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Creative
Multi-Armed Bandit Testing
An adaptive testing method that dynamically shifts traffic toward better-performing creative variants while still exploring new options. Unlike A/B testing which splits traffic 50/50 until the test ends, bandit testing automatically reduces exposure to underperformers in real-time. Finds winners faster than traditional A/B tests by balancing exploitation (showing what works) with exploration (trying new things). Named after the slot machine problem in statistics.
Why it matters
It shifts budget toward the winner while the test runs, which costs less than a clean A/B but tells you less about why.
In practice
Use it for exploitation, not for learning. If you need a reliable read on which creative element worked, run a fixed split.
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