Shall We Stop Optimizing for Humans, Yet?

AI has made it easier than ever to fill a testing backlog. Hypotheses, feedback, and ideas now arrive faster than teams can act on them. But the best experimentation programs are not running more tests. They are running the right ones.

The real challenge for CRO teams is not generating ideas. It is knowing which ideas will actually drive impact. AI-generated suggestions often sound convincing and follow best practices, but plausible is not the same as effective. Without understanding the human behaviors behind conversion, even well-designed experiments are still guesswork.

This webinar is for CRO practitioners, growth managers, and digital marketers who want their testing programs to produce meaningful results, not just more activity.

Kaat Declerck has spent years helping brands across Europe improve conversion through research and behavioral strategy. In this 40-minute session, she explains why research is the difference between winning experimentation programs and busy ones, using real examples from retail, telecom, and consumer brands.

You’ll leave with a clearer understanding of where AI truly accelerates optimization, where it creates false confidence, and how research helps teams focus on problems actually worth solving.