AI identity resolution: Amperity vs Hightouch vs Reltio

Connect records that belong to the same customer

Customer identity resolution links records scattered across purchases, accounts, websites, and service systems. Amperity Identity Resolution, Hightouch Identity Resolution, and Reltio Entity Resolution combine matching logic with AI in different ways. The useful buying decision is how matches are created, what record is produced afterward, and how that result becomes available to the teams using it. The table links to the profiles with current feature and pricing distinctions.

Amperity Identity Resolution

Amperity Identity Resolution builds customer identity from an organization’s own first-party data. It uses explicit rules where a connection is clear and AI scoring where it is uncertain, reducing the need to hand-code every possible match. The current product emphasizes purpose-built graphs: marketing reach, analytics consistency, and operational precision can use different views on the same governed foundation. As new signals arrive, the graph can surface connections or separate profiles when the evidence indicates that two people were mixed together. This adaptive approach suits brands whose customer information changes across loyalty programs, transactions, and digital activity. Amperity also describes zero-copy operation on existing Databricks or lakehouse compute, making the deployment arrangement a relevant part of the proposal. The wider platform includes profiles, predictions, segments, and activation. Its Standard and Enterprise editions both include the complete platform, with service coverage differing between editions. Pricing follows Amps consumption rather than a published identity-only seat rate, so data processing and usage scope matter to the commercial comparison.

Hightouch Identity Resolution

Hightouch Identity Resolution works with customer data already held in a warehouse and produces tables that teams can query, model, and activate. Deterministic matching is the default: configured identifiers such as emails or loyalty IDs connect records when the values match. The current product also offers AI-powered probabilistic matching for cases where reach is more important than an exact identifier alone. Output includes resolved identities, record mappings, and a Golden Record whose canonical fields follow survivorship rules. That makes the result useful upstream of analytics, Customer Studio, and downstream synchronization. Hightouch suits data teams building a customer-data workflow around their warehouse rather than introducing a separate profile repository as the starting point. Its documentation makes an important distinction: probabilistic data stays at rest in the warehouse and an external storage bucket, but some processing happens outside the warehouse. That scope should be understood alongside the product’s warehouse-first description. Identity Resolution is a selectable paid proposal component; the Basic free Reverse ETL tier does not establish a free matching entitlement.

Reltio Entity Resolution

Reltio Entity Resolution puts customer deduplication within a broader master-data workflow. Its matching options include AI-powered Flexible Entity Resolution Networks, deterministic and fuzzy rules, weighted attribute scoring, and referential matching. Teams can build and analyze match rules, review possible matches through stewardship workflows, and use monitoring to detect problematic rule behavior. After matching, survivorship determines which source or field should be used in a resulting profile. Reltio supports context-specific views and traceable IDs, so different operational consumers can use a record shaped for their purpose rather than one undifferentiated row. This suits enterprises connecting customer identity with other core data and business systems. The practical strength is the relationship among matching, review, and the surviving operational attributes. Configuration still matters: identifying that two records belong together does not automatically decide which address or account attribute should be authoritative. The reviewed official material does not establish a current rate, term, or record allowance, so the selected domains and matching capabilities need a scoped proposal.

Exact matches and uncertain connections

Amperity combines rules with AI scoring and emphasizes adaptable purpose-built graphs. Hightouch defaults to deterministic identifiers and adds probabilistic matching for higher-reach uses. Reltio offers several matching methods alongside rule tools and stewardship. A marketing team expanding audiences may value uncertain but useful connections differently from an operations team sending account-specific communications. Hightouch makes the two approaches explicit in its product positioning, while Amperity and Reltio emphasize different graph and governance structures around the same underlying need to connect records.

The useful record after matching

Amperity emphasizes independent customer graphs on a common first-party foundation. Hightouch writes identities, mappings, and Golden Records into queryable warehouse outputs that can feed activation. Reltio emphasizes dynamic survivorship, traceable IDs, and operational stewardship. These differences matter after a duplicate is found: analysts need a consistent counting unit, marketers need usable audiences, and operational teams need authoritative attributes. Hightouch is closely aligned with warehouse modeling, Amperity with purpose-specific customer context, and Reltio with managed core records across systems.

Consumption, scope, and the deployment boundary

Amperity uses quoted Amps consumption with Standard and Enterprise service editions. Hightouch uses a composable usage-based proposal, with Identity Resolution separately selectable; its free Basic Reverse ETL tier is a different scope. Reltio’s current numeric rate and record allowance remain unconfirmed. No reviewed source establishes a comparable universal monthly seat price. Hightouch’s documented probabilistic processing boundary and Amperity’s lakehouse proposition also need to match the quoted deployment. Compare the matching, survivorship, usage, and integration scope rather than assuming three differently packaged platforms buy the same work.

Which should you choose?

Consider Amperity for adaptive first-party customer graphs, Hightouch for warehouse-based identities connected with activation, and Reltio for enterprise match-and-merge stewardship. Choose around the record your teams need to use after the match is made.