The combination of traditional testing tools such as AB testing and multivariate testing, conversion and optimization tools and experts aimed at increasing spend while seeking to improve metrics. Tools that are outdated and unable to deliver meaningful insights that will result in rapid growth. The testing industrial complex is a machine that serves the purpose of the monopolies in the digital economy, rather than individual companies. It entrenches the idea that the only path to business growth is by investing more in paid search to drive impressions and clicks so that customers will find the products or services on offer. However, it’s limited to driving digital traffic with no guarantee that clicks convert into revenue. Companies are increasingly spending more to drive search results and not benefitting from any related growth. Optimization and experimentation requires a new approach, moving away from traditional testing tools to technology such as AI that generate meaningful insights and generate revenue lift.