Highlights From AB Tasty Experience Talks 2026: Customer Experience Strategy Examples From Our Clients

Ready, Set, Match: A Grand Slam Welcome at Roland-Garros  

At Roland-Garros Stadium, where champions are made, AB Tasty Experience Talks 2026 served up its own match-winning theme: Ready, Set, Match – bringing together experts and clients alike for a memorable day filled with high-impact customer experience strategies.

We met with our clients for another one of our “Experience Talks” on Tuesday, March 31st for a human-first environment where guests were welcomed with warm smiles, custom badges, and a community-driven spirit.

Exclusive to AB Tasty clients, part of our customer club, over 300 people attended – revealing the demand for future Experience Talks in New York and London, and soon all around the world. 

We started the day bright and early with a smooth, welcoming check-in experience for new arrivals.

The goal of our Experience Talks 2026 was to establish a community-driven foundation before diving deep into digital strategy.

The Roadmap to Better: Our Vision and Shared Momentum

Our Journey in Global Growth 

To start the afternoon, we had Alix de Sagazan (Co-founder of AB Tasty) and Julie Dumont (Chief Product Officer) recapping our recent momentum – including our recent Manchester event and our growing global community.

They also discussed our recent announcement in merging with VWO, clarifying our singular, shared vision with total continuity and alignment for our teams.

Progress With Our Platform

Alix and Julie also provided an overview of our platform evolution. As AB Tasty was originally focused on a single capability (A/B testing), they discussed our shift from being a software with a single capability to a more comprehensive, multi-product platform. This is especially relevant in the world of optimization, where AI now goes hand in hand.

With AI features from AB Tasty, we can now dive deeper into experimentation and personalization with:

• Easier onboarding
• Emerging insights
• One click activations
• AI to control content optimization

Daring to Go Further with AI

We also touched on what AI can do in a world where it’s becoming “normal” to make use of it, and therefore – more challenging to stand out with features developed by artificial intelligence.

At AB Tasty, we reiterated our focus on building practical, everyday AI features that can be used as a co-pilot in your optimization strategy. 

Some of the current and upcoming innovative, AI-driven features highlighted at the start of the Experience Talks 2026 included:

With all of these projects underway, we continue to build a valuable optimization engine where AI reshapes knowledge and automation to deliver unique user experiences.

The Champion’s Mindset: Adapting for the Win with Marion Bartoli  

To go along with our tennis match theme, we invited Marion Bartoli, Wimbledon Champion and former pro-tennis player, to speak with us about how trial-and-error got her to the successful peak she stands at today.

From her legendary matches against Serena Williams to her current roles with Prime Video and the BBC, Marion shared how capacity to adapt helped her to achieve her highest hopes as a former athlete – even when the odds were stacked against her.

Stay Ready. Shift Fast. Win.

Marion shared several stories on how her curious courageous nature helped her to beat the odds and be bold for her tennis competitions. 

For instance, she shared an anecdote about a match in Miami in 2007, and how her resilience allowed her to win when others said she couldn’t. Despite being told her physical stance wasn’t the best for sports, in the end – she became an accomplished tennis player. 

Experimenting with an Analytical Edge

Marion’s early use of data and structured analysis with her father, who was a doctor, helped her to gain greater insights into what she could do to maintain a competitive edge in sports. 

This parallels our modern AI tools used to organize performance insights, which she also mentioned is a useful tool to accomplish your goals. 

Personal Motivation to Make Progress

Marion discussed how tennis is both a high-stakes competition and personal therapy.

She then shared how routine and repetition, confidence in preparation, and finding creative ways to take one step closer toward your goals is key. This aligns with our own brand beliefs, as Marion represents how determination in daring to go further can unlock new levels of success.  

In the end, success isn’t just raw talent – but the ability to adapt continuously.

Scaling the Summit: Personalization at Peak Traffic with Groupe La Poste

Next we heard from Nicolas Vandenbulcke & Cecile Breil from Groupe La Poste. Celebrating over a decade of innovation and partnership with AB Tasty, he shared their challenge in managing massive desktop and mobile traffic to improve navigation and service discoverability.

Climbing to the Top as a Team

La Poste’s strategy started with a deep analysis, shifted to focusing on menu optimization (burger navigation), and ended with  journey-wide personalization. Long-term, their target was to move beyond isolated pages and toward a more structured model of audience segmentation and global activation.

The results were clear. After involving dozens of cross-team contributors and using personalization as an entry point to broader experimentation culture – La Poste successfully built a community ecosystem. This allowed them to connect physical and digital life moments and ultimately – a more fulfilling user experience.

Curated for You: Elevating the Digital Boutique with Soeur  

Soeur, a powerhouse digital presence with high product volume and partnered with AB Tasty since 2024, joined us at our Experience Talks to discuss their e-commerce strategy. 

Focused on expanding their e-commerce operations including international optimization, merchandising, and the intersection of experimentation and personalization – Soeur was dedicated to discovering new ways to boost their personalization strategy. 

Brave Ideas to Bold Results

With over 500,000 Instagram followers and high product volume, Soeur teamed up with AB Tasty to go further.

Sour illustrated their journey in improving recommendations and search for their users, before heading into personalization.

Here were some of the key pages Seour sought out to optimize with AB Tasty:

They also employed pop-ups to provide users with customer support if there was inactivity. This method of intervening during cart hesitation helped shoppers to feel more confident in their potential purchase, such as by helping to reduce size uncertainty before a user accesses the size guide.

In the end, with success in increasing their recommendation pages and search bar revenue, Soeur was able to use behavioral insights and targeted activation to build a better foundation for ongoing experimentation. 

The Art of the Possible: Personalization Across the Maisons with LVMH

Sunny Song shared LVMH’s story in their adventure to accomplish the 3 D’s: drive, delivery, and development. 

The overview cards below will define each of the 3 D’s often used in the world of optimization:

Having partnered with AB Tasty since 2015, LVMH showcased their journey in omnichannel scale, seeking to move from multichannel to a truly cross-channel and omnichannel experience.

To work toward this goal, LVMH followed 5 main pillars:

• Identification
• Segmentation
• Activation
• Measurement
• Technical Foundations

This isn’t just theory, but a proven model for success – and LVMH’s story shows us how.

From a North Star to a Shared Galaxy

LVMH took a leap forward in their progress with personalization using these core pillars designed for success. 

This framework came to life through tangible actions at Maisons like Acqua di Parma, Maison Francis Kurkdjian, and FRED. By focusing on critical KPIs such as increasing login rates, enhancing product discovery, and boosting add-to-cart conversions – the teams turned strategy into measurable results.

The secret to scaling this success was their operating model, such as how LVMH curates a  culture of shared learning through internal workshops and detailed “Playbooks” that act as guides for personalization. 

By aligning every “Maison” around a central “North Star” metric, they allowed each brand to maintain its unique identity while still moving in the same direction. This proves value and building an insight-driven ecosystem of excellence.

Democratizing Data: The Voice of the Customer at Carrefour 

Next we had Laura Duhommet (CRO) and Pauline Massart (Customer Experience Manager) from Carrefour, which is a French based retail and wholesaling company. They recounted their mission to reduce risk, measure impact, and represent the customer’s voice.

Carrefour’s main mission was to experiment with the intent to better anticipate customer needs. 

This involved a collaborative model and a 4-key role approach to involve several teams including: 

• Business
• Product
• Tech/Data
• Design

CXO & AI Teaming Up For Your Next Big Win

Carrefour used both CXO Strategy and AI together to embark on their journey from the homepage through the checkout funnel using UX analysis, A/B testing, and NPS scoring.

Their CXO strategy, which included reworking product discovery across their home page, product pages, cart journeys and checkout funnel, made use of the following tools for their methodology: 

• UX analysis
• A/B testing
• NPS and custom scoring
• Business data analysis

Carrefour also used AI integration for internal insight repositories, in addition to several AI assistants to analyze results and boost efficiency. This fostered a culture of improvement, where every test, win or lose, could be viewed as a learning opportunity that feeds a continuous improvement loop.

In teaming up with AB Tasty, Carrefour was able to build a collaborative, experimentation oriented environment where AI enhances efficiency and CRO enables better decision making.

Celebrating the Bold: The Customer Experience Awards 

Nearing the end of our Experience Talks 2026, we announced the winners for this year’s award winners for:

• Best Mobile Strategy
• Best Merchandising
• Most Innovative
• Best AI Usage
• Most Engaged Clients

Some of our winners included L’Oréal Canada, SNCF Connect, Hello bank!, and Clarins – celebrating strategies that focus on simplicity, impact, and strong experimentation frameworks.

We also honored long-term partners who have shaped their industries through the strategic use of personalization and experimentation.

Here’s a breakdown of the winners from AB Tasty’s Experience Talks in Paris 2026:

Best Mobile Strategy

• Bronze: L’Oreal Canada & SNCF Connect
• Silver: Wurth & La Banque Postale
• Gold: MACIF

Best Merchandising

• Silver: Manutan
• Gold: Raja

Most Innovative

• Bronze: Sandaya 
• Silver: Clarins
• Gold: Hello bank!

Best AI Usage

• Bronze: Tikamoon
• Silver: SNCF
• Gold: Ma Demois Ellebio

Most Engaged Clients

• Bronze: Maxime Bonnet: E-Commerce Manager Oscaro 
• Silver: Lea Moraly: E-Commerce Director for Seour 
• Gold: Mathilde Veau: CRO Manager EMEA L’Occitane

Innovative Ideas For the Win

The “Most Innovative” category recognized brands that moved beyond traditional testing to build both unique and successful user journeys.

• Gold: Through the development of personalization tactics for users who had previously abandoned the application process, Hello bank! was able to encourage users to return and significantly improve lead generation.
• Silver: Clarins focused on maximizing the impact of their welcome pages to better engage new customers.
• Bronze: Sandaya used a “Headless & Data-Driven” approach to place product recommendations at the heart of their digital growth strategy and accelerate conversions.

Awarding Amazing AI Usage

These awards celebrated teams that best used AI to automate workflows and bring real-time user experiences to life.

• Gold: Mademoiselle Bio improved their testing velocity with AI by making a majority of their tests automatic. This drastically reduced test generation time, making it easier than ever to modify site elements like buttons and colors.
• Silver: Even in our long-standing partnership of over 10 years, SNCF Connect is still ready to take on new challenges –such as with AI. Using AI for both geolocalization and dynamic content to reduce friction in user’s search experiences, SNCF Connect was able to successfully increase engagement with service pages.
• Bronze: Tikamoon Tikamoon used AI to accelerate the development of mobile variations. This was done specifically by implementing a scroll indicator that encouraged users to explore more products and improved mobile click-through rates.

Game, Set, Match: The Networking Celebration

After the awards ceremony, we regrouped for drinks and small bites –opening the floor for a celebratory, collaborative environment where clients, speakers, and AB Tasty teams connect beyond the presentations.

During this cocktail hour, we were able to strengthen the human connections that fuel digital innovation.

Trial, Better, Repeat: Bringing the Vision Home

In the end, the best parts of A/B Tasty go beyond the tool itself – but in how our bold, powerful partnerships create a creative community that encourages everyone to take new steps towards brave experiments.

Experience Talks 2026 showed how our clients don’t just use the platform, but contribute to re-shaping the future of optimization.

Roland-Garros proved that tactics like personalization and customer experience innovation are mindsets that require more than just strategy – but teamwork to find the perfect winning serve. 

Find Your Winning Swerve

Want to join our community of courageous thinkers dedicated to continuous optimization?

FAQs

Still have questions about AB Tasty’s Experience Talks? Here are the answers you need.

What are Experience Talks?

AB Tasty’s Experience Talks is an annual events where we gather our clients together to showcase their progress in the world of optimization. It also serves as a chance for networking opportunities and for everyone partnered with AB Tasty to meet face to face.

What’s the difference between Experience Talks and Experience Next?

Experience Talks refer to congregating with our local, French clients an community to discuss peer learnings and real world insights. On the other hand, Experience Next is the international version of this event, with editions held in cities like London and New York. This draws in clients from all over the world to discuss global customer experience strategies.

When are the next Experience Talks/Experience Next events?

The next AB Tasty Experience Next events will be held in New York on May 6th, 2026 and in London on June 3rd, 2026.