Host | Kate Maszluch, SVP Marketing at Tryzens Global

Guest | Aneep Hundal, CRO Specialist at Tryzens Global

AI is no longer a future concept; it’s already a vital component of CRO toolkits. However, it’s not a replacement for human interpretation.

While AI accelerates certain processes, such as hypothesis generation and metric selection, it lacks the nuanced understanding of customers, brand identity, and tone of voice that human specialists bring.

Aneep, part of our conversion rate optimization services, explains that AI can serve as an excellent assistant, helping streamline efforts and identify patterns, but it must work in tandem with human oversight to ensure strategies align with business goals and customer needs.

In the context of experimentation, AI can play a significant role. 

• It can help define hypotheses by analyzing data and identifying focus areas for testing, a process that can often be time-consuming for specialists.

• AI assists in selecting the most relevant metrics to measure success. For example, when running a test on a PDP, AI can suggest whether metrics like add-to-cart rates or conversion rates are more appropriate, depending on the specific changes being tested. Then human judgement can come in to evaluate AI-generated recommendations critically.

• AI acts as a safety net during the testing phase. By analyzing proposed tests, it can identify potential risks or areas of concern before launch, helping to refine strategies and avoid common pitfalls.

• Post-test, AI can suggest iterations to further optimize winning tests or reframe inconclusive ones. This iterative approach allows brands to continually improve their websites and drive better results. 

AI and CRO is a marriage of new and old. The best results come from combining AI tools with traditional methods, leveraging AI for efficiency while ensuring human specialists interpret outputs.

AI offers valuable shortcuts, insights, and risk assessments, but it cannot replace the understanding and strategic thinking humans provide.

Together, AI and human expertise can drive meaningful advancements in CRO and experimentation, creating a robust framework for optimizing digital commerce. 

AI is impacting broad areas of business operations and customer experiences. Explore generative AI’s current limits in conducting UX audits.