It’s obvious

With this paradigm shift to AI, it’s key for marketers to get on the innovation train before, well, your competitor figures out how to outsell you.

If you’re still using the old A/B or multivariate testing methods, then it’s time to set the vision and goals for your team. 

Here are Yellow's top five testing methods that are being disrupted by AI:

1. Getting Started with Self-Learning AI

Those were the days when email managers would pull thousands of contacts from their CRM list and randomly splice and dice their audience. Some savvy marketers created segments based on industry, demographics, firmographics, and other data points; others just crossed their fingers and hit send, hoping email A or B would spike in clicks. Yep—those won’t be the “good old days” for long. Fast forward to 2024, and we’re seeing major disruptions in AI, especially with self-learning AI models.   

Self-Learning AI: Say goodbye to hoping for higher conversion rates with generic emails or landing pages. Embrace individualized customer interactions through AI that learns from each user's behavior. This shift moves away from the one-size-fits-all approach, allowing for personalized experiences. Marketers adopting self-learning AI strategies report significant improvements in open rates, conversions, and ROI. According to Gartner, 45% of executives have increased AI investments due to the popularity of OpenAI’s ChatGPT, with 19% beginning AI tests and production tasks (Marketing Dive). Additionally, Gartner predicts that by 2025, organizations using AI in marketing will shift 75% of their staff’s operations from production to strategic activities(Gartner). These trends underscore the importance of adopting AI-driven strategies to remain competitive.

2. Accessibility Testing

Assuring website accessibility is key to fostering stronger relationships with your audience. Testing elements like color contrast, action buttons, and user experience design will soon be easier than ever, thanks to AI accessibility platforms like AccessiBe and UserWay. 

Developing accessible marketing assets—be it social media content, websites, or paid ads—broadens your reach. Prioritizing accessibility taps into a large, often underserved market. For example, a study by the American Institutes for Research found that accessible practices allow businesses to reach 1.3 billion people with disabilities globally, representing over $8 trillion in spending power annually (ThemeIsle). Additionally, a report by Level Access indicates that 85% of organizations see digital accessibility as a competitive advantage, enhancing customer engagement and satisfaction (Level Access

3. Persona Testing

Yep, persona testing is critical. Why? Because you’ll be able to focus on personas that match your Ideal Customer Profile and have a higher propensity to buy. Why settle for just the tacos when you can have the whole enchilada? With platforms like Segment, HubSpot AI, and Salesforce Einstein, you’ll be able to identify the right customers, understand their pain points, opportunities, and intent signals, and use this information to craft highly personalized messaging. Let’s work smarter, not harder—no more guessing which persona fits best, and no more allocating resources to customers who won’t buy.

4. Multivariate Testing

If you’ve never heard of this, let’s skip to what’s changing so you don’t have to worry about it. We all admire our designers for their hard work, long hours, and seemingly magical skills that produce assets on demand. Let’s make their lives easier by providing the data they need to work more efficiently. It’s not magic—it’s AI. Here are some of the top AI platforms specializing in streamlining multivariate testing: Optimizely  and Adobe Target.

AI-Replaced A/B Testing: AI-driven solutions are rapidly replacing traditional A/B testing with more advanced approaches. For example, Dynamic Yield and VWO AI to dynamically adapt content and user experiences in real time, automatically optimizing for the best outcomes across segments without the need for manual A/B testing.

5. Content Testing

Last but not least, let’s talk about content—the endless “final” versions of white papers that keep getting tweaked and saved as "Final_Final_Version2." Tools like Grammarly’s Analytics API and OpenAI’s GPT-powered systems are revolutionizing how we write and test content by providing real-time feedback and optimizing content based on reader response patterns. These platforms can analyze what works best for your audience, helping you fine-tune messaging more efficiently than ever.

And there you have it!

If this still sounds like a lot of moving pieces and you’re unsure where to start, Yellow is offering a free 20-minute consultation that you won’t want to miss!