About this episode

Brian Massey and Deborah O’Malley discuss the impact of AI on experimentation and conversion optimization.

In this episode of Intended Consequences, Brian Massey sits down with Deborah O’Malley, founder of GuessTheTest.com, to explore the fast-changing world of AI in experimentation — from A/B testing myths to the ways AI is already changing how digital marketers approach conversion optimization. And yes, they really do debate whether AI will kill our creativity. 🎧 Listen to the full episode here: Ready to improve your site’s performance? Learn more about Conversion Science’s Optimization Services. Are You Running the Wrong A/B Tests? Deborah pulls no punches: “People are still testing button colors and headlines when they should be testing concepts.” That’s one of the many interesting misconceptions about experimentation. But as she explains, the most valuable insights come from big, bold tests — especially ones that challenge your brand’s assumptions. And with the arrival of generative AI, we now have the ability to scale those tests like never before. How AI in Experimentation Is Changing the Game AI isn’t just writing headlines — it’s redesigning the entire optimization process. Deborah and Brian explore a few critical shifts: 1. Faster Hypothesis Generation AI can instantly…

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