → index → serve with Snowpark
Run OCR, NLP, and parsers as Snowpark tasks and UDFs; batch, log runs, and make jobs idempotent so reruns are safe. Implementation flow in processing files with Snowpark.
5. Treat AI as a costed product
Separate warehouses for ELT and AI, strict auto-suspend, resource monitors, caching, and reuse of embeddings and summaries. Get a baseline with the FinOps savings calculator.
6. Govern at the row, column, and file edge
Classify on arrival, enforce row and column policies with masking, and keep least-privilege stage access and full lineage. For role design patterns, see Snowflake role hierarchy best practices.
Need a hand?
Our snowflake experts at Snowstack can audit your current setup, design a lean reference architecture, and prove value with a focused pilot. Read how we deliver in How we work or talk to a Snowflake expert.
Talk with a Snowflake consultant→
Final thoughts
Snowflake doesn’t just store unstructured data; it makes it usable for search, analytics, and AI. With stages, the FILE data type, VARIANT, Snowpark, and Cortex, you can land documents, images, and logs alongside your tables, extract text and entities, generate embeddings, and govern everything under a single security and policy model. The winning pattern is simple: keep raw binaries in low-cost object storage, centralise metadata and embeddings in Snowflake, and start with one focused, high-value use case you can scale.
Ready to try this in your stack?
Book a 30-minute call with our Snowflake consultant →


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