White Paper

The end of A/B testing

Published1 Jan 2022
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A/B Testing is a dinosaur. Self-Learning AI is the Asteroid.

Marketers recognize that personalization drives campaign performance and uplift, but the most common way marketers are achieving this is through A/B testing.

A/B testing allows you to find the best market approach for customer segments, but segmentation is all about groups – not individual customers. It doesn’t scale – the more dimensions and choices you want to make, the longer testing takes.

Self-learning AI will transform how marketers personalize (e.g., send the best message, incentive, timing, and channel for every customer, every day), ruling A/B testing obsolete.

Foreword by Jim Lecinski Professor of Marketing at Northwestern University & the Co-Author of The AI Marketing Canvas


Ready to make the leap from A/B to AI?