AB Tasty

AB Tasty is a Paris-based digital optimization platform founded in 2013, specializing in A/B testing, personalization, and AI-driven customer experience tools for e-commerce and enterprise clients.

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Provides AI-powered tools for website testing, personalization, and customer experience optimization.

AB Tasty is a Paris-based digital optimization platform founded in 2013, specializing in A/B testing, personalization, and AI-driven customer experience tools for e-commerce and enterprise clients. The company has raised $64 million to date, including a $40 million round in 2020 led by Credit Mutuel Innovation. AB Tasty serves over 1,000 global brands, with notable clients like PUMA, Booking.com, and Devred.

Recent moves include the 2025 acquisition of Wandz, a real-time adaptive experience platform, and the launch of Evi, an AI-powered evidence-based marketing agent. The company merged with VWO in early 2026 to expand its experimentation capabilities, though both brands continue operating independently. AB Tasty's platform now combines traditional A/B testing with AI-powered features like EmotionsAI for sentiment analysis and AdaptiveCX for real-time personalization. The company hosts regular client events like Experience Next, showcasing customer success stories such as FootJoy's 90% test success rate and Devred's 35% revenue growth from digital optimization.

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Who buys this

  • E-commerce retailers seeking conversion rate optimization
  • Enterprise brands with global digital properties
  • Financial services firms needing compliant personalization
  • Travel and hospitality companies optimizing booking flows
  • Fashion/apparel brands targeting younger demographics

Publicly disclosed clients

  • PUMA
  • Booking.com
  • Devred
  • FootJoy
  • Five Below
  • Physicians Mutual
  • Yankee Candle

Strengths and what to watch

Strengths

  • Proven results with enterprise clients (e.g., 35% revenue growth for Devred, 9/10 test success rate for FootJoy)
  • Integrated AI capabilities like EmotionsAI and AdaptiveCX that go beyond basic A/B testing
  • Strong European foothold with expanding US presence through events like Experience Next NYC

Watch for

  • Post-merger integration challenges with VWO while maintaining separate platforms
  • Increasing competition from full-stack CX platforms like UserZoom (which raised $100M in 2021)
  • Potential over-reliance on e-commerce vertical (85% of case studies) despite positioning as cross-industry

Recent moves

Key Information

Founded
2013
Headquarters
Paris, France

Frequently Asked Questions

What is AB Tasty and what does it do?

AB Tasty is a digital optimization platform founded in 2013, specializing in A/B testing, personalization, and AI-driven customer experience tools. It helps e-commerce and enterprise clients improve conversion rates and optimize user experiences through advanced testing and AI-powered features.

How does AB Tasty use AI in its platform?

AB Tasty integrates AI capabilities like EmotionsAI for sentiment analysis and AdaptiveCX for real-time personalization. These tools go beyond basic A/B testing, enabling businesses to deliver tailored customer experiences and optimize digital interactions based on user behavior and preferences.

What industries does AB Tasty serve?

AB Tasty serves industries like e-commerce, financial services, travel, hospitality, and fashion. Its clients include global brands such as PUMA, Booking.com, and Devred, benefiting from conversion rate optimization, compliant personalization, and booking flow enhancements.

What are some AB Tasty customer success stories?

AB Tasty has driven significant results for clients, including a 35% revenue growth for Devred and a 90% test success rate for FootJoy. These successes showcase its ability to optimize digital experiences and deliver measurable business impact for enterprise brands.

What happened with AB Tasty's merger with VWO?

AB Tasty merged with VWO in early 2026 to expand its experimentation capabilities. Both brands continue to operate independently, combining traditional A/B testing with advanced AI features to offer enhanced digital optimization solutions for global clients.

How does AB Tasty support enterprise clients?

AB Tasty supports enterprise clients with proven results, such as 35% revenue growth for Devred and a 9/10 test success rate for FootJoy. Its integrated AI tools and global presence make it a trusted partner for optimizing large-scale digital properties.

Sources

  1. www.abtasty.com — Devred case study showing 35% revenue impact
  2. www.abtasty.com — 2025 customer event with FootJoy, Five Below, and Physicians Mutual
  3. www.abtasty.com — 2026 platform updates and VWO merger details
  4. techcrunch.com — $40M funding round and historical context