Amplitude unveils AI tool to turn feedback into clear insights

Amplitude has launched AI Feedback, a tool designed to help organisations analyse large quantities of customer feedback using artificial intelligence. The solution aims to automatically convert unstructured user input into prioritised, actionable insights without manual intervention.

Customer insights

Organisations often struggle to aggregate and interpret feedback spread across channels such as sales calls, support tickets, and user reviews. AI Feedback addresses this challenge by collecting inputs from multiple sources and providing a centralised analysis. The tool highlights the most commonly requested features, identifies frequent pain points, and flags customer accounts at risk of churn.

Yana Welinder, Head of AI at Amplitude, commented on the challenge:

"The hardest part of building great products isn't writing code. 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."

Integration and automation

AI Feedback is now fully integrated with Amplitude's suite of analytics, session replay, and survey products. This integration is intended to give product teams a unified environment to not only surface customer insights, but also take action-such as updating product roadmaps or addressing recurring issues-directly within the Amplitude platform.

The tool leverages a proprietary large language model (LLM) to transform high volumes of unstructured feedback into clear priorities. Organisations can use AI Feedback to generate product requirement documents (PRDs) and user stories from simple prompts, reducing the administrative burden typically associated with customer research and documentation.

Acquisition impact

Development of AI Feedback follows Amplitude's acquisition of Kraftful, an AI-focused startup. The technology and expertise gained through Kraftful have contributed to the expanded AI capabilities now available to Amplitude users.

Amol Jain, Head of Product Engineering at Replit, described the impact of the tool on their workflows:

"I think the aha moment was truly when I first connected all the sources to AI Feedback, and it did its magic and analysed all of our user feedback. 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."

Use cases

The features are primarily aimed at product, engineering, and support teams seeking to understand what matters most to their customers. AI Feedback enables users to view and quantify top feature requests, clarify product messaging based on customer language, and proactively detect pain points that could lead to dissatisfaction or cancellations.

Organisations can also track which customers are dissatisfied and intervene to help reduce churn. The solution is available to all Amplitude customers, with the ability to increase feedback analysis volumes on Growth and Enterprise plans.

Market context

According to research by PwC, 32% of customers stop doing business with a brand after a single bad experience. Tools that help companies identify and address these issues quickly may contribute to improved retention and customer satisfaction.