AB Tasty

AB Tasty is an AI-powered experience optimization platform founded by Alix de Sagazan and Rémi Aubert, built on the belief that experimentation and personalization should be fast and simple. The platform covers web experimentation, feature experimentation, personalization, e-merchandising, and progressive rollouts under a single unified product. AB Tasty is now part of the Wingify group following a partnership announced on the company's homepage.

What It Is

AB Tasty is a conversion rate optimization (CRO) and digital experimentation platform that lets marketing, product, and engineering teams run A/B tests, multivariate tests, and personalization campaigns across websites, mobile apps, and server-side features. It combines a no-code visual editor for marketers with SDK-based feature flagging for developers, making it usable across both business and technical teams without requiring separate tools.

Core Product Modules

The platform ships as one unified product with several distinct capability areas:

• Web Experimentation – A/B/n testing, multivariate testing, split URL testing, WYSIWYG editor, Bayesian/Frequentist/Sequential statistical engines, real-time results, and dynamic traffic allocation via multi-armed bandits.
• Feature Experimentation & Rollouts – Feature flags and toggles, progressive deployment, automatic KPI-triggered rollbacks, server-side experiments, and SDKs for client-side, server-side, Android, and iOS.
• Personalization – Segment builder, emotional segmentation via EmotionsAI, intent-based personalization, real-time personalization via AdaptiveCX, and a widget library for e-commerce and engagement.
• E-Merchandising – AI-powered search, product recommendations, and merchandising controls to manage product visibility and promotions in real time.

AI Capabilities: Evi and EmotionsAI

AB Tasty's AI layer centers on two named products. Evi is described by the company as an "evidence-based marketing agent" that turns experiment data into actionable strategies, assists with hypothesis formulation, and generates visual editor changes from natural-language prompts. EmotionsAI is positioned as a market-first emotional segmentation engine that targets visitors based on emotional need states and engagement levels. AdaptiveCX adds real-time predictive AI to personalize experiences for the roughly 90% of visitors who are anonymous.

Platform Architecture and Security

AB Tasty is built for enterprise scale with an "unsafe-eval"-free architecture. The platform holds ISO 27001, PCI-DSS, SOC 2, and HIPAA compliance certifications. Data hosting options span the US, EU, and India, backed by a multi-cloud CDN. Enterprise features include multi-factor authentication, SSO (SAML, LDAP), role-based access management, ITP 2.1/2.2 compliance, and configurable cookie duration.

Audience and Integrations

The platform targets mid-market and enterprise brands across e-commerce, travel, beauty, fashion, financial services, media, and home/furniture verticals. AB Tasty maintains an extensive partner and integrations network, including a dedicated Google Cloud partnership. Analytic connectors are included in the experimentation module, and the platform supports Single Page App (SPA) architectures.

Update: VWO and AB Tasty Join Forces

The AB Tasty homepage and footer reference a news item titled "VWO and AB Tasty Join Forces," indicating a recent strategic combination with Wingify (the maker of VWO). The Wingify logo appears in the site footer, and the AB Tasty logo has been updated to reflect the joint branding. This represents a significant ownership and partnership development for the platform, though the AB Tasty product continues to operate under its own brand and URL.