New capability pairs deterministic and probabilistic identity matching natively within the data warehouse to unify fragmented customer profiles

As brands struggle to unify sprawling customer data across devices, platforms, and identities, Hightouch, the leading data and AI platform for marketing and personalization, today 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.

“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 features include:

• Multi-zone matching: Dial your confidence levels up for precision or down for reach. Use deterministic and probabilistic resolution in parallel depending on your use case.
• Warehouse-native architecture: Perform identity resolution on your complete data, directly in the data warehouse, removing the need to move data into a separate CDP or black box.
• Configurable & transparent: Fine-tune matching logic, inspect machine learning decisions, and customize golden record logic without code.
• Real-time data activation: Put merged profiles to work instantly across ads, email, customer success, and more through Hightouch’s deep integration ecosystem.

Most businesses today are plagued by disjointed customer records that hamper marketing effectiveness and personalization efforts. While other platforms offer probabilistic matching, Hightouch is the first to make both probabilistic and deterministic resolution fully configurable, transparent, and warehouse-native. This enables brands to control their identity resolution logic, optimize for different downstream use cases, and preserve data ownership at every step. This isn’t a one-size-fits-all algorithm; it’s an intelligent, transparent framework that evolves with your business needs. With AI inside the warehouse, identity resolution becomes not just a hygiene task but a strategic advantage.

To learn more or request a demo, visit hightouch.com.

About Hightouch

Hightouch is the leading Composable CDP and AI Decisioning Platform that empowers companies to activate their data warehouse to power personalized marketing and business operations. Trusted by leading brands like Autotrader, Spotify, Cars.com, Grammarly, and PetSmart, Hightouch enables anyone to deliver personalized customer experiences, optimize performance marketing, and move faster by leveraging data and AI across their organization.

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