In 2025, Amperity expanded how brands build customer profiles, connect lakehouse data, create audiences and journeys, and use current customer signals. The releases shared one practical goal: reduce the distance between trusted customer data and the decision or action it supports.
This retrospective describes capabilities introduced or updated during 2025. It is a historical summary, not a current availability guide. Product names, regional availability, prerequisites, and behavior may have changed, so implementation decisions should follow current documentation.
Key Takeaways
Amperity introduced Journeys and expanded its canvas, activation-state visibility, and path controls during 2025.
AI assistance expanded into segmentation, while custom prompts helped teams align supported assistants with business terminology and logic.
Real-time tables, Profile API updates, and activation improvements supported use cases that needed fresher customer context.
Amperity Bridge and bring-your-own-storage options expanded connectivity with Snowflake, Google BigQuery, Amazon S3, and Microsoft Azure storage.
Identity and profile quality
Spring releases added Stitch benchmarks for exploring profile quality and configuration opportunities. A rules editor made prioritized deterministic matching rules easier to define, while merge-policy tooling gave teams a visual way to manage how profile attributes are selected from source records.
Activation IDs also gave teams a way to define multiple identifiers for different channels and downstream audience requirements. These improvements addressed a recurring operational problem: one customer foundation may need several governed views and identifiers without fragmenting the underlying identity.
Journeys from design through measurement
Amperity introduced Journeys as a canvas for creating, visualizing, and managing automated customer workflows. Summer updates expanded multi-touch journey support. Fall updates added merge nodes that could rejoin conditional or percentage splits and activation-state data for customers entering and moving through journey nodes.
The current Journeys documentation describes a canvas with start, activation, delay, split, and merge nodes. It also documents measurement through milestones, goals, and incremental lift for test and control splits. Those current capabilities should be checked separately from what was available at each point in 2025.
AI-assisted audience and workflow development
The Segments AI Assistant became available in the Segments page during the summer release. It helped users refine audience logic with natural language while keeping the resulting segment available for manual review and editing.
Fall releases added custom prompts for AmpAI so organizations could encode business terminology, definitions, and default logic. Current documentation describes AmpAI as the engine behind the Customer Data Assistant and embedded AI assistants for segments, journeys, and queries. Availability varies by tool and region.
AI assistance does not remove the need for reviewed definitions, permissions, expected outputs, and tests. Teams should inspect generated segment or journey logic and validate it against known cases before activation.
Fresher data and profile access
Amperity updated real-time tables so customer events could be processed and activated between scheduled batches. The Profile API added flexible, multi-criteria search and endpoints for indexes and profiles. Together, these capabilities helped authorized systems retrieve more current customer context for personalization, service, and decisioning.
Real-time behavior depends on the product path and implementation. Current documentation notes that the Real-time API requires feature enablement and is classified as unstable. Teams should define latency, freshness, lookup, fallback, and support requirements rather than relying on a general real-time label.
Lakehouse connectivity and storage choice
Amperity expanded Bridge connectivity with outbound sharing for Snowflake, inbound and outbound connectivity for Google BigQuery, and storage choices for new tenants using Amazon S3 or Microsoft Azure storage.
Current Amperity Bridge documentation describes inbound and outbound access to shared tables across Databricks, Google BigQuery, and Snowflake without replicating those tables. Exact directionality, configuration, credentials, schedules, and tenant eligibility should be confirmed in the current implementation guide.
Activation and connected destinations
During 2025, Amperity added or updated destination support for tools including Dotdigital, MoEngage, Movable Ink, LinkedIn DMP, and Google Enhanced Conversions. Campaign activation states improved visibility into which customers were activated by treatment, destination, and frequency.
A year-end list should not be treated as a permanent connector catalog. Teams should use the current connected-systems documentation to verify a destination, supported object, authentication method, cadence, and regional availability before designing a workflow.
What the 2025 releases made possible
Taken together, the releases helped data teams connect and govern customer data while giving marketing and analytics teams more direct ways to build audiences, journeys, and decisions. The important change was not any single feature. It was the combination of resolved identity, unified history, fresher signals, governed access, and activation.
The release notes remain the authoritative record of what shipped and when. Current product documentation remains the source of truth for what is available and how it works today.
Explore how the 2025 capabilities fit your current customer-data priorities. Request a demo using your architecture, identity, AI, journey, activation, and governance requirements.