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Thinking on Message Decisioning

Perspectives on AI, direct marketing, and the individual-level future of campaign optimisation from the AIgnyte team.

Direct Marketing7 min read

Your A/B tests are lying to you.

Three structural flaws mean the creative "winners" your tests identify are wrong — not occasionally, but by design. And the damage compounds with every campaign cycle.

GG
Gaurav Gupta
May 2025
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