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

What happened

AB Tasty and VWO, two established names in experimentation and optimisation software, have combined under a single parent brand, Wingify, and used the move to introduce what they are calling an Agentic Experience Optimisation platform. The announcement, reported by Adweek, positions the unified company around a new category of experience tooling built on autonomous, AI-driven agents rather than the traditional A/B-testing and personalisation toolsets both brands were previously known for.

Details of the merger structure and the specific capabilities of the new platform are still emerging, but the core signal is clear: two separate vendors serving overlapping markets — conversion-rate optimisation, personalisation and experimentation — are consolidating identity and go-to-market under one name, with "agentic" AI positioned as the unifying technology layer going forward.

Why it matters

The move reflects a broader shift underway across the martech and CX-tooling landscape, where vendors built on manual experimentation workflows are repositioning around autonomous AI agents that can propose, run and act on optimisation decisions with less human orchestration. Bundling two established platforms under one brand also signals consolidation pressure in a crowded experimentation market, where scale and a unified AI narrative are increasingly necessary to compete against larger martech and CX suites.

For digital and CX leaders, the emergence of "agentic" experience optimisation suggests the category is moving beyond testing-and-reporting tools toward systems that can take action on customer experience in closer to real time. That has implications for how teams govern experimentation, how much autonomy is handed to AI systems touching live customer journeys, and how vendors will need to prove trust and explainability as agents take on more decision-making.

The Renascence take

Rebrands around "agentic AI" are proliferating across martech, and the label alone says little about what actually changes for the customer. The real test is whether autonomous agents improve the quality and speed of experience decisions without eroding the judgement and context that good experimentation programmes depend on.

Most organisations will treat this as a tooling upgrade; the sharper read is a governance question. Handing optimisation decisions to agents raises the bar on guardrails, auditability and human override — not just on what the AI can test, but on what it should be allowed to change unsupervised. Operators evaluating this platform, or any "agentic" CX tool, should ask vendors to show exactly where human review still sits in the loop, because the brands that get this wrong will ship faster experiments and slower trust.