Amplitude acquires Kraftul to improve customer feedback analysis

Amplitude, a leading company in behavior-tracking software and digital analytics, announced it acquired Kraftful, a startup that uses AI to understand customer feedback. Amplitude hopes to now give marketers and product teams a complete picture of their customers, ultimately helping them create better products and digital experiences.

While businesses are skilled at tracking users’ actions in their digital products, understanding why has been a bigger challenge.

“Today, Amplitude customers can easily see what users are doing, but not always why,” Spenser Skates, CEO and co-founder of Amplitude, said in a statement. “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.”

Founded in 2019, Kraftful developed a product research and insights platform designed to help teams understand and act on user feedback on a large scale.

The company made a name for itself by centralizing user feedback from various sources, like app store reviews and social media, making it easily searchable and reducing manual data sifting. Its AI-powered platform organizes insights and identifies trends, complaints and feature requests. A “hallucination detection” feature improves reliability. Beyond analyzing existing feedback, Kraftful also collects insights through AI-generated surveys and live conversational interviews that personalize questions to uncover deeper user needs.

Amplitude plans to integrate Kraftful’s capabilities directly into its platform. Ultimately, this acquisition is expected to help Amplitude customers achieve better outcomes, such as higher customer satisfaction scores, improved customer retention, and stronger adoption of new features.

Dig deeper: Amplitude brings product and marketing teams tgether in one platform