News
The Gist
- Strategic merger. VWO and AB Tasty combine to form a global optimization platform.
- Significant backing. Everstone Capital increases investment to support platform scale.
- Enterprise impact. Large enterprise customers gain access to broader AI-native tools and expertise.
Two digital experience optimization vendors are joining forces.
VWO and AB Tasty agreed on Jan. 20 to combine into a single digital experience optimization platform. The deal aims to create an entity with more than $100 million in annual revenue and over 4,000 customers globally, according to company officials.
Singapore-headquartered Everstone Capital, the private equity arm of Everstone Group and majority shareholder in VWO, is investing additional capital to remain the largest institutional shareholder. The merged platform will offer AI-led experimentation, real-time adaptive personalization and behavioral analytics.
Leadership Structure: Gupta as CEO, Jain CTO
VWO co-founder Sparsh Gupta will serve as CEO. Ankit Jain becomes chief product and technology officer. AB Tasty co-founders Rémi Aubert and Alix de Sagazan will assume chief customer and strategy officer and chief revenue officer roles, respectively.
Table of Contents
- Shared Alignment for Digital Experience Optimization
- Combined Platform Capabilities for AB Tasty and VWO
- AB Tasty's AI Push
- AI Becomes Infrastructure for Digital Experience
- Platform Consolidation Accelerates
- AB Tasty Background
Shared Alignment for Digital Experience Optimization
Our ambition has always been to create a global leader in experimentation and experience optimization that delivers tangible, measurable value to customers. Over the past few years, as we reflected on the next chapter for AB Tasty, it quickly became clear that the right path was about alignment — across ambition, culture, product, and geography. With VWO, the alignment was clear early on: shared ambition, shared values, complementary strengths, and a common commitment to customers.
- Alix de Sagazan, Co-CEO
AB Tasty
Combined Platform Capabilities for AB Tasty and VWO
| Capability | Description |
|---|---|
| AI-led experimentation | Automated testing workflows powered by machine learning |
| Real-time adaptive personalization | Dynamic content delivery based on behavioral signals |
| Behavioral insights and analytics | Data-driven analysis of customer journeys |
| Global reach | 11 offices across North America, LATAM, Europe and APAC |
AB Tasty's AI Push
In the months preceding the merger, AB Tasty accelerated its AI strategy. In November 2025 the company launched Evi, an agentic AI engine that automates the full A/B testing workflow, with early adopters reporting a 73% reduction in campaign setup time. Days later AB Tasty acquired Wandz.ai, a real-time adaptive personalization platform that processes 3.7 trillion data points monthly.
AI Becomes Infrastructure for Digital Experience
Digital experience optimization reached a turning point in 2025 as AI shifted from experiment to infrastructure. AI capabilities transitioned from experimental features to structural expectations across the DXP landscape. Vendors are embedding AI-driven orchestration and experimentation-led personalization directly into their platforms.
Real-time personalization evolved from competitive advantage to baseline expectation, driven by behavioral signals and predictive analytics.
Platform Consolidation Accelerates
Gartner's 2025 Magic Quadrant for Digital Experience Platforms reinforced consolidation across vendor positioning and buyer behavior. As AI amplified integration complexity costs, organizations gravitated toward digital experience platforms that centralize execution while supporting extensibility.
Strategic acquisitions reflected this imperative. Fullstory's acquisition of Usetiful exemplified the market's direction, extending behavioral analytics with digital adoption tools.
The DXP sector maintains healthy momentum, with analysts forecasting double-digit growth through 2032.
AB Tasty Background
AB Tasty, founded in 2009, provides a customer experience optimization platform aimed at digital product, ecommerce and marketing leaders at mid-market to enterprise brands. The platform offers experimentation, personalization, product recommendations and emotions-based segmentation.
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