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96+ A/B testing use cases and examples, sorted by industry (with actual results)

We pulled 96+ real experiments from 12 industries. Not tips or best practices. The actual tests, results, and use cases.

Foundation First, AI Second: Building Websites in the Agentic Era

Every platform promises AI. Fewer will tell you what it actually changes about your website project. Nazanin Ramezani, VP of Product at Optimizely, sat down with Steve Lamensdorf, Chief Experience Officer at Icreon, to talk through how modern implementation projects really get built.

Opal Experimentation University graduation stories: Class of July '26

Meet the Class of July '26. 62 marketers spent five days building AI agents inside Opal Experimentation University. See what problems they solved with agents.

The 'copy-paste incident' and other ghostwriting horror stories (ft. my AI fix)

If you're a content writer, social media manager, PR or comms professional — this one's for you. And if you've ever asked someone to write for you, stay with me too. (I promise this isn't a roast, more like... a rescue).

Your content supply chain is broken. You just can't see it from the inside

Why Optimizely CMS 13 isn't just another website update

Your CMS is what enables your marketing team to create, manage, and deliver content more effectively. Shouldn't your upgrade strategy focus on them and not just keeping the platform current?

The dream of 1:1 personalization is finally coming true

How agentic email marketing turns segment-based guesswork into a hyper-personalized, scalable reality. A marketer's take.

The broken compass of P-values: The rule that misleads and the rule that helps

Understand what p-value exactly means and the limitations of p-value-based decisions. 

What's new in Optimizely Opal: July 29

See what dropped in the July 29 Opal release, including Agent Builder, Skill Builder, governance features, and more.

Top 10 takeaways on how to scale an experimentation program

You already run tests. Now you're drowning in them. This guide shows you how the best programs scale from 'a few A/B tests' to an experimentation machine, without the chaos.

The Invisible AI Trap: Why ambient AI is holding back enterprise adoption

The enterprise AI products that win adoption won't be the ones that vanish into agentic workflows. They'll be the ones doing the work in the background while keeping the users in the foreground.

Agentic Email Marketing

Make your email marketing even more successful with Opal.