Rethink A/B Testing: How Advanced Multi-Variant Testing Delivers for Diverse Audience...

We will explore the benefits of utilizing multi-variant testing within Pega’s Customer Decision Hub. Our discussion will highlight how Pega’s algorithm continuously learns and optimizes customer experiences in real time—unlike traditional A/B testing, which relies on limited experiments and discards less effective variants. Our approach evaluates each customer individually to determine their propensity to accept each Treatment, leading to an overall increase in engagement rates across all customers.