70% of marketing AI pilots stall due to flawed training data: duplicated, fragmented, or non-consented.
AI only works if it understands the person behind the click. That starts with identity.
A real-time, deterministic identity graph ensures clean, trusted, consented data, before the model ever sees it.
Teavaro’s Unified Marketing ID (UMID) links all touchpoints and fuels personalisation, attribution, and automation AI-ready, privacy-safe, and instantly actionable.
The hype around AI in marketing is real, but so is the failure rate. Marketers are told that AI will optimise everything: targeting, spend, personalisation, predictions. But 70% of AI pilots stall before they scale. The problem? Not the models. The data.
Most AI projects fail not because of bad algorithms, but because they're fed inclomplete, inconsistent, or non permissioned customer data.
No model, no matter how advanced, can produce accurate results if it doesn’t know who it’s looking at.
AI in marketing depends on real people data. But your systems often see one person as:
Three cookies
Two devices
A CRM record
A purchase in a POS
An anonymous click in Google Ads.
And none of them are connected.
When customer identities are fragmented, your data labels are broken. The result:
Poor match rates
Duplicate profiles
Misfired personalisation
Useless attribution
Risky compliance
Training AI without clean identity resolution is like teaching a child using ripped, unlabeled flashcards. They learn, just the wrong things.
So how do you fix it? With a deterministic identity graph: a system that connects every behavioural and transactional signal to a single, consented person in real time.
Think of it as the data foundation AI depends on:
It unifies web, app, CRM, and media signals across devices and domains.
It deduplicates and enriches records on the fly.
It applies consent rules at every touchpoint.
And it feeds your existing systems with clean, structured, real-time data before any AI models run.
AI doesn’t need a new brain. It needs better inputs.
That’s what a deterministic identity graph delivers: clarity, continuity, and control.
Teavaro’s Unified Marketing ID (UMID) is a persistent identifier that resolves identities across:
Anonymous and known sessions
Logged-in and logged-out states
Devices, browsers, and domains.
With UMID, you move from siloed views to a connected customer understanding, the kind of signal AI can finally use.
Because UMID is deterministic, server-side, and privacy-safe, it works instantly and compliantly across your stack. You don’t have to wait for batch jobs or replatforming to act.
It’s the identity spine for:
AI-powered personalisation engines
Real-time product recommendations
Audience suppression in paid media
Lifetime value prediction and churn risk models
and because every identity is linked to a consent record, you’re building trust into every interaction.
When CMOs and MarTech leaders activate AI with clean, connected identity data, here’s what they see:
| Capability | Without Identity Graph | With Teavaro UMID |
|---|---|---|
| Site personalisation | Only 5–15% of visitors identified | Up to 60% identified without login |
| Attribution | Duplicate or missed conversions | Up to 90% deduplication in GA4 |
| CRM campaigns | Static lists, blind blasts | Behavioural triggers + doubled engagement |
| Paid media | Redundant spend, low ROAS | Suppression, better match rates, lookalikes |
| AI model accuracy | Confused training data | Precise, consented, people-based inputsThis is the real ROI of AI—made possible by fixing identity first. |
This is the real ROI of AI, made possible by fixing identity first.
Before your next AI pilot, stop and ask:
Are we training models on consented, first-party data—or anonymous noise?
Can we resolve the same user across all our digital channels in real time?
Are our customer profiles deduplicated, unified, and permission-checked before analysis?
Does our AI strategy start with identity—or skip it?
Can our current stack actually activate AI outputs—without waiting for batch syncs?
If you can’t confidently answer all five, AI isn’t your next move: identity is.
AI has the power to transform marketing from smarter spend to real-time personalisation. But that transformation depends on the quality and structure of your data.
Without connected, clean, consented identity at the core, AI will continue to stall or underdeliver.
Before investing in another model, take a step back and ask: “Can my data infrastructure truly support it?”
With a deterministic identity graph, a persistent UMID, and activation-ready profiles, the answer becomes: yes: on your terms, with your data, in your stack.
Identity resolution ensures that data points across devices, channels, and systems all refer to the same individual. This is essential for building training datasets that are consistent, high-quality, and privacy-compliant: so AI models can make accurate predictions and deliver relevant experiences.
Because most customer data is fragmented. A person might appear as multiple cookies, devices, or app sessions. Without unifying these into a single identity, your AI trains on disconnected signals which leads to poor targeting, attribution errors, or compliance risks.
Teavaro is built with privacy-by-design. Every identity resolution is tied to a real-time consent record that governs what data can be collected, enriched, and activated. Our platform runs server-side, respects jurisdictional rules like GDPR, and ensures that only permissioned, first-party data powers your AI, analytics, and marketing. That means full auditability, lower legal risk, and deeper customer trust—by default.