The new agent combines identity-resolved customer profiles, AI-driven recommendations and governed workflows to help brands accelerate marketing decisions and improve customer engagement.
Amperity has introduced Pér, an AI agent designed to help enterprises move from customer data analysis to business action through a single, governed workflow. The platform enables teams to ask questions in natural language, investigate customer behaviour, identify opportunities and prepare recommended actions for approval within existing business tools.
The launch addresses a persistent challenge in customer data management: although companies invest in unifying customer information, turning that information into timely decisions often involves multiple dashboards, manual analysis and coordination between marketing, analytics and technology teams.
Pér builds on Amperity’s identity-resolution technology, which consolidates fragmented records into trusted customer profiles. Using this foundation, the agent can investigate changes in campaign performance, identify affected customer groups, explain the evidence behind recommendations and prepare audiences or actions for review.
“Most AI tools are reactive, Pér is proactive.” — Geoff Clark, CRM Manager, Johnnie-O
The platform is designed to monitor outcomes and recommend adjustments as conditions change. Importantly, users retain control over execution, reviewing and approving proposed actions before they are carried out. The agent operates within configured permissions and enabled workflows.
Early customer feedback points to potential applications in campaign optimisation and customer retention. Elise Keefe, Senior Manager, Business Intelligence at MacKenzie-Childs, said the technology could reduce manual analysis and help teams identify important moments in individual customer journeys more quickly.
At Johnnie-O, CRM Manager Geoff Clark highlighted the ability to identify overlaps and inefficiencies across customer segments and campaigns, while auditing changes in real time.
Amperity co-founder and co-CEO Kabir Shahani said AI’s value lies not simply in generating answers, but in the quality of the decisions and actions that follow.
For enterprises, the launch reflects a broader shift from conversational AI towards systems that connect insights with execution. However, the effectiveness of such agents will depend on data quality, governance, integration and measurable business outcomes—not automation alone.