Pacsun selects Attentive for ai-powered omnichannel marketing. Published on: Oct 30, 2026 Pacsun has selected Attentive to unify its customer engagement across SMS, email and Rich Communication Services (RCS), expanding its investment in mobile-first marketing and AI-powered personalization. The partnership will bring the retailer's messaging channels together through Attentive's omnichannel marketing platform, with integration planned alongside its existing customer data platform (CDP) partner, Amperity. The move reflects a broader shift in retail marketing toward connected customer data, personalized communications and AI-driven campaign automation as brands compete for consumer attention across digital channels. Retailers are increasingly looking beyond individual messaging channels to build connected customer engagement strategies. As consumers interact with brands through mobile messaging, social platforms, websites and commerce applications, fragmented marketing systems can make it difficult to maintain consistent communication across the customer journey. Pacsun's selection of Attentive addresses this challenge by bringing SMS, email and RCS messaging into a unified marketing environment. The retailer intends to use the platform to improve personalization, strengthen subscriber acquisition and coordinate customer communications across channels. The partnership comes as Pacsun continues investing in its relationship with younger consumers through social commerce, creator culture and experiential retail. Its technology requirements extend beyond sending promotional messages. The retailer is looking to connect customer identities, behavioral information and communication preferences to make marketing interactions more relevant. Attentive's platform provides the infrastructure for managing these activities. Its capabilities include mobile messaging, email marketing and AI-powered campaign tools designed to help retailers coordinate customer engagement. RCS adds another messaging option, supporting richer communication experiences than traditional SMS, depending on device, carrier and platform availability. An important part of the deployment is its planned integration with Amperity, Pacsun's existing CDP partner. Connecting the two platforms is intended to help the retailer use customer information more effectively across marketing channels. Customer data integration has become an important component of modern retail marketing technology. A CDP helps organizations consolidate customer information from different sources, while engagement platforms use that information to coordinate campaigns and personalized interactions. Connecting these capabilities can help reduce fragmented audience management and support more consistent customer experiences. Pacsun also plans to expand its use of Attentive's AI capabilities over time, including AI Pro, AI Grow and AI Journeys. These tools are designed to support different parts of the marketing process. AI Pro focuses on improving marketing execution, AI Grow supports audience and subscriber growth, while AI Journeys helps automate customer communication sequences based on behavioral signals and preferences. The broader objective is to reduce the manual work involved in campaign creation, audience development and customer journey management. Rather than relying exclusively on predefined campaign schedules, marketers can use customer behavior to inform when and how communications are delivered. The partnership also reflects changing consumer expectations around personalization. Attentive's 2026 State of AI in Retail report found that 68% of surveyed consumers had used AI to help them shop during the preceding three months. Among those AI-assisted shoppers, 72% agreed with at least five of seven statements concerning personalization, including relevant recommendations and recognition by brands. These findings suggest that AI-assisted shopping is influencing expectations around how retailers communicate with consumers. However, personalization also depends on the quality of customer data, identity resolution and the ability to coordinate interactions without overwhelming subscribers. For Attentive, the Pacsun agreement adds another retail customer to its omnichannel marketing ecosystem. Its competitive landscape includes platforms such as Salesforce Marketing Cloud, Adobe Journey Optimizer and Braze, which also support customer engagement, automation and personalization across digital channels. The differentiation increasingly comes down to integration flexibility, mobile messaging capabilities, customer data activation and the maturity of AI-powered campaign workflows. Pacsun's deployment illustrates how retailers are approaching these requirements through connected marketing technology rather than isolated communication tools. The longer-term measure of success will be whether the integration improves subscriber growth, customer engagement and lifetime value while maintaining consistent experiences across channels. Market landscape. Retail marketing technology is moving toward integrated customer engagement platforms that combine messaging, customer data and AI-powered automation. SMS and email remain established communication channels, while RCS introduces richer mobile messaging experiences. Retailers are increasingly looking to coordinate these formats with customer profiles, purchase histories and behavioral signals. The competitive market includes Attentive, Braze, Salesforce and Adobe, each addressing different parts of the enterprise customer engagement stack. CDP integration is becoming particularly important because personalized campaigns depend on consistent customer information across systems. AI is adding another layer through automated campaign creation, audience growth and behavioral journey orchestration. However, the effectiveness of these capabilities depends on data quality, customer consent, deliverability and appropriate frequency management. Strategic outlook. Pacsun's selection of Attentive highlights the growing importance of mobile-first customer engagement in retail. The integration with Amperity provides a foundation for connecting customer intelligence with messaging execution, while Attentive's AI capabilities offer a pathway toward more automated marketing operations. For enterprise marketing teams, the strategic opportunity extends beyond sending personalized messages. Connected customer data and omnichannel automation can help organizations coordinate interactions throughout acquisition, conversion, retention and customer loyalty. The next challenge will be demonstrating measurable improvements in customer lifetime value, subscriber growth and campaign performance. As retailers expand their AI investments, the ability to connect personalization with reliable attribution and responsible customer data management will become increasingly important. Top insights. * Pacsun selected Attentive to unify SMS, email and RCS, strengthening its mobile-first customer engagement and omnichannel marketing strategy. * Integration with Amperity will connect customer data infrastructure with messaging execution, supporting more consistent audience management and personalization. * Attentive's AI Pro, AI Grow and AI Journeys will support campaign automation, subscriber acquisition and behavior-driven customer communications. * Attentive reports that 68% of surveyed consumers used AI to help them shop, highlighting changing expectations around retail personalization. * The partnership reflects growing competition among customer engagement platforms to combine messaging, CDP integration and agentic AI capabilities.

Stellantis selects Amperity to connect customer data and personalize experiences - unite.ai. Stellantis has selected Amperity to help connect customer information across its brands and touchpoints, giving teams a more consistent foundation for personalized engagement. The October 27 announcement puts customer identity and context at the center of the automaker's data transformation, covering relationships that span vehicles, households, dealers, and years of ownership. The planned uses include cross-brand engagement, after-sales and loyalty experiences, personalized messaging, and campaign measurement. Amperity says its composable architecture will work with Stellantis' existing technology environment. During a proof of concept, the platform reportedly ingested millions of records in minutes and built a unified Customer 360 in less than three days. Those are evaluation results reported in the announcement, rather than evidence of a completed production rollout. The broader significance is the problem being addressed: an AI system or marketing team can only make a relevant customer decision if the records beneath it describe the right person and the right relationship. Why automotive customer data is difficult to connect. A vehicle relationship lasts much longer than a typical online shopping session. The person researching a car, the purchaser, the regular driver, and the person arranging a service appointment may be different members of one household. Ownership can change while an older record remains in a separate system. That creates two kinds of error. Failing to connect records can leave a business treating the same customer as several unrelated people. Connecting them too aggressively can merge people who share an address or otherwise resemble one another. Both errors can make personalization less useful. A unified profile is therefore more than a consolidated mailing list. It is a maintained interpretation of how records relate to people, households, and transactions. For an automaker, the quality of those connections helps determine whether an interaction reflects a current owner's needs or an outdated assumption. How Amperity resolves customer identity. Amperity's identity resolution platform combines configured rules with AI-assisted matching. Rules connect records when identifiers and business conditions support a match; scoring helps evaluate less certain cases involving incomplete or inconsistent information. The company describes a process that begins with connected source records, applies matching logic, scores uncertain links, and lets teams inspect the resulting graph. It also supports purpose-built identity views for different business needs, rather than assuming that one matching policy is ideal for every use case. That distinction matters operationally. A marketing audience and a customer-service workflow may have different tolerances for uncertainty. Teams need to understand why records were connected, investigate questionable links, and adjust the logic as new information arrives. The AI component here addresses a data problem that precedes generative AI: deciding which records belong together. A fluent answer from an assistant cannot compensate for an underlying profile that combines the wrong customer histories. Turning resolved profiles into Customer Context. On its Customer Context Platform website, Amperity describes a broader sequence: resolve identity, combine profiles with history and available current signals, support decisions, activate through connected channels, and measure outcomes. The platform includes segmentation, journey orchestration, prediction and recommendation capabilities, and connections to marketing and service tools. Amperity also offers deployment options that work with warehouse and lakehouse environments; the appropriate architecture depends on the implementation. This separates knowing who a customer is from deciding what to do next. As an illustrative example, a recent service interaction might change the relevance of a planned message. A useful system needs that event to reach the decision workflow in time, alongside the customer's existing history. The implementation challenge is not simply accumulating more data. It is defining which signals are meaningful, how quickly they become available, which teams may use them, and which outcome will show that an intervention helped. These are product and operational decisions as well as engineering tasks. What this foundation means for AI agents. Amperity's wider platform provides Model Context Protocol connectivity for compatible AI tools. Its MCP Server is designed to let authenticated users query resolved customer context and perform supported operations through their existing access controls. The company says permissions, role-based access, consent settings, and usage policies carry over to those requests. That makes governance part of the connection between a customer platform and an assistant, rather than leaving each new interface to establish its own separate data-access model. These are general Amperity capabilities, not confirmation that Stellantis has deployed every feature. The selection announcement does not establish a specific production agent configuration. For enterprises, the architectural implication is nevertheless clear: AI assistants need both useful context and boundaries around its use. A resolved customer profile can improve relevance, but it does not automatically make every recommendation accurate or every action appropriate. Access controls, consent, and review remain part of the workflow. Where the agreement fits Stellantis' AI strategy. Stellantis has already outlined a wider effort to embed AI across its business. In an April announcement on its own website, the automaker described a five-year Microsoft collaboration involving more than 100 AI initiatives across areas including customer care, product development, and operations. That program also includes Azure infrastructure modernization and AI-supported cybersecurity. It provides context for Stellantis' enterprise technology direction, but the Amperity announcement does not specify how the two relationships will integrate technically. The Amperity selection addresses a more focused layer: the customer information that teams and connected systems use to make decisions. Better models and faster infrastructure can expand what a business is able to do; dependable identity and context help determine whether it does the right thing for a particular customer. The next meaningful evidence will come from production use: whether profiles remain accurate as relationships change, whether teams can act on them effectively, and whether customer outcomes improve. The partnership illustrates how enterprise AI adoption increasingly depends on the less visible work of organizing, governing, and maintaining the data that makes a personalized experience possible.

Amperity has launched Pér, an AI agent designed to help brands analyse customer data and take action more efficiently. Built on Amperity's identity resolution platform, Pér allows teams to ask questions about customers and campaigns in natural language, receive recommendations, and move approved decisions into existing marketing workflows. The tool aims to reduce the gap between customer insights and action by eliminating manual analysis and multiple handoffs between teams. Pér can investigate changes in customer behaviour, identify affected customers, and prepare audiences for approval whilst keeping humans in control of final decisions. Early users report improved efficiency in identifying segment overlaps and real-time campaign adjustments. Amperity's platform currently serves over 400 brands including Alaska Airlines and DICK'S Sporting Goods.