Read the Feed: Amplitude’s Next-Gen AI Transforms Customer Feedback into Actionable Product Insights

Feedback is the lifeblood of product optimization. Without it, we’re trapped in an echo chamber, tossing ideas at the wall and hoping the right stuff sticks.

Of course, there are many ways now to collect feedback in 2025. Too many? Maybe. I’ll let you decide. The more important measure is just how much customer data we’re collecting across a myriad of channels – and it’s in tonnage territory. 

One might think that more is better, but it’s the firehose dilemma. Try drinking before you drown. Along with the sheer amount of it, brands are having to stitch together fragmented feedback components from siloed or disconnected tools – and there hasn’t been a unified way to analyze everything and extract meaningful insights. 

There’s a lot at stake. Without good feedback to optimize on, your products and customer experiences will suffer. In fact, according to PwC, 32% of customers stop doing business with a brand after just one bad experience.

Amplitude has its own feedback to the feedback conundrum, and – you guessed it – it’s relying on AI to cut through the noise. 

Last week, the digital analytics leader unveiled its new AI Feedback service. They’re billing it as the industry’s first customer feedback engine with a proprietary LLM process that automatically turns raw input into prioritized, actionable insights.

AI Feedback is the culmination of Amplitude’s July acquisition of Kraftful, a rapidly growing AI platform that delivered insights from reviews, surveys, support tickets, and more – all analyzed in minutes. Kraftful boasted patent-pending, hallucination-free output, transforming feedback into a trusted resource for Google, Kayak, Netflix, and other global brands.

Given Amplitude’s focus on product analytics, this was a sage move. Now, this added AI muscle could give Amplitude customers a more robust picture that’s augmented by the other features in its broader ecosystem.

It's worth noting that Kraftful’s founder and CEO, Yana Welinder, is now Head of AI at Amplitude, bringing an astute Harvard legal background and a stint at Y Combinator to the mix. Her impressive run put Kraftful on the map, and made it an attractive target as part of Amplitude’s push to deliver a native Voice of Customer feature set with automated insights and personalization (fitting snugly with its breadth of existing tools). 

Yana has a great feed on what customers are looking for and how AI unlocks it, so adding her leadership skills to the innovation engine within Amplitude is also a solid win. Kraftful’s proprietary LLM technology was purpose-built for product teams, so it complements Amplitude’s own AI roadmap and target user focus. 

“The hardest part of building great products isn’t writing code,” Yana said. “It’s hearing what customers are saying across thousands of sales calls, reviews, and support tickets. AI Feedback provides clarity into what customers really want – all in one place.”

Here she is, talking about AI Feedback:

Enhancing feedback with Amplitude

As I mentioned, the secret sauce to AI Feedback could be its pairing with Amplitude’s Analytics, Session Replay, and Guides & Surveys. As part of a cohesive, unified platform, the scope of these capabilities will now enable brands to instantly access customer input, cut through to what matters most, and make it all actionable. 

By integrating Kraftful’s capabilities, Amplitude is combining the power of quantitative user behavioral data with qualitative user feedback. For example, you won’t just see users dropping off at checkout – you’ll be able to watch session replays, hear their own words describing problems or frustrations, run experiments to apply fixes, and send targeted surveys to see if the problem is resolved – all in a single platform. 

That last point is key. As we've been saying with other tools and platforms, marketers are experiencing a fair bout of cognitive overload as they struggle with the “swivel chair” balancing act of jumping between tools. With AI Feedback, everything lives in one central location, so you don't lose context (or your mind).

With Amplitude’s AI Feedback, organizations will be able to surface and quantify the most requested features from customers, enabling them to develop a product roadmap that delivers maximum impact. They’ll also be able to better position their products by gaining insight into how customers actually talk about their needs. 

As with any listening technologies, being able to gauge and analyze customer complaints is key. Now, with AI Feedback, brands will be able to proactively target the biggest customer pain points, so they can mitigate problems before they become cancellations and automatically identify bugs and frustrations that turn customers off. 

Churn is another key factor, and AI Feedback meets it head-on by monitoring the most at-risk signals. You can map dissatisfaction to key accounts and reveal which issues need immediate attention. You can also generate product requirement documents (PRDs) quickly and easily, turning customer insights into user stories with a simple prompt.

Replit, a cloud-based platform for writing, running, and collaborating on code, has been using AI Feedback. The company was a customer of Kraftful before the acquisition, and has used the tool as one of several agentic AI capabilities. 

“I think the aha moment was truly when I first connected all the sources to AI Feedback, and it did its magic and analyzed all of our user feedback,” said Amol Jain, Head of Product Engineering at Replit. “In the past it was so much work to pull data, look through each source, and manually combine them – the fact that AI Feedback just did it with a few clicks? That was fairly magical.”

Pricing and availability

According to Amplitude, AI Feedback is now fully integrated and available across all its plans, with the option to purchase larger volumes of feedback analysis as an add-on to its Growth and Enterprise plans.

Amplitude does offer a free tier, as well as a Plus plan for $49/month. Growth and Enterprise are custom plays, and pricing is based (in part) on MTU volume. You’ll need to contact sales for an estimate, but you can explore the full packages here. 

The verdict

I’ve been watching Amplitude for several years with a keen eye, and it continues to push innovation to enrich its bench of analytics tools. Adding Voice of Customer and AI-powered features to sift through the tidal wave of customer data is smart – and should augment what brands and enterprises are looking for from a unified platform. 

The Kraftful acquisition was another brilliant move, allowing Amplitude to catapult ahead with its roadmap with a performant, respected, and highly impactful platform in growth mode. What intrigues me most is Kraftful’s patent-pending solution to prevent hallucinations, which could effectively be a game-changer when it comes to trusted insights. 

All of that said, this was a quick integration. That might smell like a bolt-on in some product ecosystems, but Amplitude has a reputation for delivering quality products, so we expect good things from AI Feedback and its interoperability across Amplitude’s products.

We’re looking forward to some deeper dives into performance, but our feedback is simple: 

Try it.

Looking for more guidance on Amplitude? Talk to an expert.

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