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Product Analytics Article

<hr /> 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 <a target="_blank" rel="noopener noreferrer" href="https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/future-of-customer-experience.html">PwC</a>, 32% of customers stop doing business with a brand after just one bad experience.<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/amplitude">Amplitude</a> 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 <a target="_blank" rel="noopener noreferrer" href="http://amplitude.com/ai-feedback">AI Feedback</a> 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 <a target="_blank" rel="noopener noreferrer" href="https://amplitude.com/press/amplitude-acquires-kraftful">Amplitude’s July acquisition of Kraftful</a>, 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, <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/ywelinder/">Yana Welinder</a>, 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: <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=x_nPbObb_Vo"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/x_nPbObb_Vo" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="enhancing-feedback-with-amplitude">Enhancing feedback with Amplitude</h3>As I mentioned, the secret sauce to AI Feedback could be its pairing with Amplitude’s <a target="_blank" rel="noopener noreferrer" href="https://amplitude.com/web-analytics">Analytics</a>, <a target="_blank" rel="noopener noreferrer" href="https://amplitude.com/session-replay">Session Replay</a>, and <a target="_blank" rel="noopener noreferrer" href="https://amplitude.com/guides-and-surveys">Guides &amp; Surveys</a>. 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.<a target="_blank" rel="noopener noreferrer" href="https://replit.com/">Replit</a>, 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 <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jainamol/">Amol Jain,</a> 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.”<h3 id="pricing-and-availability">Pricing and availability</h3>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 <a target="_blank" rel="noopener noreferrer" href="https://amplitude.com/pricing?siteLocation=nav">full packages here.</a> <h3 id="the-verdict">The verdict</h3>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. <hr /><h4 style="text-align:center" id="looking-for-more-guidance-on-amplitude?-talk-to-an-expert.">Looking for more guidance on Amplitude? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2025/10/image-1761136749603.png" /><h4 id="live-webinar:-can-we-ever-get-composable-without-complexity?"><a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/webinar-cmscritic">Live Webinar: Can We Ever Get Composable Without Complexity?</a></h4>November 20, 2025 – 6 PM (CET) / 5 PM (GMT) / 12 PM (EST)Composable architecture promised to simplify digital experience creation by giving organizations the flexibility to combine the technologies that met their needs. But for many enterprises, it’s done the opposite, which has led to complex integrations, spiraling costs, and what some are now referring to as composable regret. In this live conversation, Umbraco CEO Mats Persson joins Matt Garrepy, Chief Content Officer at CMS Critic, for a candid exploration of what went wrong in the first wave of composable and what needs to change. <a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/webinar-cmscritic">Register for the webinar.</a> <img style="width:29.08%" src="https://cmscritic.com/ms-content/uploads/2025/10/image-1761594434824.png" /><h4 id="typo3-conference-2025"><a target="_blank" rel="noopener noreferrer" href="https://t3con.typo3.com/">TYPO3 Conference 2025</a></h4>November 25–27, 2025 – Düsseldorf, GermanyT3CON is the premier annual event for web professionals, developers, marketers, and decision-makers. Much more than just a TYPO3-focused conference, T3CON spotlights the latest trends, innovations, and leaders shaping the future of content management, covering everything from grassroots initiatives to new technologies, strategies, and success stories. The event is designed to empower businesses and organizations with the knowledge and tools they need to thrive in the evolving digital landscape. The conference culminates in an awards ceremony celebrating the best TYPO3 projects across various industries. <a target="_blank" rel="noopener noreferrer" href="https://t3con.typo3.com/">Get your ticket.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

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

matt-garrepy

<hr /> <a target="_blank" rel="noopener noreferrer" href="https://modelcontextprotocol.io/docs/getting-started/intro">MCP</a> (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, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/umbraco-accelerates-ai-transformation-by-appointing-senior-software-engineer-to-focus-on-mcp">I’ve already covered MCP</a> 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 <a target="_blank" rel="noopener noreferrer" href="https://www.anthropic.com/">Anthropic</a>) 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, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/amplitude">Amplitude</a> joined the growing chorus of Model Context Protocol believers with the release of its <a target="_blank" rel="noopener noreferrer" href="https://2b78cec6.streaklinks.com/Cn_nauWNjVaTJuhqDwH11l85/https%3A%2F%2Famplitude.com%2Fdocs%2Fanalytics%2Famplitude-mcp">Amplitude MCP Server</a> – and it sounds spot on. By leveraging MCP, the analytics leader is making its real-time behavioral insights available directly inside AI environments like <a target="_blank" rel="noopener noreferrer" href="https://claude.ai/">Claude</a>, the ever-popular <a target="_blank" rel="noopener noreferrer" href="https://cursor.com/">Cursor</a>, 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 <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/spenserskates/">Spenser Skates</a> 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 <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/wadechambers/">Wade Chambers</a>, 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, <a target="_blank" rel="noopener noreferrer" href="https://zip.co/us">Zip,</a> is already seeing results – scaling expertise, accelerating analysis, and uncovering opportunities that were previously hidden.“Amplitude’s MCP is a real game-changer,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/mpauly/">Moss Pauly,</a> Technical Product Manager, Data &amp; 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.”<h3 id="building-an-agentic-strategy-to-power-analytics">Building an agentic strategy to power analytics</h3>Amplitude has been on an innovation tear as of late, adding <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/amplitudes-new-web-experimentation-upgrade-gives-marketers-3x-faster-testing-and-more-control">new web experimentation</a> 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 <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/nithya-r-2a72794/">Nithya Rajendran,</a> 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."<h3 id="new-ai-agents-are-now-available-to-all-customers-">New AI agents are now available to all customers </h3>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.  <figure class="image image-style-align-center image_resized" style="width:82.77%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1761595961580.png" /></figure>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 <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/replay-it-again-sam-amplitudes-session-replay-everywhere-rocks-with-analytics-visualizations">Session Replay</a> 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.<h3 id="availability">Availability</h3>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 <a target="_blank" rel="noopener noreferrer" href="https://amplitude.com/ai">learn more on their website.</a> <h3 id="the-verdict">The verdict</h3>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.  <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <figure class="image image-style-block-align-left image_resized" style="width:28.08%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1759840698475.png" /></figure><h4 id="raise:-lifting-content-into-the-future-with-agentic-cms"><a target="_blank" rel="noopener noreferrer" href="https://kontent.ai/events-and-webinars/raise/">RAISE: Lifting Content into the Future with Agentic CMS</a></h4>November 11, 2025 – London, UKJoin Kontent.ai at RAISE: Lifting Content into the Future with Agentic CMS, a premier free event for forward-thinking marketing and technology leaders shaping the way today’s most ambitious brands create and deliver content. Expect bold ideas, discover innovative strategies, engage with industry leaders, and gain insights that will lift your content strategy to new heights. At RAISE, you'll learn how to deliver faster, more engaging content experiences while AI does the busywork of audits, compliance, and localization with Agentic CMS, built to give you and your teams more time on creativity that matters. <a target="_blank" rel="noopener noreferrer" href="https://kontent.ai/events-and-webinars/raise/">Reserve your seat today.</a> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2025/10/image-1761136749603.png" /><h4 id="live-webinar:-can-we-ever-get-composable-without-complexity?"><a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/webinar-cmscritic">Live Webinar: Can We Ever Get Composable Without Complexity?</a></h4>November 20, 2025 – 6 PM (CET) / 5 PM (GMT) / 12 PM (EST)Composable architecture promised to simplify digital experience creation by giving organizations the flexibility to combine the technologies that met their needs. But for many enterprises, it’s done the opposite, which has led to complex integrations, spiraling costs, and what some are now referring to as composable regret. In this live conversation, Umbraco CEO Mats Persson joins Matt Garrepy, Chief Content Officer at CMS Critic, for a candid exploration of what went wrong in the first wave of composable and what needs to change. <a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/webinar-cmscritic">Register for the webinar.</a> <img style="width:29.08%" src="https://cmscritic.com/ms-content/uploads/2025/10/image-1761594434824.png" /><h4 id="typo3-conference-2025"><a target="_blank" rel="noopener noreferrer" href="https://t3con.typo3.com/">TYPO3 Conference 2025</a></h4>November 25–27, 2025 – Düsseldorf, GermanyT3CON is the premier annual event for web professionals, developers, marketers, and decision-makers. Much more than just a TYPO3-focused conference, T3CON spotlights the latest trends, innovations, and leaders shaping the future of content management, covering everything from grassroots initiatives to new technologies, strategies, and success stories. The event is designed to empower businesses and organizations with the knowledge and tools they need to thrive in the evolving digital landscape. The conference culminates in an awards ceremony celebrating the best TYPO3 projects across various industries. <a target="_blank" rel="noopener noreferrer" href="https://t3con.typo3.com/">Get your ticket.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

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

<hr /> I’ve been following <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/amplitude">Amplitude</a> for several years, specifically throughout this promising (if not tumultuous) period of AI disruption. The company has continuously pedaled the innovation wheels, exploring new ways to improve insights for marketers and brands as the digital world furiously changes around us. For example, we covered the introduction of its <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/replay-it-again-sam-amplitudes-session-replay-everywhere-rocks-with-analytics-visualizations">Session Replay Everywhere</a> earlier this year, which expands on the company’s initial launch <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/amplitude-expands-platform-capabilities-with-session-replay-and-simplified-pricing">in 2023</a>. This new approach incorporates the replay feature into every workflow to capture broader user engagement, minus the labor-intensive setup and rigid event taxonomies.Bridging this gap between qualitative and quantitative understanding is a powerful salve to what I call The Analytics Blues. It enables marketers to diagnose product issues, improve conversions, identify UX behaviors, innovate faster, and generally build better digital experiences.Experimentation is critical for marketers, and time is always the enemy. They simply can’t afford to wait weeks (or longer) to test an idea. Experimentation is the lifeblood of optimization, and when you run fewer tests, you get fewer learnings – and, ultimately, fewer conversions.In most cases, the holdup rests with the tooling. Many legacy experimentation platforms struggle with visual editors that break when used on modern sites, and marketers can’t address the fixes themselves. That means filing a ticket, waiting for engineering, and praying that the page doesn’t break once their changes go live. All these delays can impact a campaign’s effectiveness. And even when a test is finally running properly, the resulting metrics aren’t always useful.Tests need to work. And they need to be simple. Last year, Amplitude endeavored to solve these problems with its novel <a target="_blank" rel="noopener noreferrer" href="https://amplitude.com/web-experimentation">Web Experimentation</a> solution, and the company says that marketing and growth teams using the service have realized strong gains in testing velocity and conversion optimization. I’ve seen it in action, and there’s real value for marketers.That said, Amplitude has been listening to its customers and evolving the platform’s capabilities. This week, they announced a major update of Web Experimentation, including four new features designed to help marketers and growth teams do more. These features – drag-and-drop visual editing, control variant editing, group cohort targeting, and out-of-the-box widgets – show great promise. And according to Amplitude, users could test three times faster and build with greater autonomy via these enhancements.As part of this announcement, Amplitude is also teasing the launch of its own <a target="_blank" rel="noopener noreferrer" href="https://amplitude.com/ai">AI Agents,</a> which will give marketers and web PMs some slick capabilities like auto-generating experiment ideas based on conversion trends or drop-off points, or draft variant copy and layouts based on behavioral data.  <figure class="image image-style-align-center image_resized" style="width:30.19%"><img src="https://cmscritic.com/ms-content/uploads/2025/08/image-1756482273106.png" alt="A person smiling at the camera

AI-generated content may be incorrect." /></figure>Nithya Rajendran, Principal Product Manager, Amplitude I connected with Amplitude’s <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/nithya-r-2a72794/">Nithya Rajendran,</a> a project manager working on the Web Experimentation and AI initiatives, about the frontier of Amplitude’s agentic investment. She provided some insight on 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."<h3 id="giving-marketers-more-control-for-expanded-use-cases-">Giving marketers more control for expanded use cases </h3>Marketers are dealing with a lot these days. With dozens of tools to balance in their expanding toolkit – not to mention the diminishing realities of search traffic and the advent of GEO – they need enhanced observability and better analytics to manage the chaos. And when it comes to testing, they need to reduce the friction to make the juice worth the squeeze.Amplitude Web Experimentation has always been geared towards helping marketers run faster, easier, and more impactful tests, so they can optimize and improve their outcomes. With this major update and new features, it promises to deliver marketing and growth teams with more power for building and running experiments in a truly self-service motion – giving them the control they need to be successful. As the company stated in its press release, there are four new features in Web Experimentation. The first is the ability to rearrange elements with true drag-and-drop editing, where you can shift a headline from below a form to above it in seconds. We take these things for granted in CMS and DXP ecosystems, but having an easy-to-use visual editor at the testing level has been elusive. Now, with Web Experimentation, you can move page components around visually instead of relying on an engineering team to do the heavy lifting. With its new out-of-the-box widgets, Web Experimentation now supports more test types. This means simplifying the time and complexity involved with adding banners, CTAs, or pop-ups without custom code.With freshly added group cohorting capabilities, you can target by account, allowing B2B teams to personalize experiments for specific companies or account lists. You can also edit control variants directly, allowing you to update your “default” experience without waiting for developers to push changes.<h3 id="a-seamless-add-on-for-cms-and-dxp-platforms">A seamless add-on for CMS and DXP platforms</h3>Web Experimentation’s new features are designed to give marketing and web PMs a much faster and streamlined pathway to testing. It’s also CMS agnostic, making it much more extensible and easier for organizations to onboard. “It works anywhere you can add a simple script tag, whether that is a traditional CMS or a headless CMS,” Rajendran said. “Once the script is installed, marketers can use a no-code, drag-and-drop Visual Editor to launch experiments directly on their site without developer support.”Amplitude also offers official plugins for <a target="_blank" rel="noopener noreferrer" href="https://c67dcd9a.streaklinks.com/CjlzcGqbWy6jkUcbTQdlL3tq/https%3A%2F%2Famplitude.com%2Fdocs%2Fdata%2Famplitude-wordpress-plugin">WordPress</a><a target="_blank" rel="noopener noreferrer" href="https://c67dcd9a.streaklinks.com/CjlzcGuKCuDX0DOR4QDezJ9N/https%3A%2F%2Famplitude.com%2Fdocs%2Fdata%2Famplitude-shopify-plugin"> and Shopify</a> that make it easy to install Web Experimentation – along with other solutions like Analytics and Session Replay – with minimal setup.Amplitude has also cozied up with the customer data layers across stacks, all the way down to the warehouse layer, where it offers self-service analytics capabilities. As Nithya explained, this connection to CDPs also enhances the overall flow. “Because Amplitude also integrates with CDPs like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/twilio-acquires-segment-for-3-2b-adds-market-leading-cdp-for-building-data-driven-apps">Segment</a> and <a target="_blank" rel="noopener noreferrer" href="https://tealium.com/">Tealium</a>, experiments are tied to consistent customer data that already flows through the rest of the stack,” she said.From a feedback perspective, Amplitude is touting its success with <a target="_blank" rel="noopener noreferrer" href="https://crometrics.com/">Cro Metrics</a>, where its drag-and-drop editor is having a notable impact. According to Co-CEO <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/gwen-hammes/">Gwen Hammes</a>, it’s giving Cro Metrics a new level of agility for its clients, allowing them to spin up high-impact experiments like banners and modals within their marketing and product teams – so they can move from concept to customer faster than ever.“That’s the sweet spot,” Hammes said. “Empowering our clients to iterate quickly to see measurable lift, while freeing up their valuable time for us to collaborate on larger strategic initiatives and integrate test learnings cross-functionally for even greater impact.”<h3 id="amplitude-ai-agents-are-entering-the-stack-">Amplitude AI Agents are entering the stack </h3>As I mentioned, this update also framed Amplitude’s foray onto the agentic AI scene, where we’re likely to see a great deal of automation surrounding various use cases. Analytics is one area where AI is already demonstrating its immense value to glean meaningful insights from large data sets and provide more actionable intelligence. I suspect we’ll see that value translated here. I’ve been watching a lot of demos from vendors in different categories, and the use cases for agentic AI and the harnessing of MCP are yielding some spectacular results. According to Amplitude, we’ll see their applications come to life this fall, with the foundation being laid through these Web Experimentation updates. When put to work, <a target="_blank" rel="noopener noreferrer" href="https://amplitude.com/blog/ai-agents?siteLocation=ai-agents-spotlight-cards">Amplitude’s AI Agents </a>will take testing velocity to new levels, simplifying tasks and reducing workloads that used to take weeks into hours. While it’s still early days, Amplitude said its agents will have a huge impact on a myriad of functions, like autonomously prioritizing tests that are most likely to drive lift or interpreting results and automatically recommending actions. AI agents can also assist with some of the more “nefarious” challenges that exist in a flow, like creating better checkout experiences to reduce abandoned carts or improving products by driving users toward their preferred behaviors (think signups or upsells). <figure class="image image-style-align-center image_resized" style="width:85.66%"><img src="https://cmscritic.com/ms-content/uploads/2025/08/image-1756482272869.png" alt="A screenshot of a computer

AI-generated content may be incorrect." /></figure>Source: Amplitude website Here’s where the connection to Web Experimentation comes in: Because these AI agents are built into the broader Amplitude platform, AI Agents won’t just analyze experiments in isolation – they’ll learn from the same analytics, session replays, and surveys you do, and act on them instantly. And the new drag-and-drop editor, widgets, and control features represent three critical channels that Amplitude's AI Agents will use on your behalf.Amplitude has also worked to make these agents as accessible as possible to marketing teams across all skill levels by harnessing a natural language interface. “While marketers will benefit from huge time-savings, they still stay in control,” Rajendran said. “They decide the level of autonomy their Agents have, and as they build trust, they can adjust these guardrails. So that means you can rely on an Agent to recommend content variants, but a marketer approves them before an experiment is rolled out. After the experiment runs, an Agent will analyze the results and recommend next steps, but a marketer makes the final call."<h3 id="pricing">Pricing</h3>Amplitude <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/amplitude-expands-platform-capabilities-with-session-replay-and-simplified-pricing">introduced simplified pricing</a> early last year as part of its Sesson Replay launch, and there’s some decent guidance on their website. I like the inclusion of a free tier as a “jumping off” point, and the Plus plan starts at $49/month for 300K MTUs.Those dreaded MTUs. This is where the challenges exist, and hence why Amplitude offers a Growth tier with custom volumes. But all of its plans feature Web Experimentation, and hence, a gateway for experiencing these new features at any level. You can explore the full breadth of the packages on their <a target="_blank" rel="noopener noreferrer" href="https://amplitude.com/pricing">pricing page. </a>According to Rajendran, there aren’t any pricing details for the Amplitude AI Agents as of yet. In her words, the company is focused on enhancing the overall experience for customers and not monetizing the capabilities.<h3 id="the-verdict">The verdict</h3>Amplitude continues to establish its leadership through innovation, and these new features are aimed at giving marketers even greater control over their experimentation and testing, and that’s a win. Doing it faster – and with stable tools – is the name of the game, and Amplitude is delivering on that front with its easy drag-and-drop capabilities and out-of-the-box widgets.Based on preliminary positioning, the roadmap for Amplitude’s AI Agents looks exciting. Data and analytics are prime real estate for converting value around agentic investments, and the gains in automation could be significant. We’ll have to monitor feedback once we see them in play and assess how these capabilities measure up to other competitive AI enhancements across the stack. There are already AI agents farming analytics from platforms like <a target="_blank" rel="noopener noreferrer" href="https://beam.ai/integrations/mixpanel">Mixpanel</a> to enhance operations efficiency and strategic growth. It’s worth a few demos and some homework on the AI roadmaps as you evaluate options, but Amplitude has a clear vision – and they’re executing for success.  <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Amplitude’s New Web Experimentation Upgrade Gives Marketers 3x Faster Testing and More Control

Replay it again, Sam: Amplitude’s ‘Session Replay Everywhere’ rocks with analytics visualizations

<hr /> Data is, without question, the most valuable currency to any business. That said, digital analytics have taken on a pronounced role in making data actionable and impactful to an enterprise – particularly when it comes to its products and experiences.<a target="_blank" href="https://cmscritic.com/products/amplitude">Amplitude</a> has long established itself as a leading platform in the digital analytics space, due in no small part to its scope and range. It enables organizations to build better products by tracking and translating user behavior, allowing stakeholders to gain deeper insights into critical facets like engagement, retention, and revenue. One thing that sets Amplitude apart is its elegant, event-based analytics capabilities, which transmit in-product interactions and behaviors in real time. This is especially valuable for organizations mapping the user journey across digital experiences powered by CMS or marketing automation tools. To that end, Amplitude recently launched a set of new and expanded integrations that will make it easier for businesses to understand customer activity and leverage analytics to maximize the potential and performance of their experiences. Among the new tools is a <a target="_blank" href="https://cmscritic.com/products/contentful">Contentful</a> plug-in for marketers that provides no-code testing features, as well as an enhanced <a target="_blank" href="https://cmscritic.com/products/hubspot">HubSpot</a> integration designed to improve email campaign results and analysis. There’s also a new <a target="_blank" href="https://cmscritic.com/products/wordpress">WordPress</a> plug-in that ingests website data into Amplitude with just one click – powering faster, data-driven website decisions. The company also announced the availability of a new <a target="_blank" href="https://amplitude.com/docs/partners/integration-portal">Integration Portal</a>, designed to speed up and simplify integration development. Now, technology partners will have access to a range of tools and resources – including documentation, code samples, and best practices – to enable their teams throughout the integration process.“We want to provide our customers with the most flexible platform on the market. This means meeting them where they are so they can get the most out of their existing investments,” said <a target="_blank" href="https://www.linkedin.com/in/francoisajenstat/">Francois Ajenstat</a>, Chief Product Officer at Amplitude. “Our expanded partner ecosystem gives customers even more choice to integrate and extend Amplitude to meet their unique needs. Our new integration portal provides the resources teams need to easily and seamlessly build on top of our platform.”<h3 id="enhancing-data-based-decisions-with-contentful">Enhancing data-based decisions with Contentful</h3>With personalization becoming a key objective for marketing teams, having nimble tools that allow for rapid, iterative testing and analysis is paramount. The new <a target="_blank" href="https://amplitude.com/blog/experiment-contentful-integration">Contentful integration</a> is a great example of how a headless CMS and content platform can leverage Amplitude’s analytics to enhance the personalization of digital content – and ultimately improve customer experiences. One major benefit of a composable platform like Contentful is the capacity to build world-class omnichannel strategies. Juicing this with customer data gives marketing and growth teams access to all their content so they can easily build variants for their A/B tests. This also makes it simple to organize and reuse content, which means they have a nearly inexhaustible supply of options for each test variant. <figure class="image image-style-align-center image_resized" style="width:83.25%"><img src="https://cmscritic.com/ms-content/uploads/2024/06/amplitude-contentful-1.png" alt="" /></figure>Creating a new experiment in Amplitude for a homepage hero banner in Contentful Using Amplitude, a company’s web, growth, and marketing teams can run no-code tests using <a target="_blank" href="https://streaklinks.com/B__ewgkSEs1pVgGBMAmfaPnh/https%3A%2F%2Famplitude.com%2Famplitude-experiment">Amplitude Experiment</a> and Contentful. With Amplitude Experiment, teams get the guidance they need to set up tests accurately. Meanwhile, Contentful can build out new messaging and page layouts with just a few simple clicks.  <figure class="image image-style-align-center image_resized" style="width:81.96%"><img src="https://cmscritic.com/ms-content/uploads/2024/06/amplitude-contentful-2.png" alt="" /></figure>Analytics results from a new Contentful hero banner test in Amplitude Amplitude's rich analytics provide a much deeper review of an experiment's performance. Unlocking no-code experimentation also empowers teams can drive growth and ROI faster by executing more tests – and directly impacting their acquisition, monetization, and retention results."A growing number of our customers want to build personalized experiences. But to pull this off, they need to be able to quickly A/B test different headlines, CTAs, page layouts, and more,” said <a target="_blank" href="https://www.linkedin.com/in/krrau/">Karthik Rau</a>, CEO at Contentful. “Our integration with Amplitude makes this process so much easier. Without any help from engineering, our customers can set up an experiment in Amplitude using content they already have in Contentful. Once the test is complete, they can roll out the right experience to the right group of users. It not only helps teams move faster, it empowers them to make more informed, data-based decisions." <h3 id="an-expanding-ecosystem-of-integrations">An expanding ecosystem of integrations</h3>Amplitude has been doubling down on its integration strategy and enriching its breadth of offerings. With more than 130 integrations currently available, including the recently announced <a target="_blank" href="https://streaklinks.com/B__ewhR3t-oOryrAPwbtjQ1x/https%3A%2F%2Famplitude.com%2Fpress%2Fsnowflake-native-amplitude-GA">warehouse-native offering with Snowflake</a>, Amplitude provides customers with a wide range of choices for getting data into – and insights out of – its platform. Along with the Contentful features, Amplitude also launched an enhanced, two-way integration for HubSpot. The plug-in allows companies to bring user cohort data from Amplitude into HubSpot to easily tailor email campaigns or bring HubSpot data into Amplitude for deeper analysis of campaign performance.  From an open source perspective, Amplitude now offers a <a target="_blank" href="https://streaklinks.com/B__ewgsiYg3R8Qy_owjA9zC9/http%3A%2F%2Famplitude.com%2Fblog%2Fwordpress-plugin">new free plug-in</a> for WordPress – the world’s most popular <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management system</a> that powers over 400 million websites. With the new integration, customers can bring website data from any WordPress page into Amplitude in just one click, allowing marketing teams to quickly gain insights into user behavior to boost engagement and increase conversion rates.Additionally, Amplitude now offers integrations for:<ul><li><a target="_blank" href="https://movableink.com/">Movable Ink</a>: Using artificial intelligence, Movable Ink develops creative content for every customer touchpoint. With the new integration, users can send data from Amplitude to Moveable Ink and automatically generate custom marketing content tailored to each user's preferences.</li><li><a target="_blank" href="https://www.humanic.ai/">Humanic.ai</a>: A marketing automation platform that utilizes AI to unlock growth for product-led companies, Humanic.ai leverages data from Amplitude to give teams the ability to deliver hyper-personalized content that drives higher activation and adoption.</li><li><a target="_blank" href="https://www.unitq.com/">unitQ</a>: Using the AI solutions in unitQ, companies can better understand and take action on user feedback, enabling teams to uncover behavioral insights alongside customer feedback channels to improve onboarding, A/B testing, feature road mapping, and more.</li></ul><h3 id="why-it-matters">Why it matters</h3>Data's true potential is realized when it's made actionable. Deeper insights are essential to every modern data strategy, and leveraging a secure, trusted resource for meaningful and relevant analytics is a mandate for any modern enterprise.Amplitude continues to prove itself a leader and an innovator in the analytics space. Expanding its scope of available integrations and its capabilities for building custom integrations via its new portal makes it more extensible than ever. Given the other analytics tools on the market, few deliver this kind of control, flexibility, and customization.From a CMS perspective, Amplitude’s new plug-ins for Contentful and WordPress provide an indispensable asset for delivering more personalized content at scale. It further supports the enterprise charter to optimize processes, improve conversions, and enhance the value of one-to-one experiences.Also, by providing both Contentful and WordPress options (and presumably more in the future), Amplitude is delivering greater choice for organizations leveraging best-of-breed enterprise or open source CMS platforms.The more you know, the more you grow. It might sound cliché, but that's the promise of good analytics. <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

Amplitude Launches New Analytics Integrations for Contentful, HubSpot, WordPress and More

CMS Summit 26

Find out at CMS Summit 26, May 12 - 13 in Frankfurt, Germany

What's ahead for CMS in the agentic era?

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