Marketers often wait weeks for A/B test results, only to find the winning variant is already outdated. Customer behavior shifts faster than traditional testing can keep up.
While applying AI to A/B testing can enhance aspects of the A/B testing process, the truth is that AI changes the pace of experimentation—to the degree that A/B testing can be replaced by other real-time methods of experimentation and personalization, redirecting energy toward what’s working while phasing....