Amplitude will expand its AI-powered platform with Kraftful's Voice of Customer technology

Amplitude, Inc. (NASDAQ:AMPL) has acquired Kraftful, an AI-native Voice of Customer (VoC) startup, to give teams a 360-view of their customers so they can build better products and digital experiences. This move strengthens Amplitude's position as the most comprehensive digital analytics platform on the market, enabling teams to combine the power of quantitative user behavioral data and qualitative user feedback.

Amplitude will integrate Kraftful's capabilities as a native part of its platform, giving teams a faster way to turn customer input into better products. Kraftful uses its proprietary LLM analysis to distill massive volumes of unstructured user feedback data – from customer calls and support tickets to app reviews and online chatter – and deliver actionable insights. This helps teams identify top feature requests, understand user complaints, and uncover critical bugs.