Thursday, January 15, 2026
Amplitude, Inc., widely recognized as a leader in digital analytics, has unveiled AI Feedback, a groundbreaking engine designed to automatically convert raw customer input into prioritized, actionable insights. This marks the industry’s first feedback system built on a proprietary large language model (LLM) workflow, positioning Amplitude to reshape how organizations understand and respond to customer needs in the age of ai.
Today, businesses collect vast amounts of data across support platforms, reviews, surveys, sales calls, and in-product interactions. However, without a centralized approach, teams often struggle to assemble a clear picture of what customers want. This fragmentation not only complicates decision-making but directly affects customer experience—a critical factor considering PwC’s study showing that 32% of customers stop purchasing from a brand after a single negative experience.
Yana Welinder, Head of AI at Amplitude, captured the challenge perfectly. She said, “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.”
Amplitude designed AI Feedback to work seamlessly with its existing suite—including Analytics, Session Replay, and Guides & Surveys. This interconnected system enables organizations to quickly surface key insights, visualize customer behavior, and take targeted action without leaving the Amplitude platform. The feature’s launch follows Amplitude’s July acquisition of Kraftful, a fast-growing ai startup known for accelerating innovation in product intelligence.
With AI Feedback, teams now gain the ability to:
Identify and quantify high-priority feature requests to build a roadmap aligned with real customer needs.
Improve product messaging by understanding customer language and sentiment.
Detect major customer pain points early, reducing cancellations and frustration.
Track dissatisfaction among key accounts and proactively intervene.
Generate PRDs and user stories instantly through natural-language prompts.
Amol Jain, Head of Product Engineering at Replit, described his experience with AI Feedback by stating, “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. 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.”
Jain initially used the system when it was one of Kraftful’s agentic AI tools. Now that the technology has been integrated into Amplitude, AI Feedback is available across all plans, with expanded feedback analysis offered as an add-on for Growth and Enterprise customers.
As organizations face growing pressure to enhance digital products, reduce churn, and elevate customer experience, Amplitude’s AI Feedback aims to serve as a central hub for insight-driven product innovation.
To join our expert panel discussions, reach out to info@intentamplify.com
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