Behavior-tracking software firm Amplitude Inc. has acquired Kraftful Inc., a “Voice of Customer” startup. Kraftful offers a product research and insights platform that uses artificial intelligence to help product teams deeply understand and act on user feedback at scale. The company offers a centralized system that ingests user input from dozens of channels, into a unified, searchable space, rather than relying on manual analysis of disparate data sources. The platform allows teams to spend less time sorting through feedback and more time building what users actually need. The company also offers built-in hallucination detection to improve trust in AI-generated outputs, offering product managers a clear and reliable understanding of how users are experiencing their products. Along with passive analysis, Kraftful also allows teams to gather insights with AI-generated surveys and live conversational interviews. The tools personalize questions in real time, adapting based on previous responses to uncover deeper motivations and unmet needs. Surveys can be launched based on topics drawn from existing feedback or on entirely new initiatives, making it easy to test concepts, prioritize features and validate ideas at scale. Amplitude plans to integrate Kraftful’s capabilities as a native part of its platform, giving teams a faster way to turn customer input into better products. With these new capabilities, Amplitude customers will be able to see the full picture of what customers are doing and saying.