“That’s why the abandoned basket example is such a nice example. What a layperson would do is they’d say, “Let’s just run an experiment, find the best one, and stick to that for the rest of time.” But time stops for no-one. We cannot rest on our laurels and assume that what worked yesterday will work tomorrow.”
At its heart, the methodology used by Phrasee X is a multi-variant test, but instead of the test being carried out at a single moment in time, it’s carried out continuously, in what Malm refers to as “a very statistically efficient manner”.
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“We purpose-built this AI to make the choices that are statistically most likely to maximise ROI,” he says. “It’s very important that we don’t apply pre-conceived notions about how an experiment could be run. The methodology is not fixed – depending on the circumstances of the given experiment, Phrasee’s AI might augment existing language that is working well, or it might interject new, never-seen-before language into the mix.”
“I think when we started off the tests, we went through 40 or 50 different variants, until we actually landed on the top three,” recalls Lopes. “And it’s still optimising. We’re never stopping.”