Hightouch Unveils AI-Powered Adaptive Identity Resolution to Clean Up Fragmented Customer Data

Hightouch, the leading data and AI platform for marketing and personalization, announced the launch of Adaptive Identity Resolution, a powerful new capability designed to transform fragmented customer data into unified, actionable profiles that flex with business needs.

This innovation is part of Hightouch’s warehouse-native Customer Data Platform (CDP) and introduces a “multi-zone” approach to identity resolution. It allows teams to switch seamlessly between high-confidence deterministic matching and broader-reach probabilistic matching—within a single configuration.

In today’s multichannel environment, customers interact with brands using multiple devices, email addresses, and touchpoints, creating messy and inconsistent data trails. Traditional deterministic identity resolution relies on exact matches—such as the same email or phone number—making it less effective when data is incomplete. By contrast, probabilistic matching uses machine learning to intelligently connect similar records (e.g., a nickname or personal email tied to a business profile).

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“Most identity resolution tools are either rigid or opaque,” said Tejas Manohar, Co-Founder and Co-CEO of Hightouch. “We’ve built something entirely new, a multi-zone identity engine that lets customers toggle between high-confidence deterministic graphs and higher-reach probabilistic graphs, without sacrificing transparency or control. The ways you use customer identities are situational; Adaptive Identity Resolution adjusts to fit each situation.”

Key Capabilities of Adaptive Identity Resolution

Multi-Zone Matching: Balance precision and reach by customizing confidence levels. Use both deterministic and probabilistic approaches simultaneously, depending on specific business use cases.

• Warehouse-Native Processing: Perform identity resolution directly within your data warehouse—no need to export data to a separate CDP or external system.
• Configurable and Transparent Logic: Easily inspect, customize, and refine matching rules and machine learning decisions without writing code.
• Real-Time Profile Activation: Deploy unified profiles instantly across paid media, email marketing, customer support, and other critical channels via Hightouch’s deep integrations.

Most organizations today grapple with disjointed customer profiles, which undermine personalization efforts and reduce marketing efficiency. While other platforms may offer probabilistic matching, Hightouch sets itself apart by delivering a fully configurable, transparent, and warehouse-native solution that supports both deterministic and probabilistic approaches.

Unlike opaque systems that treat identity resolution as a black-box process, Hightouch empowers brands to own their identity strategy—adjusting for different marketing or engagement goals while retaining full data control. With Adaptive Identity Resolution, businesses can now treat identity resolution not just as a data-cleaning chore but as a core competitive advantage powered by AI—right inside their warehouse.