Tracer Labs Launches Trust ID

Tracer Labs today launched Trust ID, its enterprise identity platform that recognizes who's behind each anonymous visit to company websites and how ready they are to buy. When an AI agent visits a site for a customer, Trust ID knows which customer sent it.

The Trust ID platform draws on infrastructure spanning 5.1 billion verified email records and 35 billion daily intent signals, visit. With it, businesses can do the following:

• Convert more first-time visitors by acting on live intent;
• Bring customers back by recognizing them across visits, sessions, and devices;
• Attribute browsing by AI agents like ChatGPT and Claude to the known customers behind it;
• Let AI personalize each visit with approved on-site actions; and
• Push high-intent audiences to existing ad and marketing tools.

"The web is shifting from people browsing to people and their AI agents acting for them," said Pete Hayes, founder and CEO of Tracer Labs, in a statement. "The businesses that win will be the ones that remember their customers and earn their trust. Trust ID brings that to every business, not just enterprises."

Trust ID is privacy-first. Visitors are recognized only with consent, and customer data is never resold or added to shared identity graphs. It works with Tracer Labs' Identity Wallet, which works invisibly, letting consumers carry their identities and preferences everywhere so the companies they trust can recognize them instantly, with permission built in.