Make the signed-in moments you already own choose better.
Customer Intelligence works where a connected customer is signed in to your own experience. Your surface sends the options it could already show; Herm returns the order. It does not send data into your CRM, and your brand never receives the shopper’s profile.
Permission is established by the shopper, not the brand.In session only: no CRM, email or batch mode. read the privacy position
- 01Shopper
A person with an existing Herm consumer relationship.
holds the permission - 02Connection
The shopper chooses to connect with your brand and decides what it may use, and for how long.
explicit · scoped · revocable - 03Your signed-in surface
A product carousel, offer slot or your own assistant sends the options it could already show.
options + connection ID in - 04Herm
Decides using only what the shopper allowed. The profile never leaves.
the decision happens here - 05Ranking or selection
The order to show your options in, and where supported a short permitted explanation.
the only thing that travels back
- Rankings of your own options. The products, offers or messages you sent.
- A selection. When you need one pick rather than a full order.
- Short explanations. Written by Herm, using only what the shopper allowed.
- Your request log. Every decision your brand asked for.
- A connection ID. Different for every brand, used to request decisions.
- The shopper’s Herm profile. There’s no profile endpoint.
- Shopper attributes. There’s no attribute lookup.
- Purchase history. There’s no purchase or receipt export.
- A cross-brand identity. Each brand gets a different ID, so Herm IDs can’t be matched across brands.
- Audiences or lists. There’s no bulk, CRM or email-list mode.
Boundary Both columns are the lists the Customer Intelligence page publishes, imported rather than retyped. Nothing on this page adds a capability to them.
Your CRM knows the relationship. The signed-in moment is where Customer Intelligence can act.
A customer may buy through multiple retailers, marketplaces and channels. Your own data describes the direct relationship well, and it stays yours to use in your CRM and lifecycle programmes exactly as it is today.
Customer Intelligence adds nothing to that record. What it adds is a better decision at the moment a connected customer is signed in and choosing, using context that stays inside Herm.
- Direct orders
- Email engagement
- Loyalty activity
- Known product ownership
Owned, governed and already in the customer record.
Conceptual. None of this is shown or transferred to the brand. It stays inside Herm.
Your page sends the six products it could show. Herm returns the order to show them in. The context behind the order stays inside Herm, and your CRM record is unchanged.
Permission should be part of the product, not hidden in the policy.
Five explicit stages. Each stage depends on the permission established in the one before it.
- 01 Consent
Shopper chooses to connect
The shopper deliberately connects with your brand through Herm. Herm issues your brand a connection ID that is different for every brand.
Who controls this shopper - 02 Scope
Shopper sets what may be used
The shopper decides what your brand may use, and for how long. Every grant has a visible life.
Who controls this shopper - 03 Request
Your surface asks which of these
In an eligible signed-in session, your surface sends the options it could already show, with the connection ID.
Who controls this brand - 04 Decision
Herm returns the order
Herm ranks or selects the options using only what the shopper allowed. The profile stays inside Herm.
Who controls this Herm, within the grant - 05 Revocation
Permission stays manageable
Revoking stops future decisions immediately. With no active grant, your surface shows its own default order.
Who controls this shopper
Use a decision where a connected customer is already choosing.
Each use case is the same primitive on a surface you already run: your options in, an order out. Illustrative, not a list of separate features.
- Replenishment
What to reorder first
On a signed-in account or reorder page, send the products this customer could reorder. Herm returns the order to show them in.
- Loyalty & rewards
Which offer to show
In an offer slot for a signed-in member, send the offers already eligible for the session. Herm ranks them. No audience file.
- Post-purchase
What to show next
On a signed-in order-confirmation or account page, send the products you could recommend. Herm returns the order for this connected customer.
- Brand-owned AI
Your assistant
Your own assistant sends the answers or products it is considering and uses the returned order. The shopper’s profile is never exposed to the assistant.
Customer Intelligence returns decisions only while a connected customer is signed in. It does not write to your CRM, enrich a segment, build an audience or feed an email programme; those keep running on your own first-party data. Herm returns a decision and takes no action on the brand's behalf. It does not measure, and Herm does not influence, what a frontier AI assistant recommends to an individual shopper.
Every decision is logged, on both sides.
A CRM team should be able to open any decision and answer three questions: what did we send, what came back, and which grant allowed it? The shopper’s log shows the same request, plus which of the things they allowed were used. Yours never does.
- surface
- Product carousel signed-in product page
- requested
- 04 Sep 2026 09:41 example timestamp
- options sent
- 6 products the ones your page could already show
- connection ID
- vel_7f3a different for every brand
- grant
- #C-30117 · active checked on every request
- returned
- ranking 4 · 1 · 6 · 2 · 3 · 5 positions in the list you sent
- explanation
- “Free delivery on this one” optional, written by Herm
- shopper profile returned
- No there is no profile endpoint
- Customer connected shopper-initiated, brand-specific, example reference
- Grant checked what the shopper allowed, and for how long
- Options ranked inside Herm the profile is used here and never leaves
- Order returned to your surface logged for your brand and for the shopper
The customer can revoke this connection at any time. Revoking stops future decisions immediately; with no active grant the response says so, and your page shows its default order.
- The shopper’s Herm profile There’s no profile endpoint.
- Shopper attributes There’s no attribute lookup.
- Purchase history There’s no purchase or receipt export.
- A cross-brand identity Each brand gets a different ID, so Herm IDs can’t be matched across brands.
- Audiences or lists There’s no bulk, CRM or email-list mode.
Customer Intelligence should make its boundaries as clear as its capabilities.
Stated here so a data stakeholder does not have to infer it later.
- Rank or select the options your signed-in surface sends, for a customer who chose to connect.
- Return a short explanation where supported, written by Herm using only what the shopper allowed.
- Log every decision for your brand and for the shopper.
- Send shopper attributes, profiles or purchase history into your CRM or any other system.
- Build, enrich or export an audience, segment or email list.
- Run in batch, offline, or outside a signed-in session.
- Personalise independent frontier AI systems such as ChatGPT on the brand's behalf.
- Override the shopper's permission.
Customer Intelligence is the readiness dimension for your own signed-in experiences.
Be Relevant asks one question: Can your owned signed-in experience make a better choice for this connected shopper without taking custody of their profile? It is separate from measuring how public AI systems talk about the brand.
- Be Visible Brand Visibility Live Does AI know and recommend you?
- Be Sellable Product Readiness Live Can AI actually complete the recommendation: specs, price, stock, where to buy?
- Be Relevant Customer Intelligence Early access Are your own experiences right for the shopper in front of them?
- Be Preferred Offers Live Do the shoppers who buy your category buy you, and keep buying you?
The permission model is part of the product.
A CRM team should be able to see what the shopper allowed, what your surface sent and what came back, before implementation begins.
- Policy and compliance framework The published position covering the consumer relationship: privacy, GDPR, CCPA, cookies and responsible AI.
- Customer Intelligence What the Decision API does, what the shopper is shown, and what your brand receives and never receives.
- How Herm assesses a brand The Readiness Score methodology, including what this rung is scored on.
- How Herm instructs AI systems The machine-readable statement of what Herm does and does not claim.
The integration specification, the consent model and the security documentation are reviewed with your data and privacy stakeholders during evaluation. They are not published here, and this page makes no compliance claim in place of them.
See where a decision fits your signed-in experience.
Review the connection, the surfaces where a decision could run, and what your brand would and would not receive.
- starts with
- A review of the connection model and the surfaces it could run on
- you evaluate
- Which signed-in moments could use a decision
- stays with the shopper
- The permission, and the ability to withdraw it
- stays in Herm
- The profile behind every decision