# Identity resolution: what AI models recommend, September 2026

GTM AI Recommendation Index, September 2026 Edition. Asked as "identity resolution platform" and as "customer identity matching service", six framings each, to twelve models with search on, on behalf of a mid-market B2B company. Page: https://gtm-ai-index.com/gtm-data/identity-resolution/

**Standing:** Hightouch leads with 15% of first choices; verdict contested. 48 first choices across the direct, paraphrase, budget and scale prompts.

## First-choice share

| # | Product | Share | Negative rate | Labels |
|---|---|---|---|---|
| 1 | Hightouch | 15% | 3% | 30 |
| 2 | LiveRamp | 10% | 47% | 45 |
| 3 | Segment | 8% | 10% | 31 |
| 4 | Tealium | 8% | 16% | 25 |
| 5 | CustomerLabs 1PD Ops | 6% | 0% | 11 |
| 6 | Prospeo | 4% | 0% | 11 |
| 7 | Demandbase | 4% | 18% | 11 |
| 8 | Amperity | 4% | 43% | 28 |
| 9 | HubSpot Breeze Intelligence | 2% | 0% | 11 |
| 10 | FullContact | 0% | 0% | 24 |
| 11 | RB2B | 0% | 0% | 10 |
| 12 | ZoomInfo | 0% | 10% | 10 |

## Each model's first choice on the direct prompt

- Claude Haiku 4.5: Amperity, Tealium; alternatives Adobe's Real-Time Customer Data Platform, FullContact, Snitcher
- GPT-5.4 mini: Hightouch, Tealium; alternatives Salesforce Data Cloud, Treasure Data, Zeotap
- Gemini 3.5 Flash: Openprise; alternatives 6sense, Demandbase, Hightouch, HubSpot Breeze Intelligence
- Perplexity Sonar: Segment; alternatives Hightouch, Prospeo, Tealium
- Grok 4.1 Fast: Segment; alternatives CustomerLabs 1PD Ops, Hightouch, Prospeo
- Mistral Small: Warmly; alternatives LiveRamp, MarketBetter, RB2B
- DeepSeek V4 Flash: Hightouch; alternatives 6sense, CustomerLabs 1PD Ops, Demandbase, ZoomInfo
- Llama 4 Maverick: no first choice
- Qwen 3.7 Flash: Demandbase, HubSpot Breeze Intelligence; alternatives 6Degrees, 6sense, Blue90, Salesforce Einstein
- Kimi K2: Apollo.io; alternatives FullContact, LeanData, Lusha
- GLM 4.7 FlashX: Tealium; alternatives CustomerLabs, ZoomInfo
- MiniMax M2.5: Amperity, Tealium; alternatives DirectMail.io, LettrLabs, Segment

## Sources the answers cite

22 of 72 answers came back with a source list, from 4 of 12 models. Sites named in the most answers:

- g2.com: 8 answers, 14 citations
- guideflow.com: 6 answers, 7 citations
- directmail.io: 6 answers, 6 citations
- prospeo.io: 6 answers, 6 citations
- worldmetrics.org: 5 answers, 10 citations
- hightouch.com: 5 answers, 8 citations
- trustradius.com: 5 answers, 7 citations
- checkthat.ai: 5 answers, 5 citations

Pages named in the most answers:

- https://directmail.io/blog/best-identity-resolution-platforms-2026 (6 answers)
- https://guideflow.com/blog/identity-resolution-software (6 answers)
- https://prospeo.io/s/identity-resolution-software (6 answers)
- https://checkthat.ai/answers/what-are-the-best-identity-resolution-tools (5 answers)
- https://devopsschool.com/blog/top-10-identity-resolution-platforms-features-pros-cons-comparison (5 answers)
- https://worldmetrics.org/best/identity-resolution-software (5 answers)
- https://g2.com/categories/identity-resolution (4 answers)
- https://tilores.io/content/best-identity-resolution-platforms-2026 (4 answers)
- https://trustradius.com/categories/identity-resolution (4 answers)
- https://customerlabs.com/blog/best-identity-resolution-software-tools (3 answers)

## Warned against

- LiveRamp: 21 of 45 labels negative. "1. LiveRamp (formerly Acxiom)
- Why avoid: The UK's Open Rights Group filed formal ICO complaints in February 2024 alleging unlawful processing" (Mistral Small, negative prompt)
- Amperity: 12 of 28 labels negative. "Enterprise identity layers like LiveRamp, Adobe, Salesforce, or Amperity unless the cost of identity errors is very high" (Perplexity Sonar, budget prompt)
- Experian: 6 of 15 labels negative. "Experian — Repeated data breaches, regulatory action from the CFPB, and poor consumer complaint resolution." (DeepSeek V4 Flash, negative prompt)
- Persona: 5 of 5 labels negative. "Frequent technical breakdowns lock users out of accounts; avoid if reliability is critical." (Grok 4.1 Fast, negative prompt)

## Record

- Method: https://gtm-ai-index.com/methodology/
- Raw judge labels and full responses: https://gtm-ai-index.com/data/
- License: CC BY 4.0. Cite as GTM AI Recommendation Index, September 2026 Edition, gtm-ai-index.com.