An A/B testing platform combines all the tools needed to create variations, divide traffic, track performance, and analyze results. Platforms such as Optimizely, Adobe Target, and Fibr AI make experimentation easier to manage for teams across marketing, product, and growth.

For instance, Fibr AI includes agents like MAX, which automates experiment creation and analysis, and LIV, which personalizes landing pages to match ad messages. An e-commerce team might use it to test product recommendations, while a publisher might optimize article headlines. With integrations and automation, platforms ensure that testing becomes a continuous, scalable practice across the business.