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# Can identity resolution work without AI? Steven Renwick from Tilores explains
- URL: https://www.martechtherapy.com/can-identity-resolution-work-without/
- Published: 2025-07-02T08:46:23.000Z
- Updated: 2025-07-02T08:46:23.000Z
- Description: Tilores’ CEO explains why rules still rule, and how GenAI plays a supporting role in identity resolution, not the starring one.
- Author: Matthew Niederberger
- Tags: Customer data, Couch Confidentials, #martech, #podcast

There’s a lot of noise around AI and identity right now.

**Hightouch** just launched Adaptive Identity Resolution, **Meiro** is leaning hard into real-time CDP-native matching, and **Amperity** continues to push its probabilistic + deterministic blend for enterprise brands. But when someone asked me whether GenAI could *solve* identity resolution, I went straight to someone who’s seen the inside of the problem: **Steven Renwick**, co-founder and CEO of **Tilores**.

Steven and his team aren’t building another black box, they’re focused on traceability, reversibility, and real-time performance for messy, high-volume data. In this episode, we dig into what that actually means in practice.

💬 Topics we cover:

- Why Tilores avoids GenAI for core matching—and where it *does* use LLMs
- Entity graphs, not vector embeddings
- Using RAG (retrieval augmented generation) to query resolved identities
- Matching for fraud use cases, telecom mergers, and multi-brand insurance data
- Why explainability still beats hype in regulated industries

> **“Fraudsters aren’t always smart. They just hope your data isn’t smart either.”**

We also touch on identity matching horror stories, Cockney rhyming slang, and why test data is the silent killer of your data quality.

Learn more about Tilores → https://tilores.com/

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- Matthew: [https://www.linkedin.com/in/matthewniederberger/](https://www.linkedin.com/in/matthewniederberger/?ref=martechtherapy.com)

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