Coming soon toExperimentation

You don’t need to think about what’s next because it’s already in motion. Each release brings new ways to create, optimize, and deliver content that simply works.

Here’s a glimpse of what’s to come.

Q3 roadmap

2025 was about expanding what experimentation could do. This year is all about putting more of that power in your hands, with agentic experimentation.

Q3 closes the gap between insight and impact, giving your developers, analysts, and experimentation managers exactly what they need to move faster and trust what they find. 

Developer Mode

First-class code editing workspace that's made for developers, by developers. 

  • Full screen code editing, opening directly from the experiment page
  • Speed up development with pre-defined utility functions
  • Preview code nearly-instantly with a dedicated "Preview' button

Now in beta.

Frequentist Stats Engine

A widely-used methodology for analyzing experiment results over a set period of time, the 'Fixed Horizon' Stats Engine will offer an additional model for customers in regulated environments and/or with well-defined traffic over specific time durations.

  • Ideal for regulated environments
  • Supports pre-defined test durations
  • Enables consistent, auditable analysis

Web Companion Extension

Seamlessly enter and create variations on any type of website

  • Launch the Visual Editor on any site, with one easy Chrome extension install
  • Unblock issues yourself, without a support ticket or code deployment
  • Test more experiments with a seamless variation editing process

Variation Creation in the Visual Editor

The easiest way to create new variations without duplicating your hard work

  • Instantly create new variations - no new AI agent prompting or coding required
  • Leverage existing variation creation context so your next change is informed by your past work
  • Go from A/B test to A/B/C/D in just a few clicks

Opti IQ

Opti IQ turns every experiment into the next best action, helping teams create better experiences that convert more customers and grow revenue.

Key benefits:

  • Focus on the opportunities most likely to move key metrics, using AI grounded in real experimentation evidence.

  • Move faster from insight to test with recommendations shaped by proven patterns, audience behavior, and your own results.

  • Improve continuously as every experiment feeds a smarter loop for what to test, launch, and optimize next.

New Results Page

Unlock deeper insights by bringing advanced analytics directly into experimentation. The new results page and expanded exploration tools from OA become available for WX and FX.

Key benefits:

  • Access richer analytics directly within experimentation workflows.

  • Use the new results page to connect test outcomes with deeper exploration tools.

  • Unify analytics and experimentation so test results become data-driven stories.

Idea to Build Connector

Turn your best ideas into live experiments without the manual setup.

Benefits:

  • Instant — push a fully configured experiment from planning to execution in one click, with no re-entry required.
  • Intelligent — key experiment details like metrics, audience, and hypothesis are pre-filled automatically, so nothing gets lost in translation.
  • Continuous — close the loop between ideation and optimisation, keeping your experimentation programme moving at the speed of your thinking.

Check out past feature releases

Explore the latest launches, enhancements, and releases from across the platform.