Reinventing A/B Testing With AI and Gamified Experimentation With Deborah O'Malley

Built to Convert

Deborah O'Malley is the Founder and Head of Product Strategy at GuessTheTest, a platform that offers gamified A/B test case studies to help experimenters get testing ideas, insights, and learn from real results. She is recognized as a leading Conversion Rate Optimization (CRO) specialist and top A/B testing influencer. With a master's degree in eye-tracking technology, she blends research and practice in her work. Deborah also leads Convert Experts, where she runs optimization projects and helps clients improve their digital performance.

About the Episode

The world of A/B testing is changing faster than ever as artificial intelligence reshapes how marketers experiment and optimize. Traditional manual methods are being challenged by automation, new tools, and shifting consumer behaviors. Tyler Lane hosts Deborah O'Malley as they explore how to embrace AI while strengthening fundamental testing skills, why human intuition and strategic oversight remain critical, and how marketers can stay relevant and drive better results as the experimentation landscape transforms.