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Techday NZ
2 days ago
- Business
- Techday NZ
Amplitude unveils AI Agents to automate digital product growth
Amplitude has launched Amplitude AI Agents, a new suite of artificial intelligence-driven assistants designed to automate a range of product development and management tasks. Amplitude's AI Agents are intended to function as a team of specialised experts, supporting organisations in achieving goals such as improved checkout conversion rates and faster feature adoption. The agents analyse user behaviour, run experiments and optimise product experiences to help teams work more efficiently and effectively. Resource challenges The company highlights that resource constraints are common among product, marketing and data teams. Gathering data, generating dashboards, running queries, and testing hypotheses are often time-consuming tasks. Such work can be hindered by limited team capacity, leaving little room for strategic planning or execution. With the introduction of Amplitude AI Agents, organisations are expected to be able to explore, test and iterate more rapidly. The agents can monitor data, detect patterns, observe user sessions, form and test hypotheses, implement changes and measure their impact—all while human teams focus on strategic goals and creative problem-solving. Teams can instruct agents on specific focus areas, such as conversion, engagement, or campaign performance, and the agents will then begin their tasks based on these guidelines. Executives' perspectives "The pressure to turn data into real outcomes is growing across Australia and New Zealand — yet many teams are still struggling to make that leap," said Mark Drasutis, Head of Value, APJ at Amplitude. "Many don't have the time, tooling and resources to use data effectively, but Amplitude's AI Agents change that. They don't just focus on writing code, they also allow you to automate product management tasks and experimentation at scale. These agents unlock the ability for teams to solve problems that previously felt out of reach and more efficiently improve the customer experience." The issue of user trust with enterprise AI agents has previously been a concern, as some solutions have made changes autonomously. Amplitude states that its customers retain control over the autonomy level of their AI Agents. Organisations can set guardrails and approve any customer-facing changes, ensuring that the AI Agents function under human oversight. Use case templates Amplitude plans to release multiple use-case-specific AI Agent templates. These include: Website Conversion Agent, which monitors performance metrics and investigates conversion drops by analysing user sessions, subsequently recommending improvements. Onboarding Agent, which identifies points where users hesitate or abandon onboarding, and then creates in-app guides tailored to assist specific user segments. Feature Adoption Agent, which analyses engagement with new product features across different user groups, offering targeted recommendations for increasing adoption rates. Monetisation Agent, which detects signs that users are ready to upgrade or purchase premium features, and suggests interventions such as in-product messages or special offers. Vinay Sharma, Head of Software Engineering at Yum! Brands, commented on the potential for these agents to streamline and accelerate product development processes. "What excites me most about Amplitude's AI Agents isn't just that they can identify conversion issues or run experiments - it's that they'll be able to work through dozens of scenarios and execute toward our goals while our team focuses on higher-level strategy," said Vinay Sharma, Head of Software Engineering at Yum! Brands. "The traditional product development process gets bottlenecked by resource constraints, but Amplitude is changing that. With Agents, it'll be much faster and easier to understand customer behaviour, identify optimisation opportunities, and measure impact." Spenser Skates, Chief Executive Officer and co-founder of Amplitude, noted that demand for AI Agents has been high. "AI Agents were our most-wanted new product at multiple customer advisory boards this year," said Spenser Skates, CEO and co-founder of Amplitude. "They give our customers an edge in building products people love, and they mark the beginning of a broader AI evolution at Amplitude." Platform integration Amplitude's AI Agents are integrated across the company's Digital Analytics Platform, leveraging data from Analytics, Session Replay, Experimentation and Guides and Survey modules. According to the company, the agents not only use organisation-specific data but also apply insights observed across thousands of teams that use Amplitude's platform. The new agents are positioned as a response to increasing demand for more automated and scalable solutions in digital product development and optimisation. Follow us on: Share on:
Techday NZ
20-05-2025
- Business
- Techday NZ
Amplitude unveils new tools to unify marketing & product data
Amplitude has introduced new enterprise marketing capabilities aimed at combining marketing and product data within its analytics platform. The latest updates are designed to provide marketing teams with a unified view of the entire customer journey, enabling them to optimise spending, campaigns, and channels more effectively. Amplitude says these new tools allow teams to see which touchpoints lead to conversions and increased lifetime value, measure return on ad spend, and target audiences more precisely using consolidated data. According to Mark Drasutis, Head of Value, APJ at Amplitude, the need for greater visibility into campaign results has become urgent for marketers in the region. Drasutis stated, "The pressure to prove the impact of every dollar spent, and to do it quickly, has never been greater for marketers across Australia and New Zealand. Amplitude's new capabilities give marketers a clear and immediate view into which channels, campaigns, and tactics are actually driving product engagement and customer value. By connecting marketing, customer and product data in one place, we are helping brands in ANZ move beyond surface metrics and build experiences that grow measurable customer value." The features in this release address longstanding challenges with legacy marketing technology. Traditional marketing analytics tools often focus on surface-level metrics, providing limited insight beyond ad clicks and initial engagement. Amplitude's platform connects each marketing activity with product engagement, in-product behaviour, and long-term retention, offering what it describes as a more comprehensive, data-driven view of the customer lifecycle. Amplitude's platform now includes several new features with a focus on usability and integration. The out-of-the-box marketing analytics now provide real-time dashboards specifically for marketers, featuring campaign insights, channel insights, and ad performance analytics. These can be accessed without the need for SQL knowledge or extensive data configuration. Custom report creation has been enhanced through new data table visualisations, allowing marketing teams to digest campaign performance more easily. Entry analysis highlights user origins and subsequent behaviour, equipping teams to optimise based on demonstrated customer intent. Heatmaps enable visualisation of user interactions such as clicks, scrolls, and selections, helping to identify friction points on web and landing pages and to support higher conversion optimisation. For experimentation, the no-code visual experimentation tool has expanded functionality, enabling faster and easier testing of web pages and campaigns. Amplitude also now offers seamless integrations with leading ad networks, including Google Ads, Facebook Ads, LinkedIn, and TikTok. These integrations facilitate campaign reporting and allow for more precise ad targeting through cohort synchronisation. Liz Miller, Vice President and Principal Analyst at Constellation Research, commented on the significance of unifying marketing and product data. "When marketing teams can't see beyond a single customer moment, and product teams don't understand a customer's journey, both sides are making decisions in the dark and it is the customer that ends up lost. Organisations urgently need tools that better connect marketing and product data to provide a complete picture of the customer and add real signal and insight to better plan, invest and deploy meaningful experience. This is where the challenge is being met—empowering organisations to make better decisions, faster." Some current customers are already applying Amplitude's enhanced analytics in their operations. Austin Costello, Team Lead Customer Intelligence at Home Shopping Europe (HSE), described the impact: "At HSE, we've always valued a full view of the customer journey— and with Amplitude, we're now able to turn that vision into actionable insight. With Amplitude's flexible and transparent attribution logics, we now clearly see which marketing efforts drive customer behaviour – no more black-box models. Its powerful data visualisations and continuous feature updates are game-changers." "We can quickly spot issues, test improvements, and measure impact. And thanks to the intuitive interface, both our Product and Marketing teams can access insights on their own and shape initiatives based on a shared, data-driven view of the customer – without waiting on analyst support." Amplitude reports a 200% increase in marketing tool usage within its platform over the past year, reflecting what it identifies as a broader trend of marketers moving away from traditional marketing technology solutions in favour of more integrated analytics capabilities.
