AI-driven customer data platform (CDP), Amperity, has added two new generative AI capabilities, 'Explore' and 'Assist' to form a comprehensive suite collectively known as AmpAi

The new capabilities will join the platform's existing AI-powered tools, 'Stitch' and 'Predict', with the AmpAi suite to work to collectively address the data quality and access challenges that many brands face with traditional CDPs.

"We're on the cusp of a transformative shift in how brands interact with their customer data. For too long, the complexity of data queries and segment creation has been a barrier, consuming valuable time that could be spent on strategic initiatives. With Generative AI, we are empowering all users to be data scientists by democratizing data usage and making customer insights accessible across the organization. We're not just helping brands save time; we're empowering every team member to drive value and make informed decisions based on a trusted data foundation," said Amperity CEO, Barry Padgett.

Amperity's AI and machine learning core have reportedly helped solve data challenges for over 400 brands. The new generative AI capabilities add a critical intelligence layer to enable all technical and business users to maximise their customer data. Assist supports marketers, analysts, and data operators in creating marketing workflows more quickly. The first product within Assist, Ai Assistant, simplifies the creation of SQL queries and fixes potential errors within those queries.

"Before Ai Assistant, we turned to our developers to write SQL, often with a turnaround time of days. With Ai Assistant, my team can write queries and provide answers to Bobit's leadership in a matter of minutes. Ai Assistant has pushed us to be more data driven and empowers my team," said Bobit vice president of product, Zainub Sareea.

Explore enables business users across the organisation to access and use customer data. AmpGPT, the first product in Explore, allows marketers to interact with their data using natural language.

"Generative AI is revolutionizing the business landscape, offering unprecedented opportunities for brands to harness customer data in innovative ways. With the ability to analyze vast datasets, generate predictive models, and improve customer insights, AI is a requirement for business decision-makers considering the adoption of CDPs. The combination of Generative and Predictive AI represents a seismic shift in how organizations interact with customer data, moving from reactive analysis to automated and proactive engagement strategies that improve customer experiences," said IDC research director, customer data and analytics, David Wallace.

Amperity, with offices in Seattle, New York City, London, and Melbourne, serves more than 400 brands worldwide. The company plans to introduce more products under Assist and Explore in the coming months to further democratise customer data and make it accessible to all users in a privacy-safe way.