Prerequisites
Before getting started, ensure you have:
Required permissions
The personas page is available to users with the following permissions:
Staff (if enabled)
Analyst
Marketing
Marketing Analyst
Operator
Owner
Manually Merging Personas
To manually merge personas, simply correct the PII in the General / Traits portion of the Persona Card.
Steps
Navigate to Customers > Personas
Open the persona
Go to the General tab
Scroll to Traits
Click Edit
Update the phone number, email, or other PII
Wait up to 24 hours for the system to process the merge
Manually Unmerging Personas
To separate personas that were incorrectly merged, you correct the PII in the Merges History portion of the Persona Card:
Steps
Navigate to Customers > Personas > History / Merges
Locate the incorrect PII within the Merge History entries
Update the information to the correct phone/email in the Merge Tab itself for all impacted merges present.
Wait for the next data sync (up to 24 hours)
Note: Avoid making corrections in the General Traits section when trying to UNMERGE personas. That is where you edit to intentionally merge if needed.
POS Considerations
Some POS systems require the customer to complete another transaction before new PII syncs into AIQ.
Integration Notes
POS systems often require a new transaction for updated PII
Some integrations only sync when that external system pushes new data
If data was updated in AIQ only, it will unmerge overnight
Splitting a Single Merged Record
If you want to split off one merged profile:
Go to History > Merges
Edit the incorrect merged record’s PII
AIQ will split only that one record into its own persona.
Remaining merged profiles stay intact.
Note: Points may be recalculated for the separated profile.
Warnings
⚠️ Do NOT Use the Merge Button
The merge button requires entering internal Contact IDs and can create irreversible merges. Use PII correction instead. If you’re unsure, contact Support.
⚠️ Do Not Create a New Persona
Creating a new customer record will cause:
More duplicates
More incorrect merges
Conflicting histories
Inaccurate loyalty points
Always update the existing persona instead.
When to Contact Support
Removing invalid emails, phone numbers, or PII
Undoing a merge involving fake or placeholder data
Splitting a record when PII can’t be recovered
Complex merge issues caused by POS imports
Need Help?
If you need assistance, reach out to AIQ Support anytime via the chat widget within your AIQ Dashboard.