Masterclass: Experimentation Evolution with AI

Masterclass by Polly Walton

Agenda: 

Many brands want to experiment on their websites but often face the same problems: getting started, keeping momentum, and securing the right resources. Scaling programs, shaping the right team, and gaining senior stakeholder buy-in remain some of the biggest hurdles.

Traditionally, overcoming these challenges meant building large, specialist-heavy teams, hiring experienced CRO strategists, UX designers, data analysts, and high-cost developers.

AI is changing that.

Today, the makeup of an experimentation team can look very different:

• Data analysis that once took days can be completed in minutes with the right AI prompts.

• Idea generation sessions can be enhanced with AI-powered brainstorming tool.

• Design work that required deep brand and UX expertise can be accelerated with AI design platforms.

• Experiment build and coding can be supported and sometimes partially automated by AI development assistants.

Across the eight core steps of experimentation: -

1. Idea Generation

2. Hypothesis Formulation

3. Prioritization

4. Design

5. Execution

6. Analysis

7. Insight Derivation

8. Learning Implementation

- there’s now an AI tool or automation opportunity for each stage..

This isn’t about replacing human expertise. It’s about adopting a hybrid AI + human methodology that delivers:

• Faster time-to-value

• The ability to scale without extra hires

• Higher testing velocity

• Greater overall efficiency

Brands that invest in AI skills for their teams now will gain a lasting competitive advantage.

Why Attend This Masterclass

I was inspired to create this session after attending an experimentation conference earlier this year. While the event was full of exciting presentations, only one talk covered AI, and it stayed largely theoretical. Attendees left without the actionable tools, prompts, and techniques they could immediately put into practice on their journey to embrace AI. That’s when I saw the gap.

This masterclass will close that gap, giving attendees practical, real-world ways to evolve their experimentation programs with AI.

Session Overview

• A recap of the biggest challenges brands face in experimentation today

• A step-by-step walkthrough of AI tools, prompts, and workflows that can accelerate each stage of the process

• How Optimizely’s experimentation suite is evolving to stay ahead in an AI-accelerated world

• Practical strategies to turn AI adoption into a competitive advantage

• A deep dive into how AI is reshaping roles, team structures, and delivery models for the future

Register now to secure your spot and take the first step in your AI-powered experimentation evolution journey.