Two major tech platforms behind experimentation and personalisation for brands including L’Oréal, LVMH, Decathlon, Puma and De Beers have officially merged, and relaunched as Wingify.
The new business combines DX optimisation and AI-powered experimentation platform AB Tasty and DX optimisation and A/B testing platform VWO. The company already boasts $105m+ in revenue, 4,000 customers and 700 staff across 11 offices, with the UK operation being a core part of the new combined company.
As well as joining forces under a single global brand, Wingify has launched a new digital experience optimisation platform, which combines experimentation, personalisation, customer insights, commerce optimisation, feature management and customer engagement through a shared data foundation and embedded AI engine.
The company describes this approach as agentic experience optimisation.
Wingify chief executive Sparsh Gupta said: “Bringing VWO and AB Tasty together was never just about combining two platforms. 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.”
At the heart 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.
Wingify CRO Alix de Sagazan commented: “Disconnected tools create hidden costs for teams. 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.”
Wingify co-founder and chief product and technology officer Ankit Jain added: “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.”
Wingify co-founder and chief customer and strategy officer Rémi Aubert concluded: “Our customers built real momentum with VWO and AB Tasty long before this merger. 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
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