Amperity Launches Pér, an AI Agent That Turns Customer Data Into Approved Action

Customer data platform vendor Amperity announced on October 13 the introduction of Pér, an AI agent aimed at brand marketing and data teams. The product turns questions about customers, campaigns and audiences into answers, recommendations and — once approved — action, all inside the tools an enterprise already uses.

Amperity frames the customer data problem in two stages. The first is building an accurate view of the customer, which the company says its patented identity resolution underpins. The second is what Pér addresses: shortening the distance between what a brand knows and what it actually does.

Working from a brand's own identity-resolved profiles, Pér can investigate what changed, identify affected customers, explain the evidence behind a recommendation and prepare an audience or action for approval. Rather than adding another disconnected AI or data layer, it extends unified customer profiles into the decisions that shape campaigns, audiences and customer experiences.

Amperity lists several capabilities: asking questions about campaigns, audiences and customers in natural language; evaluating the customers, signals and business rules behind a recommended response; monitoring execution results and recommending mitigations in real time; keeping people in control by letting them review and approve the next step; and moving an approved audience or decision into enabled marketing and business tools.

Early customers have weighed in. Elise Keefe, senior manager of business intelligence at MacKenzie-Childs, said Pér lets the team move beyond broad segments and better understand each customer journey, shifting time from searching for answers to making decisions. Geoff Clark, CRM manager at Johnnie-O, said Pér surfaces overlaps and inefficiencies across segments and campaigns, and that its real-time auditing lets teams adjust on the fly, calling most AI tools reactive and Pér proactive.

Kabir Shahani, co-founder and co-CEO of Amperity, said the value of AI lies not simply in the answer it generates but in the quality of the decision and action that follows. He said Pér outperforms a generic CDP or an AI model alone because the underlying data is complete, governed and immediately actionable.

Founded in 2016, Amperity serves more than 400 brands, including Accent Group, Alaska Airlines, DICK'S Sporting Goods, BECU and Wyndham Hotels & Resorts, with offices in Seattle, New York City, London and Melbourne.

The launch reflects a broader shift toward embedding agents inside enterprise data and workflows rather than treating them as standalone tools. Amperity plans a webinar on October 15 to detail Pér, and how well it delivers governed action in practice will be the key thing to watch.