United States – Amperity has introduced Pér, an artificial intelligence (AI) agent designed to help businesses analyse customer data, generate recommendations and move approved decisions into existing marketing and business workflows.
The agent uses customer profiles built through Amperity’s identity resolution technology to help teams investigate changes in customer behaviour, identify affected audiences and understand the evidence behind recommendations. It also enables users to prepare audiences or actions for approval within a single workflow.
The introduction addresses the gap between collecting customer data and acting on the insights it provides. Traditionally, this process can involve multiple dashboards, data requests, manual analysis, meetings and activation tools.
“Pér gives us an opportunity to move beyond broad segments and better understand each individual customer journey,” said Elise Keefe, Senior Manager, Business Intelligence at MacKenzie-Childs.
“By eliminating the grunt work, it can help us reach trusted, actionable findings faster, so we can spend more time making decisions and less time searching for answers. For retention, that means identifying the moments that matter and moving from insight to approved action through one connected workflow,” Keefe continued.
Pér allows users to ask questions about customers, campaigns and audiences in natural language. It can also help teams assess the customer signals and business rules behind recommended responses, monitor execution results and suggest mitigation strategies as outcomes change.
The agent incorporates approval controls, allowing teams to review and refine recommendations before actions are taken. Approved audiences and decisions can then be transferred into supported marketing and business tools.
By reducing hand-offs between marketing and analytics teams, Amperity aims to shorten the time needed to derive customer insights while allowing data analysts to focus on tasks requiring deeper expertise.
“Pér has given us the ability to identify overlaps and inefficiencies across our segments and campaigns, and to act on them at scale,” said Geoff Clark, CRM Manager at Johnnie-O.
“Real-time auditing lets us make changes on the fly, which has significantly improved the accuracy and performance of segments we’ve had in place since early in our Amperity journey. Most AI tools are reactive — Pér is proactive,” Clark continued.
For data and technology teams, Pér operates within existing identity-resolved customer data, configured permissions and enabled workflows. The approach is intended to extend the use of unified customer profiles into decisions involving campaigns, audience targeting and customer experiences, rather than introduce a separate AI or data layer.
“The value of AI is not simply the answer it generates. It is the quality of the decision and action that follows,” said Kabir Shahani, Co-founder and Co-CEO at Amperity.
“Pér is a teammate that works from a shared, trusted understanding of the customer and helps teams move from insight to approved action. It outperforms a generic CDP, or an AI model alone, because the data underneath it is complete, governed, and can immediately be put into action that drives measurable economic outcomes,” Shahani continued.
