Nir Weingarten — CEO and founder, Eikona
Published:
I think there’s three major problems with A/B testing, and first and foremost is scale. It’s a manual process that doesn’t scale. The second part is multi-variant testing — you always change one thing because otherwise you won’t know what caused the uplift, and the third thing is bias: you’re limited in your resources, so you have to test certain things, you can’t test everything, and you tend to test what you think will work and then see the results you want to see.
What does Nir Weingarten say on The Agile Brand with Greg Kihlström?
Nir Weingarten, CEO and founder, Eikona, says: Greg Kihlström interviews Nir Weingarten, CEO and founder of Eikona, about the limits of traditional A/B testing and the benefits of applying reinforcement learning to marketing optimization. They discuss systemic problems in current testing workflows, a continuous explore-and-exploit approach that personalizes creative at scale, a 10/80/10 model for human–AI collaboration, and how enterprises can measure and act on machine-generated creative insights.
From: The Agile Brand with Greg Kihlström
Cite as: Nir Weingarten. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/nir-weingarten-i-think-theres-three-major-problems-with-ab-testing-and-f