Traditional A/B testing can be biased in terms of results and limited in terms of designs available for testing. Ultimately, someone has to choose something, and if you end up choosing two ineffective sites for testing, the results will be meaningless. But not so for RateCity, which engaged an artificial intelligence (AI) solution via Sentient for a recent site testing, which resulted in a 51 per cent uplift in conversions. The solution was so successful, the home loan conversino website is applying the solution across its various verticals moving in the future. Like many businesses, RateCity could see the value in A/B testing, but didn't have the time or resources with its small team to undertake the amount of testing required in-house.