Amplitude Acquires Kraftful

Staff Writer less than a minute ago

Amplitude has announced the acquisition of Kraftful, a startup that uses AI to understand customer feedback. With this acquisition, Amplitude hopes to 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,” said Spenser Skates, CEO and Co-Founder of Amplitude. “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 at scale.

The company built its reputation by centralising feedback from various sources, such as app store reviews and social media, making it easier to search and reducing manual work. Its AI-powered platform organises insights and pinpoints trends, complaints and feature requests.

A “hallucination detection” feature adds reliability. Beyond analysing existing feedback, Kraftful also gathers insights through AI-generated surveys and live conversational interviews that adapt questions to explore 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.

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