Amperity has launched a new set of AI assistants and real-time customer data tools aimed at helping brands respond to customer behaviour as it happens.
The update combines customer context, decision-making and execution in one system, with features designed to support real-time personalisation, cart abandonment responses, and visibility into product usage and costs.
The system is built on identity-resolved customer profiles that combine customer history, behaviour and identity data into a shared layer for decision-making. It includes Recommended Actions, which highlights current customer trends and suggested next steps in plain language, and the Amperity MCP Server, designed to bring customer intelligence into existing tools and workflows without copying data.
The release also includes real-time activation for in-session personalisation and immediate responses to customer behaviour, including abandoned baskets. Amperity has also introduced Amp Insights, a tool that shows how its Amps are being used and how costs are distributed across a business.
Amperity framed the launch as a response to a longstanding problem in marketing and customer experience: brands collect large amounts of customer data but still struggle to act on it quickly enough to affect live interactions.
Gerry Murray, Research Director, Enterprise Marketing Apps and Agents at IDC, said platforms that connect customer data with decisioning and execution are becoming increasingly important to operating models across marketing and customer experience teams.
"Organisations have invested heavily in customer data and AI, but many still struggle to operationalize those investments in real time," said Murray. "What we're seeing is a shift from systems of analysis to systems of analysis and action. Platforms that can connect trusted customer data with real-time decisioning and execution are becoming critical to how marketing and customer experience teams operate."
Product details
According to Amperity, decisions in the new system are driven by live customer signals rather than pre-set campaigns or static customer journeys. The company is pitching the tools as a way for teams to move away from manual processes and toward continuous, event-driven responses.
For website use cases, the tools are designed to recognise customers quickly, match anonymous visitors to known profiles, and adjust experiences during a live session. In cart abandonment scenarios, the system can trigger recovery actions when a customer leaves and suppress follow-up outreach once a purchase has been completed.
Amperity says each action taken through the system feeds back into the same customer context layer. That creates a feedback loop intended to improve later decisions over time while keeping the underlying data governed and consistent.
Dr. Grigori Melnik, Chief Product Officer at Amperity, said the launch is intended to combine decision-making and learning in a single flow rather than rely on delayed campaign processes.
"Marketing still relies on guessing and reacting after the fact," said Melnik. "What we are changing is the ability to know, act, and learn in the same moment. The system no longer waits for a manual command or a ticket; it reasons through intent. That's what makes it agentic - and what allows teams to move from campaigns to continuous decisions that get smarter over time."
Market context
The update comes as customer data platforms and marketing software providers try to show that AI tools can do more than analyse historical information. A central question in the market is whether systems can support action during a live customer interaction, especially as brands face pressure to improve relevance without increasing operational complexity.
Amperity positions itself as a customer data cloud focused on unifying profiles and making them usable across business functions. More than 400 brands use its platform, including Alaska Airlines, DICK'S Sporting Goods, BECU, Virgin Atlantic, and Wyndham Hotels & Resorts.
Founded in 2016, Amperity operates from Seattle, New York City, London and Melbourne. The latest release underlines how competition in customer data software is shifting from data unification alone to systems that tie data directly to decisions and customer-facing actions in real time.