Amperity Introduces Chuck Data: An AI Agent to Automate Customer Data Engineering with Natural Language
Seattle-based customer data platform (CDP) startup Amperity Inc. has entered the AI agent arena with the launch of Chuck Data, a new autonomous assistant built specifically to tackle customer data engineering tasks. The tool aims to empower data engineers by reducing their reliance on manual coding and enabling natural language-driven workflows, a concept Amperity calls "vibe coding."
Chuck Data is trained on vast volumes of customer information derived from over 400 enterprise brands, giving it a "critical knowledge" base. This foundation enables the agent to perform tasks like identity resolution, PII (Personally Identifiable Information) tagging, and data profiling with minimal developer input.
A Natural Language AI for Complex Data Tasks
Amperity’s platform is well-known for its ability to ingest data from disparate systems — from customer databases to point-of-sale terminals — and reconcile inconsistencies to form a cohesive customer profile. Chuck Data extends this capability by enabling data engineers to communicate using plain English, allowing them to delegate repetitive, error-prone coding tasks to an intelligent assistant.
With direct integration into Databricks environments, Chuck Data leverages native compute resources and large language model (LLM) endpoints to execute complex data engineering workflows. From customer identity stitching to compliance tagging, the agent promises to significantly cut down on time and manual effort.
Identity Resolution at Scale
One of Chuck Data’s standout features is its use of Amperity’s patented Stitch identity resolution algorithm. This powerful tool can combine fragmented customer records to produce unified profiles — a key requirement for enterprises aiming to understand and engage their audiences more effectively.
To promote adoption, Amperity is offering free access to Stitch for up to 1 million customer records. Enterprises with larger datasets can join a research preview program or opt for paid plans with unlimited access, supporting scalable, AI-powered data unification.
PII Tagging and Compliance: A High-Stakes Task
As AI-driven personalization becomes more prevalent, the importance of data compliance continues to grow. Liz Miller, analyst at Constellation Research, emphasized that automating PII tagging is crucial, but accuracy is non-negotiable.
“When PII tagging is not done correctly and compliance standards cannot be verified, it costs the business not just money, but also customer trust,” said Miller.
Chuck Data aims to prevent such issues by automating compliance tasks with high accuracy, minimizing the risk of mishandling sensitive information.
Evolving the Role of the CDP
According to Michael Ni, also from Constellation Research, Chuck Data represents the future of customer data platforms — transforming from static data organizers into intelligent systems embedded within the data infrastructure.
“By running identity resolution and data preparation natively in Databricks, Amperity demonstrates how the next generation of CDPs will shift core governance tasks to the data layer,” said Ni. “This allows the CDP to focus on real-time personalization and business decision-making.”
The End of Manual Data Wrangling?
Derek Slager, CTO and co-founder of Amperity, said the goal of Chuck Data is to eliminate the “repetitive and painful” aspects of customer data engineering.
“Chuck understands your data and helps you get stuff done faster, whether you’re stitching identities or tagging PII,” said Slager. “There’s no orchestration, no UI gymnastics – it’s just fast, contextual, and command-driven.”
With Chuck Data, Amperity is betting big on agentic AI to usher in a new era of intuitive, fast, and compliant customer data management — one where data engineers simply describe what they want, and AI does the rest.
