Experimentation

Agent Intelligence shows teams the effectiveness of the AI agents they build, the customer impact and what to do next.

The collaboration brings together Optimizely's experimentation, personalisation, and AI orchestration capabilities with Deloitte Digital's experience in transformation, creativity, and human-centred design.

Together, Adswerve and Amplitude help clients analyse and act on real-time, governed data from a single source of truth with auditable, AI-ready outputs built in.

Spenser Skates discusses the evolution of digital analytics, why retention should inform product strategy, and how AI agents are poised to automate insights, experimentation, and product optimisation at scale.

Thiago Hapner talks about blending data with creativity, building products through continuous experimentation, and shifting from conversion-driven design to emotionally engaging user experiences.

Ted Sfikas, Field CTO, Amplitude, explains why marketers should prioritise experimentation to reduce wasted spend, improve ROI, and turn first-party data into actionable insights through disciplined test-and-learn approaches.