A/B testing is a tried-and-true methodology us marketers have been using for decades to make more informed decisions, eliminate bias and minimise human error. However, modern marketing is always changing, and new technologies, particularly AI, are shifting the paradigm. AI-driven testing tools and algorithms can collect and analyse vast amounts of data, non-stop – a level of performance we can’t ever hope to match.

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For me, 2024 will be about welcoming the extra inspiration time testing efficiency affords.

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AI can help us bring data-driven solutions to the table faster than ever before, meaning us humans get the breathing space we need to do what we do best – get creative. Ideating and creating a whole host of headlines, assets, content structures and the like – then, running tests to see what makes algorithms (and consumers) happiest.