AB Tasty and VWO unite as Wingify to launch Agentic Experience Optimisation platform

New platform brings experimentation, personalisation, customer insights and engagement together through a shared data foundation and embedded AI engine

VWO and AB Tasty have today unveiled Wingify, bringing the two businesses together under a single global brand alongside the launch of a new digital experience optimisation platform following their merger earlier this year. The new Wingify platform combines experimentation, personalisation, customer insights, commerce optimisation, feature management and customer engagement through a shared data foundation and embedded AI engine. Wingify describes this approach as Agentic Experience Optimisation.

VWO and AB Tasty come together as Wingify

Wingify launches with more than $105 million in revenue, 4,000 customers and 700 employees across 11 offices worldwide, bringing together two businesses that have each spent more than 15 years in digital experience optimisation.

“Bringing VWO and AB Tasty together was never just about combining two platforms,” said Sparsh Gupta, CEO of Wingify. “It’s about giving our customers a clearer path forward, supported by a strong data foundation that helps them act. AI isn’t another layer we’ve added to the platform; it is part of its operating logic. It sees what is happening, decides what to do next and acts while the visitor is still on the page. Every decision is then measured, so relevance is something we can prove rather than promise.”

Introducing Wingz

At the centre of the platform is Wingz, Wingify’s embedded AI engine. Rather than operating as a standalone AI assistant, Wingz works within the optimisation process, using live behavioural data to identify opportunities, recommend and activate changes, and measure their impact. The platform’s approach is built around four stages:

Understand: Analyse behavioural, journey, affinity, intent and contextual signals to build a richer understanding of each visitor, including anonymous ones. 

Decide: Determine the next best experience, design, feature, message or recommendation based on those signals.

Act: Activate the decision across connected digital experiences while the visitor or customer is still engaged.

Measure & Learn: Test the outcome against business goals and feed those results back into the system to improve future decisions.

“Disconnected tools create hidden costs for teams,” said Alix de Sagazan, CRO of Wingify. “An insight from one tool has to be manually rebuilt somewhere else, and every handoff invites delay and errors. Wingify closes those gaps, so insight turns into action and action turns into a better experience.”

Ankit Jain, Co-founder and Chief Product & Technology Officer at Wingify, adds: “Most AI in marketing software is an assistant sitting on top of a product. It can tell you things, but it cannot do much, and it certainly cannot tell you whether it was right. We built this the other way round. It runs inside the loop, so it sees the signal, makes the call, activates the change, and then measures it. That last part is the hard part, and it is why we spent 15 years building the experimentation layer underneath it.”

What the merger means for customers

Wingify will continue to serve existing VWO and AB Tasty customers including L’Oréal, LVMH, Decathlon, Puma, Forbes, Motorola, AXA and De Beers.

“Our customers built real momentum with VWO and AB Tasty long before this merger,” said Rémi Aubert, Co-founder and Chief Customer & Strategy Officer at Wingify. “This isn’t about starting over. It’s about building on that momentum with a clearer set of tools and a platform designed to make every interaction more relevant than the last.”

The new site and brand are live today at wingify.com.

Source: Wingify

  AB Tasty, VWO, Wingify, Wingz