💫 The Rise of Contextual AI: How Miro and Amplitude Are Making Products That Actually Understand You
Insights from "Product Benchmark Report" and the shift from generic AI to intelligent systems that know your behavior, your work, and your goals.
Hello everyone 👋 I’m Kate Syuma, and welcome to Growthmates.news — the newsletter where we explore growth stories to inspire your professional and personal growth. Join the community of 7,000+ Product, Design, and Growth people from companies like Amplitude, Intercom, Miro, Atlassian, Grammarly, Framer, and more.
The past year made one thing clear: we’ve reached the limit of generic AI.
Everyone’s launching AI features, but most of them feel the same — fast, clever, and disconnected from how people actually work. We don’t need smarter tools. We need tools that understand context — what users are doing, why they’re doing it, and where they are in their journey.
Two recent launches from Amplitude and Miro show this shift beautifully.
And before we dive in, I want to introduce you to tools that I love and use actively in my work to gain constant inspiration 🚀
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Bringing behavioral context to AI tools like Claude and Cursor will help your team make smarter, faster product decisions. What used to require a data analyst, tool expertise, and hours of work now happens in minutes right inside your AI workflow.
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Now, let’s dive into today’s story 👇
Today, we’re going to explore some fantastic updates from the industry:
How Amplitude’s Model Context Protocol (MCP) gives AI behavioral context from real product usage.
Recent Miro’s Canvas 25 that gives humans a creative context to co-create with AI like a human partner.
Product Benchmark Report and fresh takes on how to use behavioral insights to leverage activation and acquisition strategies.
These are the signals where the next era of product growth is heading.
And here’s my honest take on this 🔥
Contextual AI is replacing generic workflows — we need to build systems that understand behavior before they act.
Amplitude MCP: Giving AI behavioral context
Amplitude recently introduced its MCP (Model Context Protocol) Server — a quiet but massive leap for data-informed product teams.
MCP lets AI tools like Claude or Cursor securely access live product analytics. Instead of dashboards and filters, you can ask your product:
“Which onboarding flow drives the highest 7-day Activation?”
And get an answer — instantly.
How it works in practice:
Getting started is effortless. Simply add Amplitude from Claude’s connector list and you’re ready to ask sophisticated questions about user behavior:
“How did our last experiment perform? What are the key findings?”
“Show me signup conversion rates by traffic source this month”
“Analyze my event volume - any spikes or drops I should investigate?”
No dashboard expertise required. No SQL or data pipeline knowledge needed. Just natural conversation that gets you from question to insight in one flow.
And this is how any team can use it:
→ Product & Marketing: identify which acquisition campaigns translate to engaged users, spot churn risks, and determine high-retention segments
→ Growth Teams: design, test, and evaluate A/B tests directly through AI tools with comprehensive experiment analysis
→ Data Teams: monitor data quality, investigate taxonomy issues, and maintain instrumentation quality
The beauty of MCP isn’t the AI itself — it’s the context it gives AI. When large language models understand behavioral patterns, not just words, they become capable of meaningful product decisions.
As I like to think of it:
Without behavioral context, even the smartest AI is guessing.
The latest Amplitude Product Benchmark Report proves exactly why understanding how users behave is still the foundation of growth. Later in this article we’ll explore top insights for Acquisition, Activation, Retention and some interesting tactics for Enterprise.
📌 Want to see the full report? Learn the growth and retention strategies behind the world’s top products.
Miro Canvas 25: AI in the flow of work
The last few weeks were packed with amazing launches. When I saw Miro’s Canvas 25 launch, it hit differently. I spent almost 6+ years at Miro working on Growth before becoming a growth advisor, and I’ve witnessed dozens of product releases — but this one feels like a real shift.
For years, Miro has been a space for collaboration — a blank board where ideas come alive. But this update turns the canvas itself into something more: a living, thinking collaborator.
AI doesn’t sit on the sidelines anymore. It’s not a chatbot you open when you’re stuck or a plugin you forget exists. It’s right there, on the board — helping you cluster ideas, summarize messy conversations, and make sense of complexity while you’re still in the creative flow.
You don’t have to switch tools, lose focus, or explain what you’re trying to do. The context is already there — built into the fabric of how you work.
What I love about this approach is its humility. Miro isn’t trying to make AI the star of the show. It’s framing it as a co-creator, not a replacement. The goal isn’t to automate creativity — it’s to protect and expand it.
Because the real power of AI isn’t in doing the work for us — it’s in understanding the context of the work we do.
The real magic happens when AI understands not just your canvas, but your company. Miro’s collaborative integration layer supports the major AI platforms — from OpenAI to Anthropic, Google, and Azure.
Even more crucially, you can connect your own company knowledge through deep integrations with Amazon Q, Glean, and Gemini Enterprise.
This means your trained systems and proprietary knowledge are right where the work happens, turning the canvas into a true nerve center for your organization’s intelligence.
That’s how AI earns trust: not by being faster or smarter, but by fitting naturally into the way we think, create, and collaborate.
👉 The key takeaway: Miro isn’t just adding AI features — it’s redesigning the canvas around a new center of intelligence. This turns the canvas from a passive tool into an active collaborator for your ideas — the ultimate sign of a true partner.
How behavioural data can drive product growth.
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