Brands have been experimenting their website experiences for years. Generally, this comes in the form A/B testing, where sites compare their current experience with a new idea, or, A vs. B. 

But this process is slow and inefficient. Only 1 in every 6 or 7  A/B tests produces a winning design and great ideas don't get implemented because businesses are waiting for their tests to fail or succeed. 

But with AI, it's different. Sentient Ascend is powered by genetic algorithms that solve the exact problems A/B testing suffers from. Jon Epstein, Senior Vice President for International at Sentient Technologies, explains how.

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