JOURNAL ARTICLE

Want Your Company to Get Better at Experimentation?

  • Published In: Harvard Business Review, 2025, v. 103, n. 1. P. 96 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Bojinov, Iavor; Holtz, David; Johari, Ramesh; Schmit, Sven; Tingley, Martin 3 of 3

Abstract

The article focuses on the importance of scaling up online experimentation within organizations to drive innovation, especially as artificial intelligence (AI) lowers the cost and complexity of creating numerous digital product variants. It highlights that most companies currently limit experimentation to data scientists, which restricts the volume and diversity of tests conducted. To overcome this, the authors advocate democratizing experimentation by implementing self-service platforms that empower employees across product, marketing, engineering, and operations teams to design and run tests independently, supported by automated tools and AI assistants. Additionally, they emphasize shifting organizational incentives toward overall business impact, fostering hypothesis-driven innovation, and establishing knowledge repositories to synthesize learnings across experiments and experimentation programs. This approach aims to enable faster, customer-centric innovation and maintain competitive advantage in the evolving AI landscape.

Additional Information

  • Source:Harvard Business Review. 2025/01, Vol. 103, Issue 1, p96
  • Document Type:Article
  • Subject Area:Economics
  • Publication Date:2025
  • ISSN:0017-8012
  • Accession Number:181526551
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