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I am here at Opticon 2023, Optimizely\u2019s annual conference, here in San Diego, California where there have been a lot of exciting announcements, and we\u2019re going to get to at least a few of those today.\nOrganizations that have a culture of experimentation are able to innovate more quickly and get to the best ideas by learning both what does and what doesn\u2019t work.\nToday we\u2019re going to talk about how marketers can use experimentation to get the most out of their MarTech stacks, their AI tools, and their collaborations in general.\xa0\nTo help me discuss this topic, I\u2019d like to welcome Kevin Li, VP, Product Strategy, Optimizely.\nRESOURCES\nPartnerHero: to waive set up fees, go to\xa0https://partnerhero.com/agile\xa0and mention \u201cThe Agile Brand\u201d during onboarding!\nOptimizely:\xa0https://www.optimizely.com\nThe Agile Brand podcast website:\xa0https://www.gregkihlstrom.com/theagilebrandpodcast\nSign up for The Agile Brand newsletter here:\xa0https://www.gregkihlstrom.com\nGet the latest news and updates on LinkedIn here:\xa0https://www.linkedin.com/company/the-agile-brand/\nFor consulting on marketing technology, customer experience, and more visit GK5A:\xa0https://www.gk5a.com\nCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology:\xa0https://www.agilebrandguide.com\nThe Agile Brand podcast is brought to you by TEKsystems. Learn more here:\xa0https://www.teksystems.com/versionnextnow\nThe Agile Brand is produced by Missing Link\u2014a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content.\xa0https://www.missinglink.company\nSYNOPSIS\nBuilding a culture of experimentation is crucial for organizations to thrive, but it is a challenging task that requires collaboration and involvement from various teams, including marketing, product, design, legal, and compliance. However, many organizations struggle to establish this culture due to factors such as lack of visibility, poor communication, and inefficient workflows.\nWithout the right tools and processes in place, teams can face difficulties in completing tasks and understanding what is happening. For instance, a customer from the financial services industry shared their experience of trying to solve a workflow problem using spreadsheets, approval chains, and email. In their case, a single change required approval from seven different people, resulting in inefficiencies and delays. This lack of streamlined processes and visibility can lead to confusion and frustration within the organization.\n\nLearn more about your ad choices. Visit megaphone.fm/adchoices