Amplitude launches AI assistant for in-product support

Amplitude has launched an AI Assistant for in-product support, designed to help users complete tasks without leaving an app or service.

Embedded within digital experiences, the product connects user conversations with behavioural data, product journeys and in-product guidance. This enables it to answer questions based on what a user has done before, during and after an interaction, rather than relying only on a typed prompt.

The launch comes as software companies look beyond standalone chatbots that mainly handle basic support queries. Amplitude is positioning the product as a support agent that can guide users through tasks step by step and, in some cases, carry out actions on a user's behalf.

The system is built on Amplitude's AI Analytics Platform and connects with other parts of the company's software, including Guides and Surveys, Session Replay and AI Feedback. Together, these tools are intended to help product and support teams see where users encounter problems and what happens after they receive help.

Spenser Skates, Co-Founder and Chief Executive Officer at Amplitude, said the product is intended to narrow the gap between support and product usage.

"When a user gets stuck in a product, they shouldn't have to file a ticket or go hunting through help docs," said Spenser Skates, Co-Founder and Chief Executive Officer, Amplitude. "Amplitude AI Assistant lives inside the product, understands what users are trying to do from their behaviour, and helps them finish the job on the spot. This is the start of a world where products can take care of their own users, and getting help is part of the experience, not a separate, frustrating process."

Product Context

Many existing support tools operate in separate customer service systems, leaving them with limited visibility into the actions that led a user to seek help. Amplitude's approach combines support interactions with product analytics so teams can see whether a change resolves the underlying problem and whether that affects activation, conversion and retention.

The company outlined four main uses for the assistant: tailoring support based on a customer's behavioural history, guiding users through key workflows, identifying signs of frustration before they lead to disengagement, and giving organisations visibility into how responses were produced.

The assistant can also decide when to intervene with guidance based on signals from within the product. Session Replay can show what a user was doing before they asked a question and what they did afterwards, while support teams can receive a case file if an issue needs to be handed to a human agent.

The wider market for these tools is attracting increased attention as companies look to apply artificial intelligence in customer-facing software without sending users away from the product. In that context, Amplitude cited Gartner's view that agentic AI systems are taking on a larger intermediary role between chatbots and more complex business processes.

That trend matters for product teams because support has often been treated as separate from product design and analytics. By combining those areas, vendors are seeking to make support interactions part of the product experience and collect more direct data on points of friction within software journeys.

Amplitude said early customers are using the assistant for onboarding, support reduction and identifying product friction. One of them is Advanced Solutions International, whose documentation team has been testing the approach within its own software environment.

"Our users don't want to stop what they're doing to look for help or file a support ticket," said Michelle Esquivel, Senior Manager of Global Documentation, Advanced Solutions International. "Amplitude AI Assistant gives us a way to meet users where they are, inside the product, with guidance that feels personal and immediate. We see this as the future of how we can better support our customers."

The launch is part of Amplitude's broader strategy around AI-led analytics and product insight. More than 4,700 customers use its platform, including Atlassian, Burger King, NBCUniversal and Square.