Best Generative AI Integrations into A/B Testing Software
Introduction
Welcome, dear reader! Let’s embark on an enlightening journey to explore the exciting world of A/B testing and how generative AI tools are revolutionizing it. A/B testing, or split testing, is the secret sauce many successful companies use to optimize their websites and marketing campaigns. It’s like the GPS that guides your digital marketing vehicle toward the destination of higher conversion rates and improved user engagement. However, don’t underestimate the terrain; navigating the A/B testing landscape can be as challenging as climbing Everest! Enter Generative AI, a new technology that can help lift you to new heights. But are software companies adding these new capabilities to their offerings? What are the best generative AI integrations into A/B testing software? This article aims to find out!
The Challenges of A/B Testing
You might be thinking, “A/B testing? Piece of cake!” But hold your horses! A/B testing is no walk in the park. It’s like trying to catch a fish with your bare hands. You have tons of data to analyze, hypotheses to test, and variables to control. On top of that, it’s time-consuming and requires meticulous monitoring. Now, imagine if you had a magical tool to overcome these challenges. This is where our hero of the day, generative AI, arrives on the scene.
Generative AI tools are like the magic wand that transforms your A/B testing challenges into opportunities. They analyze your customer data, generate multiple A/B testing scenarios, and optimize them for the best results – all while you sit back and sip your coffee. From easing the data analysis process to optimizing the testing process, generative AI tools are the Robin to your Batman in the world of A/B testing.
As we venture deeper into this enticing domain, let’s take a look at some industry leaders and see how well they are infusing the power of generative AI (GenAI) into A/B testing.
Benefits of Integrating Generative AI into A/B Testing Software
Incorporating generative AI into A/B testing software is like giving a supercharger to a high-performance car. It’s a strategic move that unlocks avenues of exponential benefits and efficiency. Here are a few of the immense benefits of incorporating GenAI into A/B testing software.
- Improved Accuracy: AI models can handle complex data scenarios with higher accuracy, reducing the risk of human error and providing more reliable variations for A/B testing.
- Greater Efficiency: Generative AI speeds up the testing process by generating multiple scenarios and predictions, thereby accelerating the decision-making process and shortening the time to market for campaigns.
- Cost Reduction: By automating various steps in the A/B testing process, GenAI can significantly reduce operational costs and increase ROI.
- Data-backed Decisions: AI provides quantifiable metrics and insights that support data-driven decision-making, enhancing the effectiveness of marketing campaigns. With GenAI generating a plethora of additional variations, there are more data points to analyze, optimize, and further adjust GenAI outputs.
- Personalization: Generative AI can identify patterns and trends in customer behavior, allowing it to produce more personalized and targeted A/B testing.
- Risk Mitigation: AI can flag risks and identify potential problems before they become major issues. This proactive approach can then prompt GenAI to provide recommendations, make on-the-fly adjustments to save time and resources and help maintain a positive user experience.
- Scalability: GenAI tools are scalable, effortlessly adapting to handle larger datasets and more complex testing scenarios as a business grows.
Evaluating the Best Generative AI integrations into A/B Testing Software
While many companies have been harnessing the power of “traditional” AI for A/B testing, the scope of generative AI introduces a whole new realm of possibilities. Many of us already know that the traditional use of AI has been successfully adopted in A/B testing by notable companies like Amazon and Netflix to optimize and personalize user experience and increase conversion rates. However, generative AI goes a step further. It’s not just about analyzing and optimizing; it’s about creating new content, assisting users to add variations, suggesting improvements, and even generating necessary code based on a basic text prompt.
The Ranking System
It is important to note that this ranking system does NOT evaluate the ability of any given product in how well they actually perform A/B testing or to review or compare the full scope of their offerings. There are dozens of software review websites that can provide that information. What this ranking system will do is evaluate how well these A/B testing software products have implemented GenAI into their particular software offering. With this in mind, each product is awarded points based on the following evaluation:
- 1 point for having GenAI incorporated into the software to improve productivity and speed for the user
- 1 point for providing purposeful templates and/or prompt guides and/or editing features to enhance the results
- 1 point for the ability to train the AI with customer-specific data, such as product information, branding and styling guidelines, editorial guidelines, etc.
- 1 point for innovative usage of GenAI features to create new content, lowering the barrier to entry for non-experts. In other words, is the GenAI feature part of the regular “expert-driven” software for only seasoned and experienced users? Or is there a new, more accessible paradigm of usage to allow new users to become power users? After all, isn’t this the main point of harnessing this technology to elevate the skills of everyone?
- 1 point for branding the GenAI capabilities and providing some product launch website/video or specific info on the website. Is GenAI a key messaging factor, a point of differentiation, that the company is willing to put some marketing budget and resources to articulate?
As such, the ranking is based on a score out of 5. Let’s dive into the analysis!
Best Integration of Generative AI in A/B Testing Software
In the race to deliver the most comprehensive and efficient A/B testing tools, several companies are raising the bar by integrating GenAI into their software. This section showcases some of these industry leaders. It evaluates how well they have implemented generative AI into their product offerings.
Here is the list of our contenders. Which ones have done the best job integrating GenAI into their offerings? Read on to find out!
| VWO | This is a preferred choice for many brands worldwide. It offers a complete suite of A/B testing tools, allowing you to experiment with different website elements and track the results in real time. |
| MoEngage | This is another top-rated tool that provides various features for A/B testing. Its intuitive interface makes it easy to set up and run tests, even for beginners. |
| Optimizely | This is one of the most popular A/B testing tools used by Conversion Sciences clients, and it offers a wide range of testing and tracking features. |
| Evolv AI | Evolv AI is a sophisticated artificial intelligence-driven experimentation and personalization platform that optimizes customer experiences, delivering efficient and comprehensive testing processes to significantly enhance conversion rates. |
| AB Tasty | With high ratings across multiple review platforms, AB Tasty offers a range of testing capabilities, from simple A/B tests to complex multivariate tests. |
| Netcore Customer Engagement and Experience Platform | This platform is recognized for its ability to perform A/B testing along with other customer engagement and experience management tasks. |
| ClickFunnels | Known for more than just A/B testing, ClickFunnels also allows you to build, edit, and test landing pages to optimize conversions. |
Each of these tools brings something unique to the table, and the best one for you will depend on your specific needs, budget, and level of expertise. We recommend exploring each one more deeply to find the perfect fit for your business. As for how well they have adapted and leveraged next-gen GenAI technology into their offerings, read on!
VWO
VMO, or Visual Website Optimizer, is the leading A/B testing tool that fast-growing companies use for experimentation & conversion rate optimization. It’s like your personal digital chef, experimenting with different ingredients (website elements) to serve up the most delightful user experience.
Generative AI Capabilities of VWO
VMO leverages generative AI capabilities to add a new dimension to A/B testing. This technology enables VMO to help you accelerate the process of creating varied website copy to test against each other. This eliminates the time-consuming task of manually crafting different versions of copy, thereby boosting your productivity.
VWO’s generative AI features have evolved considerably, particularly enhancing A/B testing and customer insight tools:
- AI-Powered Survey Tools: VWO now enables goal-specific survey creation using generative AI, where users can set a survey objective (e.g., product feedback or user satisfaction). The AI will automatically generate context-relevant questions and even allow customization to fine-tune each question. Additionally, VWO offers AI-generated survey reports that summarize key findings and provide actionable insights, effectively streamlining the feedback analysis process for quicker, data-driven decision-making.
- Personalized A/B Testing Ideas: By leveraging VWO’s AI for testing, users can generate page-specific optimization ideas simply by entering a URL. The AI engine then creates a backlog of testing ideas, focusing on improvements aligned with defined business goals like conversion optimization or engagement. This feature is helpful for CRO managers, product managers, and marketers looking to automate hypothesis generation and maintain a steady stream of testable ideas.
- Integration of OpenAI GPT-3.5 into the Visual Editor: With this capability, you can leverage AI to develop innovative ideas for your website copy. This is not just about speed but also about diversity and creativity. GPT-3.5 Turbo can generate a wide range of copy variations you might not have thought of, increasing the chances of finding the most effective version.
GenAI Rating: 2.5/5
| Criteria | Available? | Points Awarded |
|---|---|---|
| Has GenAI features | Yes | 1 point |
| Provides templates, advanced or multi-step prompt guides, prompt improvement suggestions/edits | No | 0 points |
| Ability to train AI | Yes, trained on your website copy. | 1 point |
| Specific GenAI marketing on the website | Hard to find, a small mention on their blog. No specific highlighting on the website. | 1/2 point |
| Specific branding of GenAI capabilities | No | 0 points |
| Total Points | 2.5/5 points |
Summary
Whether you are looking to optimize headlines, CTA text, product descriptions, or any other text on your site, you can quickly generate alternatives and directly deploy them or test them against your original copy without any developer’s help. VWO has begun integrating GenAI capabilities into their Visual Editor, and it will be interesting to watch what they will do in the future to provide automation around experimentations to make conversion rate optimization more efficient and agile.
MoEngage
MoEngage is an insights-led Customer Engagement Platform established in 2014. It is a marketing technology automation platform that aims to optimize customer engagement, analytics, and retention campaigns. Regarding A/B testing, MoEngage provides a comprehensive suite of features designed to help businesses conduct effective experiments, make data-driven decisions, and improve their conversion rates.
Generative AI Capabilities of MoEngage
MoEngage’s generative AI capabilities are primarily powered by Merlin AI and Sherpa AI, both designed to enhance customer engagement through content generation, campaign automation, and personalization.
Merlin AI: This generative AI engine aids marketers in quickly crafting engaging content across channels such as push notifications, emails, in-app messages, and on-site communications. It provides brand-specific copy recommendations tailored to each campaign, adapting based on performance data, target audience, and desired tone. A key feature of Merlin AI is its ability to create multiple content variants for A/B testing, allowing marketers to evaluate and optimize campaign effectiveness with minimal setup. Additionally, Merlin AI’s self-learning capabilities enable it to refine suggestions based on past results, improving content alignment over time.
Sherpa AI: This tool combines predictive and generative AI to create personalized customer experiences across various touchpoints. It can generate real-time, tailored recommendations and optimize campaigns by analyzing customer behavior patterns, such as browsing history or purchase intent. Sherpa AI allows marketers to segment audiences dynamically and deliver content on preferred channels at optimal engagement times.
Smart Recommendations and In-App Nudges: MoEngage recently enhanced its recommendation models, enabling hyper-relevant product suggestions and personalized content that adapt to customer preferences and past interactions. With in-app nudges, marketers can promote new features, encourage product adoption, or collect feedback seamlessly, enhancing the customer experience on mobile without being intrusive
Here is a video of the launch of Merlin AI.
GenAI Rating: 5/5
| Criteria | Available? | Points Awarded |
|---|---|---|
| Has GenAI features | Yes | 1 point |
| Provides templates, advanced or multi-step prompt guides, prompt improvement suggestions/edits | Yes | 1 point |
| Ability to train AI | Yes | 1 point |
| Specific GenAI marketing on the website | Yes | 1 point |
| Specific branding of GenAI capabilities | Yes, although the name “Merlin AI” is used by many companies. | 1 point |
| Total Points | 5/5 points |
Summary
MoEngage leverages generative AI to revolutionize A/B testing, which they are branding “Merlin AI.” Merlin AI allows businesses to conduct more effective A/B tests and improve their conversion rates by providing deep insights into customer behavior, enabling message personalization, and tracking user engagement over time. With its robust AI capabilities and commitment to customer success, MoEngage is well-positioned to help businesses optimize their A/B testing efforts and achieve their marketing goals.
While we admire their attention to GenAI and going so far as to brand their capabilities, “Merlin” seems a bit simplistic and cliché (and is used by many other companies, too). Maybe one day someone will be clever and brave enough to call their GenAI “Uncle Bob“!
Optimizely
Optimizely is a progressive platform designed to unleash your organization’s full potential through data-driven decision making. It offers various tools that enable experimentation, personalization, and feature management.
Generative AI Capabilities of Optimizely
Optimizely’s generative AI capabilities, particularly through its integration with Opal AI and Writer, deliver enhanced content and experimentation tools across marketing, content management, and web experimentation.
Opal AI Assistant: Embedded across the Optimizely platform, Opal offers content suggestions and testing variations within the Web Experimentation and Content Marketing Platform (CMP) modules. For experimentation, Opal’s Variation Generator provides multiple copy variations directly in the Visual Editor, saving marketers the time usually spent crafting A/B test options. The Variation Generator supports experimentation by generating diverse, high-impact variations for elements like headlines and CTAs, which increases the chance of statistically significant test results (Optimizely’s research indicates a higher likelihood of success when tests include 4+ variations).
Writer AI Integration: Through a partnership with Writer, Optimizely’s CMP gains access to specialized large language models (LLMs) that create brand-consistent content tailored to specific industries. This integration supports content generation with compliance safeguards and customizable tone, enabling marketers to maintain voice and style across campaigns seamlessly
Google Vertex AI Partnership: Optimizely recently integrated with Google’s Vertex AI to expand its suite with features like the knowledge bot, which provides instant answers based on Optimizely’s technical documentation. This partnership also accelerates the development of new generative features tailored for digital experience management.
Custom AI Model Integration (BYOAI): Optimizely’s “Bring Your Own AI” (BYOAI) feature empowers businesses to integrate their own AI models within the Optimizely Content Marketing Platform (CMP). This custom AI support allows organizations to tailor content generation directly to their unique brand guidelines, language preferences, and compliance requirements. Using a developer-friendly setup, companies can deploy their AI model as a middleware app, leveraging AI for tasks like text generation, correction, and even custom chat interfaces. This functionality supports brand alignment and privacy, giving companies full control over the AI’s outputs and data usage—ideal for those seeking specific, in-house AI solutions beyond standard offerings
These features illustrate Optimizely’s approach to integrating generative AI directly into its tools, empowering users to streamline content creation and testing without relying on external AI tools.
GenAI Rating: 5/5
| Criteria | Available? | Points Awarded |
|---|---|---|
| Has GenAI features | Yes | 1 point |
| Provides templates, advanced or multi-step prompt guides, prompt improvement suggestions/edits | Yes | 1 point |
| Ability to train AI | Yes | 1 point |
| Specific GenAI marketing on the website | Yes | 1 point |
| Specific branding of GenAI capabilities | Yes | 1 points |
| Total Points | 5/5 points |
Summary
Optimizely presents an enticing platform for businesses looking to boost their decision-making process through data. Its generative AI capabilities can undoubtedly contribute to your company’s growth.
Evolv AI
Evolv AI is an innovative tool that leverages the power of artificial intelligence (AI) to provide efficient and reliable A/B testing solutions. With “AI” in its name, Evolve AI has a solid focus on AI usage for its entire suite; it is prominently mentioned on its website and blog. Unfortunately, any mention of a specific implementation of GenAI is very hard to find. Their blog has some general articles on generative AI. Still, they need to leverage those informational articles to connect to similar capabilities within their product offerings.
Generative AI Capabilities of Evolv AI
Evolv AI offers a range of generative AI capabilities focused on enhancing digital experience optimization and experimentation. Here’s an overview of its key generative AI features:
Description-to-Design: This feature enables users to create design changes and HTML or CSS modifications based on simple text descriptions. By entering prompts, users can quickly adjust design elements like layout, color, and spacing, making it easier to create and test visual variants without extensive coding. This feature is especially beneficial for rapid prototyping and is integrated directly into Evolv’s Web Editor.
Text Paraphrasing: Evolv AI provides paraphrasing tools that allow marketers to generate and refine text variations. This feature helps in producing diverse options for A/B tests by automatically generating copy alternatives, which can enhance engagement by testing multiple phrasing styles in real-time.
AI Image Design: Evolv’s platform also supports generative image capabilities, where users can generate, resize, or crop images based on specific requirements. This is particularly useful for creating on-brand visuals within digital experiments, allowing for image adjustments without requiring separate graphic design tools.
Active Learning and Continuous Optimization: Evolv’s platform leverages active learning to continuously improve experiments by adapting based on user behavior data. This approach allows the system to serve optimal experiences in real time, improving UX and personalization for different audience segments.
These features collectively enable Evolv AI to offer an automated, data-driven approach to experimentation that helps companies iterate quickly and optimize user engagement efficiently. This makes Evolv AI an ideal tool for organizations focused on scaling digital experience optimization across large user bases.
GenAI Rating: 3.5/5
| Criteria | Available? | Points Awarded |
|---|---|---|
| Has GenAI features | Yes | 1 point |
| Provides templates, advanced or multi-step prompt guides, prompt improvement suggestions/edits | Yes | 1 point |
| Ability to train AI | No direct training, but it will adapt and learn with use. | 1/2 point |
| Specific GenAI marketing on the website | Yes | 1 point |
| Specific branding of GenAI capabilities | No | 0 points |
| Total Points | 3.5/5 points |
Summary
Evolv AI is just starting its journey with GenAI capabilities. While it offers an integrated and partially guided way to generate text variations and even produce code snippets, it remains a manual process to engage the “generative AI assistant” to create each separate variation. We hope in the future, they can integrate this capability even further to more fully automate the creation, testing, and optimization of many variants without so much manual intervention.
AB Tasty
AB Tasty is a leading experience optimization platform leveraging AI-driven experimentation and personalization, feature management, and product optimization. While the company has a blog post listing the possible benefits of generative AI in A/B testing, they have yet to mention these capabilities integrated into their offerings.
Generative AI Capabilities of A/B Tasty
A/B Tasty leverages several generative AI features aimed at enhancing experimentation, personalization, and data-driven decision-making for digital optimization. Here’s a breakdown of its primary AI capabilities:
Generative Recommendations: AB Tasty’s recommendation engine uses generative AI to provide real-time, personalized product suggestions based on visitor interactions. This feature adapts recommendations to each user’s browsing and purchase patterns, helping to increase conversions by delivering relevant suggestions at optimal engagement points.
Visual Editor Copilot: Integrated into AB Tasty’s platform, the Visual Editor Copilot enables marketers to create and test multiple content variations. It uses generative AI to suggest alternative headlines, images, and layout changes, streamlining the process of creating variants for A/B testing without requiring extensive manual input
These features make A/B Tasty a good choice for companies seeking a data-rich approach to experimentation and personalization.
GenAI Rating: 1/5
| Criteria | Available? | Points Awarded |
|---|---|---|
| Has GenAI features | Yes | 1 point |
| Provides templates, advanced or multi-step prompt guides, prompt improvement suggestions/edits | No | 0 points |
| Ability to train AI | No | 0 points |
| Specific GenAI marketing on the website | No | 0 points |
| Specific branding of GenAI capabilities | No | 0 points |
| Total Points | 1/5 points |
Netcore Customer Engagement and Experience Platform
Netcore’s A/B testing platform, combined with its generative AI tools, empowers marketers to streamline experimentation and personalization with data-driven content variations. Leveraging Netcore’s Gen AI capabilities, teams can automatically generate content and segment users based on behavioral insights, enabling dynamic A/B tests that respond to real-time data. This approach helps marketers test multiple personalized messages and identify the most impactful version for each user segment, enhancing conversion rates and engagement.
Generative AI Capabilities of Netcore
Netcore’s generative AI tools do support A/B testing through capabilities like content generation and segment-based personalization. While these tools are not exclusively focused on A/B testing, they enhance experimentation by generating tailored content variations and enabling targeted user segment creation. This allows for more dynamic A/B tests with variations crafted based on real-time data, user demographics, and behavior.
Key generative AI features that support A/B testing include:
Automated Content Generation: Using generative AI, marketers can quickly create multiple content variations for email subject lines, messaging, and push notifications. These variations are suited for A/B tests to determine the most effective language or layout for different segments.
Campaign Orchestration: By using natural language prompts, marketers can build targeted segments and deploy cross-channel campaigns with Netcore’s Gen AI. This capability aids in testing different strategies across user segments, enabling more personalized and responsive A/B testing.
Conversational Data Analysis: Netcore’s AI analyzes campaign interactions to refine recommendations and adjust content in real time, which can improve the relevance and impact of A/B test variations.
These features support enhanced experimentation, allowing marketing teams to test content variations and segment-based strategies with generative AI assistance.
GenAI Rating: 3.5/5
| Criteria | Available? | Points Awarded |
|---|---|---|
| Has GenAI features | On their platform, but not directly in the A/B testing tools. | 1/2 point |
| Provides templates, advanced or multi-step prompt guides, prompt improvement suggestions/edits | Yes | 1 point |
| Ability to train AI | No | 0 points |
| Specific GenAI marketing on the website | Yes | 1 point |
| Specific branding of GenAI capabilities | Yes | 1 point |
| Total Points | 3.5/5 points |
ClickFunnels
ClickFunnels is a widely recognized online sales funnel platform designed to convert online visitors into actual paying customers. It provides an all-in-one solution for businesses looking to succeed online. It offers services ranging from creating engaging sales pages to setting up comprehensive online courses.
However, the information gathered shows no specific mention of ClickFunnels implementing GenAI technology in their A/B testing offerings. The platform’s primary focus appears to be making marketing funnels easy and effective for their users, converting website traffic into paying customers.
GenAI Rating: 0/5
| Criteria | Available? | Points Awarded |
|---|---|---|
| Has GenAI features | No | 0 points |
| Provides templates, advanced or multi-step prompt guides, prompt improvement suggestions/edits | No | 0 points |
| Ability to train AI | No | 0 points |
| Specific GenAI marketing on the website | No | 0 points |
| Specific branding of GenAI capabilities | No | 0 points |
| Total Points | 0/5 points |
Final Thoughts
A/B testing is a complex process that involves several steps, including building, delivering, analyzing, optimizing tests, and producing reports and recommendations. Although GenAI cannot perform all these steps alone, it has excellent potential for creating relevant variations to test. The integration of GenAI into A/B testing software is still evolving. Still, it has the strong potential to revolutionize A/B testing by automating and enhancing the decision-making process, providing more accurate and efficient results. Imagine connecting optimization engine results to GenAI inputs to increase the spectrum of personalization variables for advanced testing. This could help businesses create content and messaging that resonates with their audience and optimizes conversion rates. As businesses adopt more intelligent tools, we expect GenAI to become a standard feature in A/B testing platforms. However, for now, many players in the market need to catch up with the potential of GenAI. While they might consider their overall platform orchestration and installed base to be a dominant position in the market, if they miss out on the GenAI transformation, it is possible that new entrants to the market – or other existing businesses that have strong orchestration engines and deep AI knowledge, will enter their market and erode their market share. And with the speed of progress in generative AI technology, this will be months rather than years. Watching how the more prominent companies determine how to best adapt in this rapidly evolving marketplace will be interesting and exciting!
