# Identity resolution: what AI models recommend, September 2026

Gane 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://www.gane.ai/index/gtm/gtm-data/identity-resolution/2026-09

This is the permanent record of the September 2026 Edition, published September 15, 2026 and superseded since. The current standing: https://www.gane.ai/index/gtm/gtm-data/identity-resolution/index.md

**Standing:** Hightouch Adaptive Identity Resolution leads with 17% of first choices; verdict contested. 48 first choices across the direct, paraphrase, budget and scale prompts.

## First-choice share

| Rank | Product | Share | Negative rate | Labels |
|---|---|---|---|---|
| 1 | [Hightouch Adaptive Identity Resolution](https://www.gane.ai/index/gtm/vendors/hightouch-adaptive-identity-resolution/index.md) | 17% | 3% | 33 |
| 2 | [LiveRamp Identity Resolution](https://www.gane.ai/index/gtm/vendors/liveramp-identity-resolution/index.md) | 10% | 47% | 45 |
| 3 | [Twilio Segment Unify](https://www.gane.ai/index/gtm/vendors/twilio-segment-unify/index.md) | 8% | 9% | 33 |
| 4 | [Tealium](https://www.gane.ai/index/gtm/vendors/tealium/index.md) | 8% | 16% | 25 |
| 5 | [CustomerLabs 1PD Ops](https://www.gane.ai/index/gtm/vendors/customerlabs-1pd-ops/index.md) | 6% | 0% | 14 |
| 8 | [Prospeo](https://www.gane.ai/index/gtm/vendors/prospeo/index.md) | 4% | 0% | 11 |
| 9 | [Demandbase](https://www.gane.ai/index/gtm/vendors/demandbase/index.md) | 4% | 18% | 11 |
| 12 | [Amperity](https://www.gane.ai/index/gtm/vendors/amperity/index.md) | 4% | 43% | 28 |
| 13 | [HubSpot Breeze Intelligence](https://www.gane.ai/index/gtm/vendors/hubspot-breeze-intelligence/index.md) | 2% | 0% | 11 |
| 21 | [FullContact](https://www.gane.ai/index/gtm/vendors/fullcontact/index.md) | 0% | 0% | 24 |
| 22 | [RB2B](https://www.gane.ai/index/gtm/vendors/rb2b/index.md) | 0% | 0% | 10 |
| 23 | [ZoomInfo](https://www.gane.ai/index/gtm/vendors/zoominfo/index.md) | 0% | 10% | 10 |

Rank is by share of first choices among all 142 products named; products with the same share are tied, and the order among them carries no meaning. The table lists those with at least 10 labels.

## 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 Adaptive Identity Resolution, Tealium; alternatives Salesforce Data Cloud, Treasure Data, Zeotap
- Gemini 3.5 Flash: Openprise; alternatives 6sense, Demandbase, Hightouch Adaptive Identity Resolution, HubSpot Breeze Intelligence
- Perplexity Sonar: Twilio Segment Unify; alternatives Hightouch Adaptive Identity Resolution, Prospeo, Tealium
- Grok 4.20: Twilio Segment Unify; alternatives CustomerLabs 1PD Ops, Hightouch Adaptive Identity Resolution, Prospeo
- Mistral Small: Warmly; alternatives LiveRamp Identity Resolution, MarketBetter, RB2B
- DeepSeek V4 Flash: Hightouch Adaptive Identity Resolution; 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 1PD Ops, ZoomInfo
- MiniMax M2.5: Amperity, Tealium; alternatives DirectMail.io, LettrLabs, Twilio Segment Unify

## 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:

- hightouch.com: 11 answers, 17 citations
- g2.com: 10 answers, 17 citations
- prospeo.io: 9 answers, 9 citations
- directmail.io: 7 answers, 7 citations
- trustradius.com: 6 answers, 8 citations
- guideflow.com: 6 answers, 7 citations
- devopsschool.com: 6 answers, 6 citations
- tomba.io: 6 answers, 6 citations

Pages named in the most answers:

- https://prospeo.io/s/identity-resolution-software (9 answers)
- https://directmail.io/blog/best-identity-resolution-platforms-2026 (7 answers)
- https://devopsschool.com/blog/top-10-identity-resolution-platforms-features-pros-cons-comparison (6 answers)
- https://guideflow.com/blog/identity-resolution-software (6 answers)
- https://checkthat.ai/answers/what-are-the-best-identity-resolution-tools (5 answers)
- https://hightouch.com/blog/identity-resolution-tools (5 answers)
- https://opensend.com/post/identity-resolution-platforms-ecommerce-brands (5 answers)
- https://tilores.io/content/best-identity-resolution-platforms-2026 (5 answers)
- https://tomba.io/blog/identity-resolution-software (5 answers)
- https://trustradius.com/categories/identity-resolution (5 answers)

## Warned against

- LiveRamp Identity Resolution: 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 Identity Resolution: 6 of 18 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 4.20, negative prompt)

## Record

- Method: https://www.gane.ai/index/gtm/methodology
- License: CC BY 4.0. Cite as Gane Index, September 2026 Edition, www.gane.ai/index/gtm.