For more than 15 years, VWO and AB Tasty grew as separate companies, each becoming a leader in its own corner of experimentation and personalization.
Yet underneath that separate growth sat the same core belief: the brands that win are the ones willing to keep testing, keep questioning, and keep rethinking what “good” actually looks like for their customers.
Following this year’s merger, that shared belief now has one name behind it. Wingify.
Bringing two independently built platforms together isn’t just a business decision, it’s a recognition that they were always working toward the same thing, and are simply stronger doing it as one.
Combined, Wingify now represents more than $100 million in revenue, 4,000+ customers, and a team of 700+ people spread across 11 offices worldwide.
Impressive as that is, it’s not what defines Wingify. The point is the idea sitting underneath all of it: Make every digital experience relevant.
Built on beliefs, not buzzwords
Every real category shift needs something to anchor it, and Wingify’s anchor is two ideas that are easy to say and hard to actually live by at scale.
Curiosity and clarity.
Curiosity means never settling for last week’s read on a visitor, a customer, or a journey, and instead constantly checking what’s true right now. Clarity is what happens once that constant checking is backed by a data foundation solid enough to actually act on, rather than one more report to sit and decode.
Bring those two together, and the result isn’t just a platform that watches what customers do. It’s one that responds to it, in real time, while it’s still happening.
A new category: Agentic Experience Optimization
More than a rename, this launch marks the start of a new category. Wingify is now an Agentic Experience Optimization Platform, bringing experimentation, personalization, behavioral insight, commerce and merchandising, feature management, and customer engagement together under one data layer, one workflow, and a single AI engine called Wingz.
This is called the Relevance Loop, best thought of as four connected steps rather than four separate products.
- Understand. Picks up on behavioral, journey, affinity, intent, contextual, and emotional signals, even from visitors who haven’t identified themselves.
- Decide. AI figures out the best next move for that specific person, whether it’s a message, a feature, a recommendation, or an entirely different experience.
- Act. That decision goes live immediately, without waiting for the visit to end.
- Measure & Learn. Every action gets checked against results, and what’s learned sharpens the next decision.
This loop is what actually separates Wingify from the crowd of AI features bolted onto existing martech stacks.
CEO Sparsh Gupta frames the AI here as the platform’s “operating logic” rather than an extra layer sitting on top of it, reading what’s happening, deciding the next move, and acting before the visitor even leaves the page. In his view, what sets this apart is that every one of those decisions gets measured, so relevance becomes something the platform can prove rather than simply promise.
That discipline traces back to 15 years of experimentation groundwork the two companies each built before joining forces, and it’s what makes the “agentic” claim credible, rather than a term added on for effect.
Why this matters now
A lot of AI in marketing software today works as a layer sitting on top of a tool, generating suggestions that a team then has to go build somewhere else by hand.
Chief Product & Technology Officer Ankit Jain puts it succinctly: most of it functions like an assistant, able to tell you things but not able to tell you whether it was right. Wingify was built the other way round. Its AI runs inside the loop, so it “sees the signal, makes the call, ships the change,” then measures what happened. In his view, that last step, proving the outcome, is the hardest part, and it’s the reason the company spent 15 years building the experimentation layer that sits underneath the AI.
According to Chief Revenue Officer Alix de Sagazan, the real drag on most marketing teams isn’t a lack of insight, it’s the distance between finding one and acting on it. “Disconnected tools quietly cost teams time,” she notes, pointing to the manual rework and errors that pile up with every handoff between systems.
Wingify was built to remove that gap, turning insight directly into action, and action into a better experience.
Momentum, not a reset
For customers who already know VWO and AB Tasty, brands like L’Oréal, LVMH, Decathlon, Puma, Forbes, Motorola, AXA, and De Beers among them, this launch doesn’t mean starting over. Chief Customer & Strategy Officer Rémi Aubert frames it as building on momentum that already exists, describing a “clearer runway, a sharper set of tools” ahead, and a platform designed to make each interaction more relevant than the last.
That’s the foundation this next chapter is built on. Not a reset, but a runway. One platform, one AI engine, and one provable promise about relevance, built for what’s ahead.
Curiosity is what got us here. Clarity is what we’re building toward, for every customer, in every experience, starting now.
Have questions about what this means for you? Reach out, we’re here to help.
Categories:
Hi, I’m Pratyusha Guha, manager - content marketing at VWO. For the past 6 years, I’ve written B2B content for various brands, but my journey into the world of experimentation began with writing about eCommerce optimization. Since then, I’ve dived deep into A/B testing and conversion rate optimization, translating complex concepts into content that’s clear, actionable, and human. At VWO, I now write extensively about building a culture of experimentation, using data to drive UX decisions, and optimizing digital experiences across industries like SaaS, travel, and e-learning.
