A/B testing has a rich history, dating back to mail order catalogs, where companies like Sears tested different versions to gauge customer response. Pete highlights the challenges faced by marketing teams in tech companies, often hindered by engineering backlogs. The breakthrough came with the creation of a user-friendly visual editor, empowering marketers to conduct experiments independently. Today, the focus has shifted to providing robust tools for product development teams, aiming to enhance experimentation across large organizations.
