AI enables infinite testing—even for B2B

Can you stop running A/B tests? MIT may have proved there's a better way.

While marketers obsess over attribution, MIT cracked the real problem: prediction.
They seem to have found new ways of simulating human behavior with startling accuracy.

Here's what they did:
Built AI agents grounded in behavioral psychology
Trained them on small samples of real human data
Tested them on 883,320 different scenarios
The AI predicted human choices better than game theory, better than statistical models, sometimes even better than actual human data from similar studies

The key insight?
When you ground AI in real behavioral science (think biases like loss aversion, social proof, etc) it doesn't just mimic human responses. It understands them.

This is your own marketing holodeck.

Right now, the testing bottleneck kills good ideas faster than the Terminator.
You brainstorm 50 concepts, test 5, scale 1.
The other 49 die in committee because testing is expensive and slow.

But what if you could simulate customer responses to all 50 concepts first?
Test everything.
Scale only what works.

MIT's agents reduced prediction errors by 53-73% compared to baseline models. In their largest test, the AI was 3.41 times more likely to predict what humans actually did.

Imagine your next campaign planning:
Instead of arguing about which concept to test, you simulate all of them.
The winners are obvious.
Spend your budget only on ideas that already proved themselves in simulation.

Think your creative lacks creativity?
When testing costs drop to near zero, you can afford to test weird stuff.
The campaigns that either bomb spectacularly or become legendary.

Right now, playing it safe is like choosing vanilla at Baskin-Robbins—boring and forgettable.
Brands that build this capability first won't just be more efficient.
They'll out-create everyone.

What's the wildest campaign idea sitting in your "too risky" folder?