Amperity launches AI agent to unify fragmented customer data

Techday NZ

01-05-2025

Amperity has launched a new Agentic AI component designed to streamline customer identity resolution for marketers, retailers and brands.
The new capability, described as the industry's first 'Identity Resolution Agent', aims to help enterprise data teams unify fragmented customer records efficiently, reducing the time needed to create consolidated customer profiles from months to hours.
According to Amperity, the Identity Resolution Agent addresses a substantial challenge faced by organisations seeking to scale artificial intelligence initiatives: the difficulty of working with disconnected or inaccurate customer data.
A recent MIT Technology Review Insights study referenced by the company found that 78% of global businesses do not consider themselves "very ready" to deploy natural language tools such as large language models (LLMs) and AI agents. The main obstacle identified was inadequately managed customer data.
Tony Owens, Chief Executive Officer at Amperity, commented on the role of data quality in artificial intelligence deployments. "AI is only as good as the data that fuels it. Our new agent gives data teams the power to rapidly transform fragmented customer records into a single source of truth. It turns structured, unstructured, and synthetic data into a strategic asset, accelerating the path to real business outcomes from AI."
The system is built on the company's proprietary artificial intelligence and machine learning technologies. Amperity indicates the Identity Resolution Agent provides a more intuitive and faster approach to preparing customer data for AI applications. The solution automates and streamlines the workflow for identity resolution, encompassing data ingestion, matching and quality assurance (QA), with the goal of speeding up the deployment of identity strategies and the realisation of underlying business value.
One of the key features of the new tool is what Amperity calls AI-led data preparation, which automates processes that would traditionally require repetitive manual work or complex coding, reducing the duration required to standardise and match customer data sets.
The platform also introduces multi-dimensional identity resolution, blending both deterministic and probabilistic matching methods to suit different use cases, from operational records requiring high precision to marketing opportunities targeting broader audiences.
The agent provides a transparent QA environment which allows data teams to track and benchmark the results of the identity resolution process using a visual interface.
This gives insight into how connections are made between different customer records. The architecture integrates with popular data environments such as Databricks and Snowflake, and by leveraging Amperity's patented Sandbox, businesses can test and add new data sources without affecting production workflows.
Several enterprise brands have reportedly seen tangible results using Amperity's identity resolution capabilities. The company reports that a leading retailer was able to identify 3.5 million previously uncontactable customer email addresses, leading to new revenue within weeks.
The Seattle Seahawks, an American football team, have also utilised the Agentic AI component to enhance their customer insights.
Victor Nguyen, Director of Analytics & Engineering at the Seattle Seahawks, spoke about the impact of the technology: "Amperity helped us uncover fans we couldn't reach before. With accurate fan identities, we're now engaging them intentionally and meaningfully."
The introduction of the Identity Resolution Agent is intended to reinforce Amperity's position as a core data provider for AI-driven customer experiences, spanning areas such as real-time personalisation and predictive analytics by offering brands the underlying data infrastructure required for these applications.