Amplitude has acquired AI-native Voice of Customer (VoC) startup, Kraftful, with plans to integrate the technology into Amplitude's existing AI-powered platform, to enhance its capabilities in processing customer feedback.

Kraftful's technology leverages proprietary large language model (LLM) analysis to handle significant volumes of unstructured user feedback data. This process is designed to yield actionable insights, which Amplitude plans to incorporate into its platform to offer a more comprehensive view of customer behaviour and feedback. This integration is expected to combine both quantitative and qualitative data, enabling a more holistic understanding of customer interactions.

The acquisition will introduce new functionalities to Amplitude's platform, including the automatic analysis of customer feedback, identification of issues, and testing of solutions within the platform itself. The anticipated improvements from this acquisition include higher Net Promoter Scores (NPS), improved customer retention, and stronger feature adoption among Amplitude's clientele.

CEO and co-founder of Amplitude, Spenser Skates, said: "Kraftful and Amplitude share a deep belief: that listening to your users is the key to building great products... Today, Amplitude customers can easily see what users are doing, but not always why. Kraftful helps us close that gap. We’re excited to bring Kraftful’s capabilities into Amplitude to power more comprehensive insights, faster feedback loops, and smarter AI agents."

Kraftful's team is set to join Amplitude, with a focus on embedding VoC capabilities into the platform and accelerating the use of AI. Kraftful's CEO and Founder, Yana Welinder, said:, "Our vision has always been to help teams build products users love." Welinder also commented on the potential of AI in product development, saying, "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."

Amplitude's platform already includes a range of features such as Product and Marketing Analytics, Session Replay, Feature and Web Experimentation, Activation, and Guides and Surveys. The integration of Kraftful's VoC technology is expected to further enhance these offerings.

Amplitude currently serves over 4,000 customers, including prominent companies like Atlassian, NBCUniversal, Under Armour, Shopify, and Jersey Mike's. Kraftful, on the other hand, is backed by investors including Y Combinator, Google, and Samsung, and has received recognition for its innovation and product awards.