More than ever, companies are looking to drive sales through their digital channels. For many selling through their websites or mobile applications is making the difference between thriving and going out of business. But the world of digital moves at an often frantic pace with many changing factors from customer preferences and seasonality to visitor demographics and competitive threats. In order to stay relevant, companies must constantly look for the best way to achieve a customer experience that keeps visitors buying and coming back. Experimentation has been around for years and the use of AI is opening up a whole new way to identify ways to constantly improve the customer experience.