The state of business experimentation 2026

Today’s business leaders are operating in an environment where decisions must be made faster, with less certainty and higher stakes. Shifting customer behavior, uneven economic pressure and accelerating adoption of AI are increasing both the volume and complexity of decisions — while confidence in outcomes remains difficult to sustain. 

In The state of business experimentation 2026 report, more than 100 retailers, restaurants and financial institutions were surveyed to examine how organizations are responding to a more complex decision landscape. It highlights where decision pressure is rising and how disciplined, in-market experimentation is becoming a critical source of decision confidence. 

Download the report to explore where organizations are focusing testing today across AI, mobile and digital marketing — and how experimentation is helping leaders move forward with greater clarity, confidence and control.