Amplitude has acquired Kraftful, a startup specialising in AI-powered Voice of Customer technology, to enhance its digital analytics capabilities for product teams.
The acquisition will enable Amplitude to integrate Kraftful's platform, which utilises a proprietary large language model (LLM) analysis to transform unstructured user feedback into actionable insights, into its suite of analytics tools. The integration aims to provide product teams with a more comprehensive understanding of customer behaviour, combining quantitative behavioural data with qualitative sentiment and motivation data.
According to Amplitude, users will soon be able to instantly surface top feature requests and user pain points from various feedback sources, including support tickets, app store reviews, and customer calls. This capability is designed to complement existing behavioural data, allowing teams to pair the 'what' of user actions with the 'why.'
The combined solution will also enable teams to streamline processes such as testing, iteration, and validation of product solutions within a single platform, eliminating the need to switch between tools. Amplitude expects the integration to unify session replays, surveys, experimentation, and Voice of Customer features, all powered by its proprietary AI.
Kraftful's technology analyses large volumes of feedback data and delivers insights that help teams identify leading feature requests, understand complaints, and uncover bugs or user experience issues. The intent is for product and marketing teams on Amplitude's platform to move from recognising a problem in user feedback to testing and deploying solutions, all in one place.
The addition of Kraftful's Voice of Customer capabilities responds to customer demand for more integrated and actionable qualitative insights. Amplitude's statement highlighted that new features will allow automatic analysis of feedback to detect rises in specific complaints, link these to behavioural data through session replays, A/B test proposed fixes, analyse results, and communicate directly with users via in-app notifications.
Amplitude customers currently use Session Replay to visualise how users navigate digital products, but the company has received requests for a deeper understanding of the 'why' behind user actions. Kraftful's VoC functionality is expected to help address this need, supporting outcomes such as improved Net Promoter Scores (NPS), higher retention, and greater feature adoption.
Kraftful's Chief Executive Officer and Founder, Yana Welinder, commented on the objective behind the technology and the future direction following the acquisition. Welinder said, "Our vision has always been to help teams build products users love. AI has unlocked an entirely new way for teams to perfect products with insights from every feedback channel and user behavior. Together with Amplitude, we'll make that vision a reality."
The Kraftful team will join Amplitude to further embed Voice of Customer technologies and accelerate the adoption of AI within the digital analytics platform. Amplitude's expanded offering now includes Product and Marketing Analytics, Session Replay, Feature and Web Experimentation, Activation, and Guides and Surveys, in addition to the new VoC capabilities.
The integration is expected to be completed by the end of the year, making all functionalities natively available to current and prospective Amplitude customers worldwide.
