AB Tasty - AI-powered experimentation and personalization platform for enterprise

What Is AB Tasty

If you've ever wondered why your ecommerce conversion rates plateau no matter what optimizations you try, you're not alone. Digital teams across industries face a common challenge: making decisions based on gut instinct rather than data, while competitors seem to deliver precisely what their customers want. The gap between guessing and knowing costs businesses millions in lost revenue every year.

AB Tasty is an enterprise-grade experimentation and personalization platform designed to close that gap. Founded in 2008, the platform empowers ecommerce businesses, digital marketing teams, and customer experience professionals to test every hypothesis, personalize every interaction, and make decisions backed by hard data rather than intuition.

What sets AB Tasty apart is its comprehensive approach. Rather than offering isolated A/B testing tools, the platform provides an end-to-end solution that combines web experimentation, feature testing, AI-driven personalization, and intelligent recommendations. At the heart of this ecosystem lies EVI, an AI-powered marketing agent that transforms complex data into clear, actionable strategies. The platform also pioneered EmotionsAI, a cutting-edge emotion analysis technology that helps you understand how users truly feel about your designs—not just what they click.

For teams struggling with the reality that 90% of their visitors remain anonymous, AB Tasty offers AdaptiveCX, a predictive AI solution that personalizes experiences in real time without relying on cookies. This addresses one of the biggest challenges in modern digital marketing: delivering relevant experiences to visitors you can't identify through traditional tracking methods.

The platform's credentials speak for themselves. With over 1,500 enterprise clients, 14 years of industry experience, and more than 35,000 tests run annually, AB Tasty has become a trusted partner for brands serious about data-driven growth. Their Universal Collect system, built on Google Cloud Platform, has processed over 800 billion visitor interactions. Galeries Lafayette runs 10 campaigns monthly using the platform, Jacadi achieved 15% growth in international revenue, and GANNI saw a 12% increase in average order value—proof that the platform delivers measurable business outcomes.

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Core Features of AB Tasty

Understanding what a platform can do is important, but what matters more is what you can accomplish with it. Here's how AB Tasty's features translate into real business results for your team.

Web Experimentation gives you a no-code visual editor to build and deploy A/B tests in minutes—without waiting for engineering resources. You can test different product displays, CTA buttons, headlines, or entire page layouts. If you need deeper customization, JavaScript support is available for technical teams. The key benefit: rapid deployment means you can test more ideas faster, accelerating your optimization cycle.

Feature Experimentation takes testing beyond the visible layer. This server-side capability lets you test new product features, validate update requirements, and verify ROI on innovation investments before rolling out to your full user base. Combined with feature flags, you get granular control over who sees what, enabling gray releases and staged rollouts that minimize risk.

Personalization moves beyond testing to deliver unique experiences to each visitor. Using psychographic segmentation, shopping cart abandonment triggers, and interest-based content targeting, you can create personalized journeys that increase engagement and conversion. The platform makes this accessible—you can launch a personalization campaign in just minutes, not weeks.

Recommendations powers the perfect cross-sell, upsell, or complementary product suggestions. The AI-driven engine works across every touchpoint, from your homepage to product pages, helping customers discover products they didn't know they needed. The result: higher average order values and improved inventory turns.

Rollouts gives you complete control over feature releases. One-click activation or deactivation, progressive deployment schedules, and instant rollbacks if issues arise. This feature alone transforms your release process from a nerve-wracking event into a controlled, low-risk operation.

EVI - AI Marketing Agent represents the future of experimentation. This AI-powered assistant guides you through the entire experimentation lifecycle—from generating hypotheses to analyzing results. It acts as a creative partner, helping with visual modifications, strategy optimization, and translating complex data into clear recommendations you can act on immediately.

EmotionsAI is genuinely innovative. As the first emotion analysis technology brought to market, it uses AI to understand how users emotionally respond to your designs and content. This goes beyond clicks and conversions to reveal the "why" behind user behavior, enabling you to optimize for genuine satisfaction rather than just short-term actions.

AdaptiveCX solves the cookie-less future challenge head-on. It identifies, understands, and engages anonymous users in real time using predictive AI. Since 90% of typical website visitors remain unidentified, this capability opens up personalization for the vast majority of your traffic—a game-changer for businesses that have struggled to move beyond cookie-dependent targeting.

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Who Is Using AB Tasty

AB Tasty serves a diverse range of teams and industries, but certain use cases appear consistently among their most successful customers. Here's how different types of organizations benefit from the platform.

Ecommerce teams struggling with conversion find their footing with AB Tasty's web experimentation capabilities. If product pages aren't converting as expected, you can systematically test different displays, pricing presentations, CTA placements, and checkout flows. The visual editor lets you build tests quickly, while statistical models ensure your results are reliable. Galeries Lafayette runs 10 campaigns monthly, using the platform to respond rapidly to changing consumer demands—a pace that would be impossible without robust experimentation infrastructure.

Teams facing the anonymous user challenge benefit most from AdaptiveCX. With 90% of visitors typically unidentified, traditional personalization approaches leave most of your traffic experiencing generic content. AdaptiveCX uses predictive AI to understand intent in real time, enabling personalized experiences without requiring cookies or login. This transforms how you approach the majority of your traffic.

Product teams launching new features rely on feature experimentation and rollouts to de-risk releases. Instead of flipping a switch for everyone, you can gradually expose new functionality to smaller segments, monitor performance, and scale only when confidence builds. If something goes wrong, instant rollbacks protect your users and your metrics. This approach turns feature launches from high-stress events into controlled experiments.

Businesses focused on increasing average order value leverage the AI-driven recommendations engine. By showing the right products at the right moment—complementary items, alternatives, or upsells—you can meaningfully impact revenue without pushing customers harder. GANNI's 12% increase in average order value demonstrates what's possible when recommendations work intelligently.

Organizations expanding internationally use multi-region experimentation to understand how different markets behave. Jacadi's 15% international revenue growth came from systematically testing localized approaches rather than assuming what works in one market works everywhere. Different regions have different preferences, and experimentation reveals those differences data.

Teams wanting deeper user understanding turn to EmotionsAI. Traditional analytics tells you what users did; emotion analysis reveals how they felt. This insight shapes design decisions, content strategy, and overall experience optimization in ways conventional metrics simply can't capture.

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Getting Started with AB Tasty

Ready to bring data-driven decisions to your team? Here's how to get moving quickly.

Initial Setup begins with contacting the sales team. Since AB Tasty provides enterprise-grade solutions with tailored pricing, you'll work with them to understand your specific needs and configure your account appropriately. This consultation ensures you get the right modules and support level for your business.

The Visual Editor is your primary tool for web experimentation. Built for marketers and product managers, it requires no coding knowledge. You can create variations, set targeting rules, define success metrics, and launch tests—all through an intuitive interface. The editor supports real-time preview, so you see exactly what your visitors will experience before going live.

For Technical Teams, deeper customization is available through JavaScript injection and a comprehensive API. The platform provides SDKs for both web and server-side implementations, enabling sophisticated experiments that go beyond visual modifications. If you can imagine it, the technical framework supports it.

Integration leverages the Universal Collect system built on Google Cloud Platform. This infrastructure collects over 250 parameters and metrics, giving you rich data for analysis. The system handles millions of events per second—scale that ensures performance never becomes a bottleneck regardless of your traffic volume.

Measurement Tools include built-in calculators for sample size and minimum detectable effect. These help you plan tests correctly from the start, ensuring statistical validity and preventing the common mistake of concluding tests too early. Running tests without proper sample size planning is like sailing without a compass—you might reach a destination, but you won't know if you took the right route.

Ongoing Optimization benefits from the platform's comprehensive documentation and support. Whether you're troubleshooting a complex server-side implementation or looking for inspiration from successful campaigns, resources are available to guide you forward.

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Pricing Plans

AB Tasty operates on a contact sales model, meaning pricing isn't publicly listed. This approach reflects the platform's enterprise positioning—every customer receives a tailored solution based on their specific requirements. Here's what you should know when evaluating investment.

Pricing Considerations typically include your traffic volume, which modules you need (experimentation, personalization, recommendations, or full platform), contract duration, and the level of customization and support required. Larger organizations with complex needs will naturally invest more than teams starting with basic experimentation.

Module Options include Web Experimentation for A/B testing, Feature Experimentation for server-side testing and rollouts, Personalization for adaptive experiences, and Recommendations for AI-driven product suggestions. The most comprehensive packages bundle these together, though you can start with specific capabilities and expand over time.

Getting Started is straightforward: reach out to the AB Tasty team for a consultation. They'll assess your needs and recommend the most appropriate configuration. Many customers begin with a pilot program to prove value before expanding their investment.

The absence of public pricing actually benefits enterprise buyers—it means every contract is negotiated based on actual requirements rather than artificial tier constraints. You'll work directly with the team to find the right fit for your budget and objectives.

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Frequently Asked Questions