Amperity, a customer data platform provider, announced the launch of Pér, an artificial intelligence agent built for customer data and marketing workflows. The announcement was made on October 8, 2026, and positions the new tool as a way for brands to move from questions about customers, campaigns, and audiences to approved actions inside existing software. Amperity says the agent addresses what happens after a business assembles a reliable, identity-resolved customer view.
From Insight to Approved Action
Pér is grounded in Amperity's identity-resolved customer profiles, allowing it to investigate changes, identify affected customers, explain the evidence behind a recommendation, and prepare an audience or action for approval. Users can ask natural-language questions about campaigns, audiences, and customers, while teams keep decision-making under human control through review and approval steps. The design is intended to replace work that often stretches across dashboards, manual data requests, analysis, meetings, and activation tools.
Expanding Beyond Identity Resolution
The launch represents Amperity's latest effort to broaden its focus beyond identity resolution, the company's core product area. While Amperity has built a patented identity resolution foundation used by more than 400 brands, Pér targets the next challenge: shortening the distance between what a brand knows and what it does. The company argues that the value of AI in business settings depends on complete, governed data and the ability to turn output into an approved business action.
Early Customer Use Cases
Early users in retail and apparel marketing highlighted the agent's potential to reduce manual work and accelerate execution. Elise Keefe, Senior Manager of Business Intelligence at MacKenzie-Childs, said Pér helps teams move beyond broad segments and understand individual customer journeys, enabling faster movement from insight to approved action. Geoff Clark, CRM Manager at Johnnie-O, noted that real-time auditing has improved segment accuracy and performance, describing the tool as proactive rather than reactive.
Governance and Existing Workflows
For data and technology teams, Pér operates within the identity-resolved customer data, configured permissions, and enabled workflows that an organization already manages. The approach avoids creating another disconnected AI or data layer and instead extends unified customer profiles into decisions that shape campaigns, audiences, and customer experiences. Teams can review, refine, and approve proposed next steps before any action is sent into marketing and business tools.
Executive Perspective and Strategic Context
Kabir Shahani, co-founder and co-CEO at Amperity, described Pér as a teammate that works from a shared, trusted understanding of the customer and helps teams move from insight to approved action. He said the agent outperforms a generic customer data platform or an AI model alone because the underlying data is complete, governed, and immediately actionable. Amperity states that more than 400 brands use its customer data platform across retail, travel, financial services, and hospitality.
Amperity's announcement arrives as software suppliers seek to demonstrate that generative AI tools can do more than answer questions in a chat window. Pér is designed to connect governed customer data directly to operational systems without weakening oversight. The company will host a webinar on October 15, 2026, to offer more details about the new agent.