AB Tasty is a French experimentation and personalization platform that’s carved out a strong position in Europe. Alix de Sagazan and Rémi Aubert founded it in 2012. The company competes directly with Optimizely and VWO but has built a particularly loyal following among European enterprise clients.
The platform covers A/B testing, multivariate testing, personalization, and feature management. The visual editor allows non-technical users to create test variants without writing code. AB Tasty uses a Bayesian statistical engine to evaluate results, and the Smart Traffic feature automatically routes more visitors to better-performing variants during a test, optimizing conversion while the experiment is still running.
EmotionsAI is AB Tasty’s AI layer that segments visitors based on their emotional behavior patterns rather than traditional demographics. It analyzes browsing behavior to identify whether visitors are rational, competitive, cautious, or impulsive, then serves personalized experiences accordingly. It’s a distinctive approach that goes beyond standard segmentation methods.
Feature flags and progressive rollouts let product teams ship code incrementally. Developers can deploy features to internal users first, then expand to beta testers, and finally to all users — rolling back instantly if something breaks. This server-side experimentation capability has become increasingly important as more testing moves into the product development cycle.
AB Tasty has raised over $90 million in funding, including a significant round from investors like Korelya Capital and Eurazeo. The company serves over 1,000 enterprise clients including L’Oreal, Sephora, and USA Today. Annual contract values sit in the mid-five-figure range, positioning AB Tasty as mid-market to enterprise.
