# Amazon Marketing Cloud vs Decentriq: which do AI models recommend for data clean rooms, October 2026

GTM AI Recommendation Index, October 2026 Edition, Data clean rooms. Two of fourteen models named Amazon Marketing Cloud first on the direct prompt; zero named Decentriq. Page: https://gtm-ai-index.com/gtm-data/data-clean-rooms/amazon-marketing-cloud-vs-decentriq/

| | First-choice share | Rank | Negative rate | Labels | Models naming it |
|---|---|---|---|---|---|
| Amazon Marketing Cloud | 14% | #3 of 10 | 17% | 24 | 12 of 14 |
| Decentriq | 3% | #6 of 10 | 11% | 28 | 12 of 14 |

## The direct prompt, model by model

- Llama 4 Maverick: amazon marketing cloud first (first choices: Amazon Marketing Cloud)
- MiniMax M2.5: amazon marketing cloud first (first choices: Amazon Marketing Cloud) (alternatives: Deciq)
- Gemini 3.5 Flash: neither first, one named (first choices: Crossbeam) (alternatives: Amazon Marketing Cloud, Google Ads Data Hub, Salesforce Data Cloud DCR, Snowflake Data Clean Rooms)
- Grok 4.1 Fast: neither first, one named (first choices: AWS Clean Rooms, Snowflake Data Clean Rooms) (alternatives: Decentriq, InfoSum, LiveRamp Clean Room)
- Mistral Small: neither first, one named (first choices: InfoSum) (alternatives: Decentriq, Habu, LiveRamp Clean Room)
- GLM 4.7 FlashX: neither first, one named (first choices: Snowflake Data Clean Rooms) (alternatives: AWS Clean Rooms, Amazon Marketing Cloud, Google Ads Data Hub, Habu, LiveRamp Relate)
- Muse Glimmer 30B: neither first, one named (first choices: Snowflake Data Clean Rooms) (alternatives: AWS Clean Rooms, Amazon Marketing Cloud, Google Ads Data Hub, LiveRamp Data Collaboration Platform powered by Habu)
- Claude Haiku 4.5: neither named (first choices: Databricks Clean Rooms, LiveRamp Safe Haven, Snowflake Data Clean Rooms) (alternatives: Apollo.io)
- GPT-5.4 mini: neither named (first choices: AWS Clean Rooms) (alternatives: Acxiom, Databricks Clean Rooms, Snowflake Data Clean Rooms)
- Perplexity Sonar: neither named (first choices: Snowflake Data Clean Rooms) (alternatives: AWS Clean Rooms, InfoSum, LiveRamp Clean Room)
- DeepSeek V4 Flash: neither named (first choices: Optable) (alternatives: AWS Clean Rooms, Snowflake Data Clean Rooms)
- Qwen 3.7 Flash: neither named (first choices: LiveRamp Clean Room) (alternatives: Google Ads, Meta Advanced Analytics, Snowflake Data Clean Rooms, The Trade Desk)
- Kimi K2: neither named (first choices: Optable) (alternatives: Habu, Snowflake Data Clean Rooms)
- GPT-6 Luna: neither named (first choices: Snowflake Data Clean Rooms) (alternatives: AWS Clean Rooms, BigQuery Data Clean Rooms, LiveRamp Clean Room)

## What the models said about Amazon Marketing Cloud

- "Walled garden DCRs are incredibly powerful, but only within their own ecosystems. They are plagued by severe vendor lock-in." (Gemini 3.5 Flash, negative prompt, soft negative)
- "Walled Garden Clean Rooms (Google, Meta, Amazon) ... Why to be cautious: Vendor lock-in" (DeepSeek V4 Flash, negative prompt, soft negative)
- "Amazon documents a 100-distinct-user threshold for certain first-party data analyses." (GPT-6 Luna, negative prompt, soft negative)
- "Amazon Marketing Cloud (AMC) seems particularly relevant if your company has significant Amazon advertising presence... it could be an accessible option for mid-market companies" (MiniMax M2.5, direct prompt, first choice)
- "set up Google Ads Data Hub or Amazon Marketing Cloud. It will teach your team how to work with clean room query logic without costing you a massive licensing fee." (Gemini 3.5 Flash, scale prompt, first choice)
- "If ad-focused, begin with free walled-garden DCRs (AMC/Google)—they solve 80% of needs without spend." (Grok 4.1 Fast, budget prompt, first choice)

## What the models said about Decentriq

- "positioned more for regulated or security-heavy use cases, which usually makes it less budget-oriented" (Perplexity Sonar, budget prompt, soft negative)
- "these enterprise-grade platforms are almost always a classic case of over-engineering" (Gemini 3.5 Flash, direct prompt, soft negative)
- "like LiveRamp (Habu), InfoSum, or Decentriq is rarely feasible" (Gemini 3.5 Flash, budget prompt, soft negative)
- "neutral, pure-play DCR vendors with hardware-backed privacy ... These include: Decentriq (confidential computing/hardware-backed)" (DeepSeek V4 Flash, negative prompt, first choice)
- "Optable or Decentriq are commonly cited data clean room options" (Muse Glimmer 30B, paraphrase prompt, first choice)
- "I'd suggest starting with either Decentriq or InfoSum" (MiniMax M2.5, paraphrase prompt, first choice)

Share is the count of first choices across the direct, paraphrase, budget and scale prompts over all fourteen models, for a mid-market B2B company; rank is within the category. Comparisons are drawn for the top eight products in each category. Published under CC BY 4.0; the output is the models' output, and nothing here is a recommendation by the index.