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. 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. 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.