5min read

Finding Our Better: AB Tasty’s New Brand Identity

Cheers to Change

Good things happen to those who change. And that’s exactly what we did.

Change is what propels us towards progress.
Change is how we find our better.
Change is how we dare to go further.

Today marks a significant day in our history as a company. Today, we’re thrilled to share our updated brand identity with you. We’re stepping into a new era that better aligns our forever commitment to “test and learn” with our position in the market as a partner that helps brands push ideas even further.

With over 13 years in the industry, we’ve seen dynamic changes in the market. Brands now understand the importance and impact of continual experience optimization. The thriving experimentation sector has launched us into our most successful financial quarters following our strategic technology acquisitions. Beyond our strengthened AI and personalization portfolios, it’s become crystal clear that what makes us unique is our people. And our people are what make our customers happy.

Time to Talk Tasty

You may have noticed a few recent changes to AB Tasty – and we don’t mean just our new brand colors.

“Electric Blue” and “Crash Test Yellow” 

Although our vibrant visual identity may catch you by surprise, our rebrand is much more than just a cosmetic makeover. We’ve been very intentional with our decisions at each step of the way. 

Over the past 14 months, we’ve embraced some exciting technological advancements within our platform: 

  • In October 2022, we saw a big need in the market for more personalization and acquired a company specializing in recommendations and search solutions. 
  • In June 2023, we extended our personalization offering to help teams better cater to their different audiences and compete on a higher level. We acquired an emotions-based, personalization technology that enriches and expands our portfolio.
  • Then, we unified those platforms with our own API-based experimentation, personalization engine, and web solution.

Now, we’re happy to say that we are one unified platform offering everything that brands need for complete experience optimization. With our new brand identity, we proudly promote everything we are, everything we can be, and everything we want to be. 

Our strategic shift in branding was the logical next step after our tremendous period of growth.

New Look, Same Commitment

One thing hasn’t changed – and that’s our commitment to our clients. They are, and always will be our focus. 

Everything we’ve done will better suit the needs of our clients. Unifying our products into one harmonious platform allows for endless optimization opportunities and our our messaging reflects our human touch and leading expertise.

We are the optimization partners pushing brave ideas from the inside out.

Our Brand Story

Our clients need to be different, not just better. And for that, they need an optimization partner in their progress. Our commitment to customer support is consistently recognized on G2 and is something our clients rave about. Our team and the level of support we offer our clients have always been and will always be what makes AB Tasty great. That’s why we embed ourselves at the heart of company culture to push brave ideas from the inside out. 

How can we do that? By focusing on our three pillars as our foundation. 

  1. Human Touch: Our people are everything – they bring the soul and substance to our technology. We build relationships with our clients to transcend the transactional with our deep partnerships and client understanding.
  2. Leading Expertise: We back brave ideas with data and knowledge. We stay ahead as leaders of the industry and continue to learn with our “test and learn” culture. We make every move by choice, not chance by de-risking brave ideas. 
  3. Unifying Product: Our product connects teams, platforms, tools, and collaborators. We transform cultures changing the way our clients work and think. We work as a team with one vision and common goals. 

We do all of this so our clients can level up. We make their next step our next challenge. Giving them the courage and push they need to dare to go further. 


Every next step looks different for our clients, company, and people. That’s why we provide the courage and conviction to make it happen. 

We help our customers DARE TO GO FURTHER.

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