AI and the Evolution of A/B Testing

It is fascinating what computers will do next! When the World Wide Web was fresh it was amazing at what computers could do. From research to commerce it seemed do everything! What was even more fascinating, however, is what it couldn’t accomplish. Even with all their power computers still needed extensive human input, from web design to keywords. But advances in AI technology are automating many of these processes, and the illusion that your computer is diligently doing the work itself may soon become the veritable truth. We’re going to focus today on what many of us consider a basic process, designing WebPages.

Web-based commerce is big business these days . Companies specializing in online gaming, newspapers, and other services generate considerable income. But while advertising revenues and micro transactions are often what we talk about in e-commerce, instead we are going to focus on something simple. What does a website have to do to draw customers to buy?

This is where “A/B Testing” comes in. It tests the rate of “conversion” of a customer visiting their site to one later making a purchase. Tests are designed to determine if a change in a website, such as with font or organization, will change the customer “conversion rate” negatively or positively. This testing may now become automatic.

Jeremy Miller, director of marketing at veteran AI developer Sentient, has this to say about his company’s program.

“The marketers can give the AI all of their ideas, and then based on the traffic that comes to their site, it starts to understand which ideas increase conversions better. The ones that increase conversions better get to live on and the ones that do not convert better get pruned away and do not get to live on.”

In short the AI does a variety of pre-determined varieties of A/B Testing all on its own.

“With evolutionary algorithms, it mimics the process of evolution. It takes all of those ideas and does continuous optimization,” Says Miller.

It may just be one step forward, but a future computer run internet may be soon on the horizon.

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