From Rules to Intelligence: The Next Step in Deduplication
Deduplication has always been about trust. Users want clean data, but they also want to know how that data is being handled. For years, Plauti Deduplicate has relied on strong mathematical rules when merging records automatically: pick the record with the most recent update, keep the field with the longest string, or take the value that appears most often. And if there is ever an extensive requirement that out-of-the-box rules can’t cover, we can always write custom code using our SDK.These rules are clear, predictable, and reliable. But they are also limited.
The Evolution of Deduplication
Mathematical rules gave us a solid foundation. They let admins configure deterministic outcomes and avoid surprises. But real-world data is messy. Sometimes the most recent update isn’t the most accurate, and sometimes what really matters is prioritizing the right type of information. For instance, you might want to keep a business email over a personal email in the master record’s main email field. Mathematical rules alone can’t express this preference, while AI can understand such context and ensure the most valuable data is stored in the master record. This shift turns deduplication from strict rule-following into intelligent data stewardship.
The Limits of Purely Mathematical Rules
Rules are strict. They can’t understand nuance. They can’t recognize when two records mean the same thing in practice, or when merging would actually reduce data quality. As a result, admins spend time checking results manually, second-guessing merges, or creating more and more complex rule sets.Where AI Adds Value
AI brings flexibility. Instead of applying one-size-fits-all rules, AI recommendations can look at the whole picture. It can notice patterns that rules would miss, and it can propose intelligent merges that feel closer to human judgment. For example, it could determine the correct spelling of a First Name by using the Email Address in the record for guidance. That means faster decisions, fewer manual checks, and better confidence in the final outcome.
Balancing Trust and Control
At Plauti, we know that trust is everything. That’s why AI Merge Recommendations never override your rules and never merge automatically. They act as a smart assistant: suggesting, guiding, and supporting you, while leaving the final decision in your hands. It is also up to the administrator to decide for which fields they want AI to provide recommendations. This way, they can use the best of both worlds: applying mathematical rules where deterministic outcomes are preferred, and AI interpretation where more context is valuable. For example, an admin might apply a simple rule to keep the earliest created date for account ownership, while letting AI decide which job title is most relevant to keep in the master record when multiple titles are present.
What Happens to My Data?
When you enable AI Merge Recommendation, the relevant record data is sent securely to our trusted AI provider. The provider analyzes all selected records as a whole and returns clear field-by-field recommendations. None of your data is stored or persisted outside of your environment.
To comply with privacy regulations worldwide, this feature requires signing a Data Processing Agreement (DPA). This guarantees that data handling is lawful, transparent, secure, and compliant with applicable privacy laws. Access is limited to organizations that have signed the DPA, and the feature can only be accessed after this event. All AI suggestions are visible for your review, and nothing changes until you confirm.
The Future of Smart Deduplication
AI Merge Recommendations are just the beginning. They currently support you with smarter proposals, and Plauti is looking to extend AI Merge Proposals into automation, making deduplication even more powerful and efficient. Imagine a world where clean data requires almost no manual work at all: this is the future we are building.
Ready to experience the next generation of deduplication?
Enable AI Merge Recommendations in your org today and see how intelligence and rules together can transform your data quality. Join our upcoming webinar to see this functionality in action, along with other AI-powered workflows that Plauti enables.
