experimentation
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The French Startup That Turned "Just Test It" Into a Global Experiment
For sixteen years AB Tasty sold brands a simple idea: stop arguing about what works on your website and test it. In January 2026 it merged with its biggest rival to prove the point at scale.
Sherpa
Sherpa is a San Francisco startup building an AI agent that makes websites improve themselves. It installs with a single line of code, studies how visitors behave, generates on-brand variants of pages and flows, runs A/B tests on live traffic, and ships the winners - all without a designer, developer, or analyst in the loop. Founded in 2026 by ex-Lindy engineers Ethan Kinnan and Norbu Sonam and backed by Y Combinator (Spring 2026 / P26 batch), Sherpa also optimizes sites for AI agents, tuning agent-facing pages so that assistants recommend a company more often. Early customers report 15-35% lifts in their primary conversion metric within the first 30-60 days.
Aampe
Aampe is a San Francisco-based company building agentic AI infrastructure for personalized customer experiences. Instead of relying on generative AI, it assigns a dedicated reinforcement-learning agent to every individual user that continuously experiments and learns what content to send, when, and whether to send anything at all. The platform has deployed over 100 million agents across hundreds of consumer apps on four continents, helping product, data science, and lifecycle marketing teams move from rule-based campaigns to continuous, per-user adaptation.
PostHog
PostHog is an all-in-one, open-source developer platform that bundles product analytics, web analytics, session replay, feature flags, A/B testing, experiments, surveys, error tracking, a customer data platform, and a data warehouse into a single stack engineers can self-host or run in the cloud. Founded in 2020 by James Hawkins and Tim Glaser through Y Combinator, it lets product engineers track usage, ship features, and keep customer data in one place rather than stitching together a dozen SaaS tools. The company reached unicorn status in 2025 with a $75M Series E at a $1.4B valuation.
LaunchDarkly
LaunchDarkly is a feature management platform that lets software teams release, target, and measure code changes behind feature flags. Founded in 2014 in Oakland by Edith Harbaugh and John Kodumal, the company turned the homegrown 'if/else' toggle into an enterprise control plane used by more than 2,000 customers including Atlassian, IBM, Square, NBC, and Ryanair.