What is A/B Testing in Marketing Anyway?
If you’ve spent even a minute in digital marketing, you’ve likely heard of A/B testing. It’s the go-to method for optimizing headlines, call-to-actions, email subject lines, and even ad creatives. Simply put, A/B testing involves showing two different versions of content—Version A and Version B—to see which one performs better. It’s a data-driven way to remove guesswork and rely on real user behavior.
Brands like Netflix constantly test thumbnails to see which ones get more clicks. Spotify tests personalized copy on banners to increase retention. A/B testing helps make creative choices that drive ROI.
But what if your winning option isn’t A or B?
Enter: Option C — AI’s Take on Creativity
With AI tools now capable of writing, analyzing, and optimizing copy faster than ever, marketers are exploring a third option: what happens when AI writes its own version of the test content?
Here’s the twist: sometimes, Option C—crafted by AI—outperforms both human-written versions. This isn’t science fiction; it’s already happening.
For example, Chase Bank partnered with Persado (an AI content platform) to test AI-generated marketing copy. The result? AI’s version had a 450% lift in click-through rates.
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Discover how brands like Nike and Airbnb are using AI to generate creative variations that outperform human copy.
