AI has not eliminated A/B testing; it has restructured how testing is briefed, prioritised, generated, and interpreted. UK brands are running 5–10x more tests at higher win rates.
UK CRO programmes that fully adopted AI-assisted variant generation, hypothesis prioritisation, and statistical interpretation have seen an average 6.2x increase in test velocity between 2023 and 2026.
The new constraint is hypothesis quality. Strategic understanding of what is worth testing — informed by qualitative research and senior product judgement — is the differentiator.
By Kasim Javed, CEO and Founder of Creative Marketing Group.