The state of business experimentation 2026

Organizations today face a new reality: more signals, greater speed and rising pressure to act. Anchored in Mastercard’s annual report, The state of business experimentation 2026, this session explores how leading teams are responding — using experimentation as a repeatable system for decision-making, grounded in evidence, incrementality and real-world learning.

This session draws on insights from more than 100 organizations using Mastercard Test & Learn®, featuring panelists from Starbucks Turkey (Alshaya Group) and Bath & Body Works. Together, they’ll unpack where decision pressure is intensifying and how in-market experimentation is critical to making confident, real-world decisions.

• Why decision pressure is rising across industries and what it means for your team

• How leading organizations are using experimentation as a repeatable decision system to align stakeholders and move with speed

• Where AI is accelerating test design to scale experimentation and confident decision-making

• Why incrementality is critical to validating what truly drives business outcomes 

• What your organization can learn from 100+ peers using Mastercard Test & Learn®