What it is
Identity resolution is the Data Cloud process that uses match and reconciliation rules to merge records about the same person from different sources into one unified profile. Match rules (exact or fuzzy) decide which records belong to the same person; reconciliation rules decide which value wins when sources disagree. The result is a unified individual that agents can ground their answers in.
Why it matters
An agent that can't tell two emails belong to the same person will give inconsistent, frustrating answers. Good identity resolution is the foundation mid-market companies need before trusting AI with customer conversations.
Key components
- match rules
- reconciliation rules
- unified individual profile
- source data streams
How it connects
Data Cloud performs identity resolution to build Customer 360 profiles that Agentforce agents ground their answers in.
Good to know
Audit your match rules before launching an agent — bad matching quietly becomes bad AI answers.
Related terms
Customer 360
Salesforce's vision (and product suite) for having a complete, unified view of every customer across all touchpoints - sales, service, marketing, commerce.
Data Cloud
Salesforce's unified data platform that centralizes customer data from all sources, making it available for agents, analytics, and insights in real time.
Grounding
Connecting AI responses to your actual business data so agents answer with facts, not hallucinations.
Unified Knowledge Base
A single, agent-accessible repository combining internal docs, CRM data, and external content for grounded AI responses.
