As brands struggle to unify sprawling customer data across devices, platforms, and identities, Hightouch, the leading data and AI platform for marketing and personalization, launched Adaptive Identity Resolution-a breakthrough that turns messy customer data into usable profiles that adapt to different use cases.
Part of Hightouch’s warehouse-native Customer Data Platform (CDP), this new capability introduces “multi-zone” identity resolution, enabling businesses to toggle between high-confidence deterministic matching and higher-reach probabilistic matching within a single project setup.
Modern customers engage across multiple devices, emails, and channels, making clean, accurate customer data a persistent challenge. Deterministic identity resolution, which relies on exact matches (e.g., identical email addresses or phone numbers), struggles when data is inconsistent or incomplete. Probabilistic identity resolution uses AI to fill the gap, using machine learning models to infer connections between similar, but not identical, records, such as linking a nickname and personal email to a business identity.
Also Read: Viomba and Nexd To Join Forces to Advance Attention-Centric Creative Advertising
“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.”
SOURCE: Businesswire