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IDC MarketScape Names Amperity a Leader in AI-Enabled Customer Data Platforms for B2C Users
[June 30, 2026]

IDC MarketScape Names Amperity a Leader in AI-Enabled Customer Data Platforms for B2C Users


Amperity, the AI-powered Customer Data Cloud, today announced it has been named a Leader in the IDC MarketScape: Worldwide AI-Enabled Customer Data Platforms for B2C Users 2026 Vendor Assessment (doc #US53952526, June 2026).

According to the IDC MarketScape, "Amperity is positioned in the Leaders category" and is particularly relevant for enterprise B2C organizations where "durable identity, data quality, marketer usability, and cross-functional operationalization matter as much as profile unification itself."

As enterprise AI adoption accelerates, organizations are discovering that AI is only as effective as the customer context it can trust and act on. According to the report, "The role of the modern CDP extends beyond data unification. In the future, CDPs need to take on an expanded definition and serve as the context layer by exposing customer context (e.g., intent), organizational context (e.g., brand voice), and decision context (e.g., how the decision was made, who made it) that humans and AI agents can act on."

The IDC MarketScape highlights Amperity's key strengths, including:

  • Identity resolution. Amperity's identity capabilities are a defining part of the offering. The platform supports deterministic, probabilistic, graph-based, household, and consent-aware resolution, which is well suited to brands managing multiple identifiers, channels, and business units while seeking a more persistent customer record.
  • Schema and data readiness. The platform shows broad coverage for schema management, automated mapping suggestions, schema drift detection, data observability, and standard customer objects. Combined with extensive out-of-the box attributes and onboarding auomation, this supports faster movement from raw data to usable profiles and measures.
  • Segmentation and journeys. Amperity demonstrates broad coverage across segmentation and journey orchestration, including real-time and behavioral segments, predictive audiences, trigger-based flows, next-best-action decisioning, conflict resolution, and AI-assisted design. Customer Data Assistant enables marketers to build complex segments and journeys using natural language, removing the technical bottleneck.
  • Lakehouse alignment and deployment flexibility. Amperity's architecture supports hybrid deployment patterns and zero-copy data sharing with platforms such as Snowflake and Databricks. That makes the product relevant for enterprises that want CDP capabilities without forcing a wholesale departure from existing warehouse, governance, or data engineering practices.

"Enterprise AI is only as effective as the customer context behind it. As organizations move beyond experimentation and into production, they need data they can trust and context that's current enough for AI to make confident decisions," said Derek Slager, co-founder & co-CEO at Amperity. "We're honored to be recognized as a Leader because we believe it validates our approach to building trusted customer context that marketers and AI systems can confidently use."

The IDC MarketScape also noted, "Consider Amperity when the primary requirement is to create a durable customer data foundation for a large B2C enterprise with fragmented first-party data across brands, regions, legacy systems, or channels. The product is particularly relevant when identity resolution, profile accuracy, data quality, and marketer access to trusted audiences are prerequisites for improving personalization, life-cycle orchestration, media efficiency, loyalty, or unknown-to-known conversion."


"The next phase of B2C personalization will depend on whether a brand's customer data and context are trustworthy enough for humans and AI agents to act with the same confidence," said Tapan Patel, Research Director, AI-Enabled Customer Data and Analytics, IDC. "Organizations need customer data platforms that combine durable identity, trusted data, and governed customer context to support both today's personalization requirements and emerging AI-driven decisioning."

To learn more and download a complimentary excerpt of the IDC MarketScape, visit:
https://amperity.com/resources/amperity-named-a-leader-in-the-2026-idc-marketscape.

About IDC MarketScape: IDC MarketScape vendor assessment model is designed to provide an overview of the competitive fitness of technology and service suppliers in a given market. The research utilizes a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each supplier's position within a given market. IDC MarketScape provides a clear framework in which the product and service offerings, capabilities and strategies, and current and future market success factors of technology suppliers can be meaningfully compared. The framework also provides technology buyers with a 360-degree assessment of the strengths and weaknesses of current and prospective suppliers.

About Amperity

Amperity is the AI-powered Customer Data Cloud that helps brands act on real-time customer context. By connecting data, decisions, and action, it enables more relevant experiences in the moments that matter. More than 400 brands worldwide rely on Amperity, including Alaska Airlines, DICK'S Sporting Goods, BECU, Virgin Atlantic, and Wyndham Hotels & Resorts. Founded in 2016, the company operates globally with offices in Seattle, New York City, London, and Melbourne. Learn more at amperity.com.


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