Amperity launches Pér AI agent for marketing workflows

Amperity has introduced an AI agent called Pér for customer data and marketing workflows. The tool is designed to help brands move from customer questions to approved actions inside existing software.

Built around Amperity's customer profiles, Pér is intended to bring analysis, recommendations and workflow steps into a single process. It is aimed at replacing work that often stretches across dashboards, manual data requests, analysis, meetings and activation tools.

The launch marks Amperity's latest effort to expand beyond identity resolution, its core product focus. Pér is meant to address what happens after a business has assembled a reliable customer view by helping teams decide what to do next.

Users can ask natural-language questions about campaigns, audiences and customers. Pér then investigates changes, identifies which customers are affected, explains the basis for a recommendation and prepares an audience or action for approval before any step is taken.

The system is designed to keep decision-making under human control. Teams can review, refine and approve proposed actions before they are sent into enabled marketing and business tools.

Workflow focus

The tool is intended to reduce handoffs between marketing and analytics teams. By automating routine work, it could also give analysts more time for tasks that require specialist judgement.

Pér is also designed to monitor execution results and suggest mitigation strategies as outcomes change. This would allow teams to adjust campaigns and audience decisions while activity is under way rather than waiting for post-campaign analysis.

For technology and data teams, the product works within identity-resolved customer data, configured permissions and existing workflows already managed by an organisation. This approach is intended to avoid creating a separate AI or data layer and instead extend unified customer profiles into campaign and audience decisions.

Two customers cited early uses of the product in retail and apparel marketing operations.

"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 linked the product's potential to customer retention work and to faster movement from findings to execution. Her comments point to one of the clearest commercial uses for the software: shortening the delay between identifying a pattern in customer behaviour and acting on it.

Another user described its role in campaign review and segment management.

"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."

AI and data

The launch comes as software suppliers seek to show that generative AI tools can do more than answer questions in a chat window. In customer data and marketing technology, one of the central issues is whether AI systems can work from governed data and connect directly to operational systems without weakening oversight.

Amperity's position is that trusted customer identity data is the foundation for that shift. The company argues that the value of AI in business settings depends not only on what a model can generate, but also on whether the underlying data is complete and whether the output can be turned into an approved business action.

"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."

Amperity says more than 400 brands use its customer data platform, including companies in retail, travel, financial services and hospitality. The business was founded in 2016 and operates from Seattle, New York City, London and Melbourne.