Amperity vs. Uniphore: An Honest Comparison of Two Enterprise CDPs

If you're comparing Amperity vs. Uniphore, you're navigating a Customer Data Platform (CDP) market that shifted in late 2024. Uniphore acquired ActionIQ that December, meaning anyone who previously evaluated ActionIQ as a CDP is now evaluating a very different company with a very different focus. This comparison breaks down where each platform stands on the capabilities that matter most for enterprise customer data: identity resolution, data architecture, AI, and marketing activation.

What is Amperity?

Amperity is an AI-powered Customer Data Cloud, purpose-built for enterprise consumer brands since 2016. The platform's foundation is patented Identity Resolution that uses 40+ machine learning models to combine deterministic and probabilistic matching. On top of that unified data layer, Amperity delivers predictive AI (customer lifetime value, churn propensity, product affinity, event propensity), visual audience segmentation, journey orchestration, and Audience Monetization. Its lakehouse-native architecture connects directly to Databricks, Snowflake, and BigQuery through zero-copy data sharing. Over 400 enterprise brands use Amperity, including DICK'S Sporting Goods, Alaska Airlines, Wyndham Hotels & Resorts, and Under Armour.

What is Uniphore?

Uniphore is an enterprise AI company founded in 2008. Its core business is conversational AI and contact center analytics: emotion recognition, real-time agent assist, and post-call analysis for approximately 2,000 customers in telecom, financial services, and healthcare. In December 2024, Uniphore acquired ActionIQ (a CDP) and Infoworks (a data engineering platform) to build what it calls a "Business AI Cloud." 

ActionIQ was a respected CDP with strong enterprise customers like Albertsons, e.l.f. Beauty, and Dell. Those CDP capabilities are real. But the post-acquisition landscape looks different: ActionIQ has been rebranded as "CDP Agent" within Uniphore's Business AI Cloud, the actioniq.com domain redirects to uniphore.com, founding leadership has transitioned out of the company, and several new capabilities remain in roadmap development. Uniphore is now positioning CDP Agent as an AI-first, composable CDP with built-in identity resolution and real-time activation capabilities, but many of these capabilities are relatively new and still maturing compared to longer-standing CDP platforms. Uniphore raised $260M in Series F funding (October 2025) from NVIDIA, AMD, Snowflake, and Databricks, valuing the company at $3.5B.

Key differences at a glance

The right platform depends on what problem you're solving and how broadly you plan to use customer data. Here's where each vendor stands today.

Identity resolution

Identity resolution is the capability everything else depends on. Inaccurate profiles cascade into wasted ad spend, broken personalization, and unreliable analytics. For enterprise brands managing millions of records across dozens of systems, the difference between a 60% match rate and a 95%+ match rate is measured in real dollars.

Amperity's patented Identity Resolution runs 40+ ML models across all customer records. The pipeline handles semantic tagging, PII standardization, ML-powered blocking, pairwise scoring, and clustering into a persistent Amperity ID. A Winter 2025/2026 launch called Contextual Identity Graphs lets brands run multiple resolution strategies simultaneously: a Growth Graph maximizes reach through probabilistic matching, a Trust Graph enforces deterministic compliance, and an Opportunity Graph quantifies the gap between the two. Amperity estimates that deterministic-only approaches miss 40%+ of true matches. DICK'S Sporting Goods reported that Amperity deduplicated 3x what they had been able to do independently.

ActionIQ's PersonMatch offered three tiers: IdentityPlus (base matching), Identity Connect (integration with third-party providers like Acxiom and Neustar), and Identity Edge (anonymous ID syncing). The reliance on external partnerships for resolution suggests this was a supplemented capability rather than core IP. Post-acquisition, Uniphore describes CDP Agent as a composable CDP with identity resolution and unified customer views, but provides less public detail about the underlying matching IP and model sophistication than Amperity does. 

Data architecture and composability

Lakehouse CDP vs. Business AI Cloud

Both platforms support zero-copy architecture, but the implementations differ in maturity and scope.

Amperity's Bridge enables bidirectional, zero-copy data sharing with Databricks (Delta Sharing), Snowflake (Secure Data Sharing and Iceberg Tables), and Google BigQuery (launched Summer 2025). Setup requires a sharing key, not a data pipeline. Raw data ingestion is schema-free with AI-powered semantic tagging, and after identity resolution, the platform produces standardized output tables (Merged Customers, Customer 360, Transaction Attributes with RFM scores) that are immediately usable across the organization. A Bring Your Own Storage option keeps all data on a brand's own AWS or Azure infrastructure.

Uniphore's architecture combines ActionIQ's HybridCompute engine with Infoworks' data engineering capabilities across three deployment modes: bundled, hybrid, and warehouse-only. The "Zero Data" positioning aims to differentiate, but CDP Institute founder David Raab noted the messaging may overstate reality, suggesting that a "one-copy" framing is more accurate given the data preparation and warehouse work still required to operationalize the platform.

AI capabilities

Both companies invest heavily in AI. The difference is where that AI gets applied.

Amperity's AmpAI suite is purpose-built for customer data problems across four layers: Identity Resolution (40+ ML models for unified profiles), Predict (four production-ready models for CLV, churn, product affinity, and event propensity), Assist (generative AI for SQL and data assets), and Explore (natural language querying). Two agentic capabilities launched recently: the Identity Resolution Agent (April 2025) automates what used to be a months-long identity graph build, and the Customer Data Agent (January 2026) turns natural language prompts into live segments and activated journeys.

Uniphore brings deep AI expertise in conversational intelligence, emotion recognition, and real-time agent assist, genuine strengths in the contact center domain. With the ActionIQ acquisition, Uniphore has layered additional AI and agentic capabilities on top of that foundation: CDP Agent now includes AI-powered predictive insights, agentic audiences, and journey orchestration. These capabilities are recently launched and still maturing. Enterprise CDP buyers should evaluate whether the specific AI capabilities they need are production-hardened today or still gaining traction in the market.

Marketing activation and use cases

Amperity supports 200+ activation destinations across paid media (Meta, Google, The Trade Desk, Criteo, Pinterest, LinkedIn), email and SMS (Braze, Klaviyo, Attentive, Cordial), cloud storage, and data platforms. Campaigns run every 3 hours with built-in control and treatment groups. Journeys (launched Summer 2025) provide a visual, no-code orchestration canvas with event triggers, multi-variant testing, and quick execution cycles.

ActionIQ offered a solid activation layer with a broad connector ecosystem, journey orchestration, and a Real-Time CX module. These were legitimate strengths pre-acquisition. The question for current evaluators is how these capabilities are evolving within Uniphore's Business AI Cloud and how CDP-specific activation will be prioritized alongside Uniphore's broader investments in conversational AI, sales AI, and contact center technology.

Audience Monetization

This is a capability Uniphore does not offer.

Amperity's Audience Monetization, launched January 2026, lets brands transform first-party customer data into a secure, compliant revenue stream. The workflow creates audience products from identity-resolved profiles built on real purchase and intent signals, packages them to meet marketplace taxonomy requirements, and syndicates to approved paid media destinations with daily refreshes. PII never leaves the brand's control. Only privacy-safe audience segments reach partners.

For brands with large customer bases, this turns customer data from a pure operating cost into a measurable profit center.

Who should choose Amperity vs. Uniphore?

Choose Amperity if identity resolution accuracy is a top priority. If you need a lakehouse-native CDP that works with Databricks, Snowflake, and BigQuery without ETL. If you want production-ready predictive models without building your own. If self-service matters and your marketers need to build segments and journeys without writing SQL. If you want a vendor whose entire R&D investment goes into customer data. If Audience Monetization is on your roadmap.

Consider Uniphore if you're an existing ActionIQ customer with active implementations. If contact center AI and conversational analytics are a primary use case alongside CDP. If you prefer a single vendor for customer experience across service, sales, and marketing. And if you're comfortable with the integration timeline that comes with a recent acquisition.

What enterprise CDP buyers should ask

Five questions to bring into any evaluation:

1. Is identity resolution the vendor's core IP, or a feature supplemented through partnerships?

2. Does the CDP connect natively to my data lakehouse without building ETL pipelines?

3. Is the CDP the vendor's primary product, or one module within a larger platform?

4. What does your vendor's product release cadence look like? (For example, Amperity shipped major releases across each quarter of 2025, plus two significant capabilities in January 2026.)

5. Where is the company's founding leadership today, and what does that signal about product continuity? Are the original CDP leaders still focused on the product, or has it become one module within a broader platform?

Ready to see the difference?

The CDP you choose becomes a core part of your data infrastructure for years. In a market where platforms are consolidating, the most important question is whether your vendor is going deeper on customer data or spreading across a broader set of AI use cases.

Amperity is going deeper: four major releases in 2025, two groundbreaking capabilities in January 2026, and a product roadmap built entirely around helping enterprise brands get more value from their customer data.

See Amperity in action. Request a demo.

Is Uniphore a CDP?

Uniphore is primarily an enterprise AI company focused on conversational AI and contact center analytics. It entered the CDP market through its December 2024 acquisition of ActionIQ. The CDP product, now called "CDP Agent," is one component of Uniphore's broader Business AI Cloud platform, which also includes Customer Service AI, Sales AI, and People AI.

What happened to ActionIQ?

ActionIQ was acquired by Uniphore in December 2024 alongside data engineering company Infoworks. The standalone ActionIQ brand and website no longer exist, reflecting its full integration into Uniphore's broader platform. The product has been rebranded as "CDP Agent" within Uniphore's Business AI Cloud, and ActionIQ's founding leadership has transitioned out of the company. For enterprise buyers, this raises practical questions: how will CDP-specific innovation be prioritized within a platform that spans conversational AI, sales AI, and contact center technology? And will dedicated CDP support and roadmap investment keep pace with the needs of brands that originally chose ActionIQ for its focus on customer data?

How does Amperity compare to Uniphore for identity resolution?

Amperity's Identity Resolution is patented and uses 40+ machine learning models combining probabilistic and deterministic matching. Contextual Identity Graphs let brands run multiple resolution strategies simultaneously. Uniphore's CDP inherited ActionIQ's PersonMatch, which relied partly on third-party partnerships for identity resolution capabilities. Amperity estimates that deterministic-only approaches miss 40%+ of true customer matches.

Which CDP is best for enterprise brands?

It depends on your priorities. Amperity is built for enterprise consumer brands that need best-in-class identity resolution, lakehouse-native architecture, production-ready predictive AI, and marketer self-service without SQL. Uniphore may be a fit for organizations that prioritize conversational AI alongside CDP capabilities, or for existing ActionIQ customers with active implementations.

How does pricing work for Amperity vs. Uniphore?

Amperity uses a consumption-based pricing model called Amps. Amps measure the compute resources used across the platform, covering data ingestion, identity resolution, analytics, segmentation, and activation. Brands pay for what they use rather than a flat platform fee. Uniphore does not publish standard pricing. Contact each vendor directly for a custom quote based on your data volume and feature requirements.

What is a lakehouse CDP?

A lakehouse CDP is a customer data platform that connects natively to cloud data lakehouses (like Databricks, Snowflake, or BigQuery) through zero-copy data sharing, rather than requiring brands to copy data into a separate platform. Amperity pioneered this approach with Amperity Bridge, which enables bidirectional sharing through protocols like Delta Sharing, Snowflake Secure Data Sharing, and Iceberg Tables.