Amplitude’s New MCP Server and Open Beta for AI Agents Bring Behavioral Data into AI Tools

MCP (that’s “Model Context Protocol” if you have an aversion to acronyms) is becoming a posh objective for technology vendors up and down the stack – and digital analytics platforms are no exception. 

In the past few weeks, I’ve already covered MCP in multiple places. But my proximity goes back to late last year, when the noise around agentic AI and agentic commerce was steadily increasing. In a matter of months, we went from a handful of early-stage MCP servers (based on the standards created by Anthropic) to tens of thousands. And there’s no slowdown in sight.

The hype is well-founded. Along with the engineers I’ve connected with across CMS, DXP, CDP, and other platform categories, I personally competed in an AWS hackathon in July that required harnessing MCP for enterprise agent applications – so I know firsthand what the potential represents.

This week, Amplitude joined the growing chorus of Model Context Protocol believers with the release of its Amplitude MCP Server – and it sounds spot on. By leveraging MCP, the analytics leader is making its real-time behavioral insights available directly inside AI environments like Claude, the ever-popular Cursor, or any MCP client. 

The benefits here are almost self-explanatory, but here’s a great use case: A marketer queries in natural language something like “What features drove the most retention this month?” or “What caused the drop in sign-ups last week?” Based just on that, you can get instant answers via live Amplitude data. 

As Amplitude's Co-Founder and CEO Spenser Skates said, MCP was made for data analytics. You can ask a vague question and have an AI model iteratively query Amplitude to find insights. Amplitude's MCP exposes all of its functionality so an agent can interact with it directly, allowing you to use Amplitude without having to know anything about its user interface or your data taxonomy.

By having everything consolidated in one place, users can also reduce that dreaded “swivel chair” effect and the immense cognitive overload of switching between dashboards. With this heightened consolidation and control, teams can focus their time and energy on drilling into what customers like, where the bottlenecks are, and what actions might streamline the experience.

“Behavioral context is one of the most critical inputs behind every great product and digital experience. The problem is, AI tools are only as good as the context they leverage,” explained Wade Chambers, Chief Engineering Officer at Amplitude. “Amplitude already captures and organizes behavioral data across the full user journey. So by extending this into MCP-enabled environments like Claude, we’re giving AI direct, governed access to that data. This makes the context instantly available and marks a major step toward the insights-to-actions loop becoming automatic.”

According to Amplitude, one of its customers, Zip, is already seeing results – scaling expertise, accelerating analysis, and uncovering opportunities that were previously hidden.

“Amplitude’s MCP is a real game-changer,” said Moss Pauly, Technical Product Manager, Data & AI at Zip. “We’ve been able to embed our internal domain knowledge – how certain events are used to drive complex analysis – directly into an LLM’s context and have it interact seamlessly with Amplitude. It’s opening up access to cross-domain insights that previously only a few specialists could uncover. It’s a genuine step change in democratizing data across the organization.”

Building an agentic strategy to power analytics

Amplitude has been on an innovation tear as of late, adding new web experimentation capabilities with low-code, drag-and-drop editing, group cohort targeting, and self-service control.

Earlier this summer, the company teased its forthcoming AI agents, which complement its MCP trajectory. This included a limited beta for its first series of AI Agents – intelligent assistants that continuously monitor product data, detect anomalies, and surface insights before teams even ask. With agents, teams can move faster, scale decision-making, and transform analytics into an ever-present system that drives growth proactively.

Back in August, I connected with Amplitude’s Nithya Rajendran, a project manager working on the Web Experimentation and AI initiatives, about the frontier of Amplitude’s agentic investment. She provided some insight as to what kinds of functionality we can expect and the benefits. 

“Our Agents work in parallel with teams to tackle essential but tedious activities like monitoring data, spotting patterns and changes, watching user sessions, forming hypotheses, running experiments, shipping changes, and monitoring impact,” Rajendran said. “Our AI Agents are built directly into the platform to help automate these tasks, meaning work that used to take weeks can now take minutes."

New AI agents are now available to all customers 

Last week, Amplitude’s AI agent beta program was opened to all Amplitude customers, with two AI Agents available at launch. The first is its Dashboard Agent, which analyzes dashboards and summarizes meaningful changes in trends, metrics, and issues proactively. With it, you can surface trends that require immediate attention and detect key week-over-week or month-over-month shifts.

Amplitude’s Dashboard Agent also performs high-utility actions like root-cause analysis to identify segments or behaviors driving metric changes, giving marketers even more granular insight. It also enables follow-up analysis using natural language, generating new charts and answers automatically. You can also push these insights to Slack, email, or directly within Amplitude – so you have multiple channels to access the results. 

Amplitude's new agents will provide automated actions and insights. Source: Amplitude website

The other agent that’s now available is targeted at Amplitude’s popular Session Replay capabilities, a handy resource that I’ve written about previously. The new Session Replay Agent automatically analyzes session replays across funnels or event paths at scale. It also surfaces behavioral patterns, drop-offs, and friction indicators like rage clicks, dead clicks, and user errors.

The Session Replay Agent provides end-to-end qualitative analysis, backing insights with a curated playlist of relevant replays for faster investigation. And like its Dashboard Agent companion, it shares insights proactively via Slack, email, or directly within Amplitude.

Availability

According to the company’s press release, its MCP is now available to all Amplitude customers. One thing we can watch for as its AI Agents roll out is the introduction of deeper MCP integrations, which the company says we can expect over the coming months. You can learn more on their website. 

The verdict

Observability and insight are becoming paramount in the tidal wave of data and connected systems. AI is amplifying the volume of everything, and brands need more insight than ever – not only to assess and optimize their product performance, but to understand customer behavior as it responds to changes and market pressures. As buyers move to different channels like answer engines, marketers need to make sense of these seismic shifts.

Amplitude continues to reinforce its position as a leading voice in the digital analytics space, providing self-service visibility throughout the customer journey. This is precisely the space where agentic automation and MCP are right at home, and can potentially impact productivity and improve outcomes in profound ways.

I like the dimensions of these initial agents. Marketers need to be closer to their data than ever, so they can make meaningful decisions; there's just so much of it, and it's impacting their strategic agility. As such, these tools are focused on key challenges that marketing teams face – and if they deliver as promised, could provide significant value. We’ll be watching to see how the roadmap unfolds for other agents within the ecosystem, and how a deeper integration with MCP brings additional capabilities to the table. 

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