When it comes to building a successful, always-on experimentation program, the data and technologies at your disposal are important—but not as important as the strategy and culture supporting your efforts. In this session, we'll take a deep dive into what best-in-class testing and optimization looks like, explore the role of AI and data in making that possible, and discuss the major roadblocks keeping brands from achieving a true culture of experimentation (and what they can do about it).