A new system connects customer context, action, and continuous learning to power decisions in the moments that matter
Amperity, the leading AI-powered Customer Data Cloud, announced a new set of AI assistants and real-time capabilities that help organizations act on customer signals the moment they happen. Unveiled at Amplify 2026, the release brings together real-time customer context, decisions, and execution in a single system, so teams can act in the moment instead of hours or days later. Amperity empowers teams to pivot from manual operational labor to high-velocity strategic leadership, closing the gap between insight and impact.
At the core is a shared layer of real-time customer context, unifying identity, behavior, and history so every decision and experience is grounded in what is actually happening.
Customers expect brands to know them and respond in the moment, but most experiences still miss the mark, arriving too late, feeling irrelevant, or failing to connect. Even with more data and AI than ever, brands struggle to act when it matters. Without a complete and real-time view of the customer, even the most advanced AI produces disconnected experiences. The result is missed opportunities and eroding trust. The challenge is not just data. It is the gap between what brands know and what they can do in the moment.
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“Organizations have invested heavily in customer data and AI, but many still struggle to operationalize those investments in real time,” said Gerry Murray, research director, enterprise marketing apps and agents at IDC. “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.”
A System for Real-Time, Customer-Led Decisions
Today’s release introduces a system for real-time, customer-led decisions, built on Amperity’s trusted, identity-resolved customer profiles:
- Recommended Actions surfaces the current customer trends and the highest-value actions teams should take, in plain language and ready to execute.
- Amperity MCP Server brings real-time customer intelligence into any tool or workflow without duplicating data.
- Real-time Activation powers in-session personalization and immediate response to behaviors like cart abandonment.
- Amp Insights provides visibility into your Amps usage and transparency into costs across the business.
Decisions are driven by live customer signals, not pre-defined campaigns or static journeys.
“Marketing still relies on guessing and reacting after the fact,” said Dr. Grigori Melnik, chief product officer at Amperity. “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.”
SOURCE: BusinessWire
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