Fullstory launches AI tools to analyse user activity

Fullstory has launched three AI-related products: Model Context Protocol, StoryAI Agents and Workflow Intelligence. The tools are designed to help customers analyse user and employee activity.

The products build on Fullstory's focus on behavioural data gathered from digital interactions, helping organisations understand how people use websites, apps and internal systems.

Model Context Protocol, or MCP, is designed to feed behavioural data into AI tools already used by employees. That would allow teams to ask questions about the data through systems such as chatbots and coding assistants, rather than exporting files and carrying out separate analysis.

Fullstory said MCP is intended to reduce manual data handling and speed up investigations into problems such as falling conversion rates or user journeys disrupted by technical faults. The system also retains the privacy and security settings already applied in Fullstory.

Claire Fang, Chief Product and Technology Officer at Fullstory, outlined the company's view of the shift under way in software operations.

"In an agent-assisted world, the winners will be the companies that enable software systems to automatically detect, diagnose, and fix issues," said Claire Fang, Chief Product and Technology Officer at Fullstory.

"Fullstory MCP, Workflow Intelligence, and StoryAI Agents make it possible for our customers to leverage the richest behavioral data within their AI systems, giving them a structural advantage and competitive edge," Fang said.

Three products

StoryAI Agents is aimed at automating analytics and investigation tasks often carried out manually. It includes Expert Agents, which answer questions about behavioural data for different teams, and 24/7 Agents, which continuously monitor and assess specific tasks.

The system is intended to help users move more quickly from identifying a problem to acting on it. In practice, that means using software agents to find, measure and rank user experience issues without waiting for staff to compile reports or gather data from multiple sources.

Workflow Intelligence focuses on internal operations rather than customer-facing journeys. It uses browser-based data capture to show how work moves across applications and teams, with the aim of identifying bottlenecks, missed steps and opportunities for automation.

The product is aimed at business leaders seeking a clearer picture of how work is done across different software tools. It can also be used to assess the return on technology spending by calculating time and effort saved per employee.

Operational use

Fullstory gave examples of how MCP could be used in service and support. A support bot connected through MCP, it said, could identify that a user had encountered an API error and respond with guidance before the issue became a service request.

The same framework could also support what Fullstory called Agentic Session Review, allowing AI systems to examine user sessions at scale and identify bugs that affect revenue. That would reduce the need for teams to review sessions one by one when tracing the source of a fault.

Richard Coombes, Vice President of Technology at Equals, described the effect of using MCP on his company's systems.

"If an issue arises on our platform, we can now proactively detect-and often resolve-that issue before the customer even reaches out," said Richard Coombes, Vice President of Technology at Equals.

"Being able to use Fullstory MCP to quickly process data from all our systems and recognize frustration signals has proven to be a key differentiator for us," Coombes said.

Broader push

The launch reflects a broader effort by software suppliers to link operational data more directly with AI systems used inside companies. For many businesses, one challenge has been getting data into those systems in a form that staff can query easily without specialist analysis.

Fullstory's approach centres on behavioural data collected from digital environments. By tying that information to AI tools and workflow monitoring, the company is seeking to address both customer experience issues and inefficiencies in internal processes.

Workflow Intelligence is designed to show where tasks stall across apps and teams, identify areas suitable for automation and help draft standard operating procedures based on observed work patterns.

StoryAI Agents and Workflow Intelligence sit alongside MCP in a broader effort to turn behavioural signals into operational action rather than static analysis.