Ever since “smart bidding” entered the scene, machine learning has steadily infiltrated more of the digital marketing world. These days, the most competitive strategies hand over big chunks of control to ad networks to find your audience and set bids—based on the rules you give them. But don’t get too comfortable. Letting AI drive doesn’t mean you’re off the hook; it means your strategy has to work harder to make sure the networks don’t waste your budget chasing ghosts.
We’ve talked before about value-based bidding, so this time, let’s focus on the real test: testing.
Testing with AI: It’s Not What It Used to Be

Here’s the deal: AI-driven optimization can feel like testing in quicksand. Conditions change constantly because the algorithm is always tweaking things in the background. If you haven't already, check out our case study on AI optimization gone awry. It’s a far cry from the clean, controlled A/B tests we used to love.
Take copy and creative testing, for example. Remember when we’d run head-to-head comparisons to declare a “winner”? Yeah, that’s not how it works anymore. Ad networks now reward variety over any one brilliant idea. In fact, just adding more creative options—even if they don’t outperform the original—can boost the performance of your existing ads. Why? Because the networks “like” having options and will reward you for it.
Then there’s the dreaded learning phase—a machine-learning marketer’s rite of passage. Launch something new, and you’ll likely see a period of inefficiency and unpredictability while the system figures out what works. It’s messy, it’s frustrating, and it’s unavoidable if you want to play in AI’s sandbox.
How to Test Smarter in the AI Era
Here’s how to keep your sanity (and your budget) intact while testing with AI:
Set Up Controls: Whenever you’re launching something new, give yourself a baseline or control to compare against. It’s the best way to know if your changes are actually driving results—or just coincidence.
Get Comfortable with Waiting: Testing with AI requires patience. The first week or two of results? They’re probably lying to you. Know your tolerance for waiting out the learning phase, and don’t flinch.
Do Your Homework: Understand the learning curve of the platform you’re testing on. If you’re not prepared for how long optimization takes, testing can get expensive fast.
Focus on What Matters: Forget chasing a “clean winner” in your tests. The real question is: does this work for your business? AI is dynamic and black-box-y—don’t expect to pull universal insights from it.
Final Thoughts
AI and testing go hand in hand; AI offers opportunities, but testing reveals what drives growth for your business. Yes, it’s messy. Yes, it’s complicated. But when you find the balance, the results can be game-changing. And if it still feels overwhelming, don’t sweat it—an experienced partner can help you sort it out.