How has AI changed experimentation? Yeah, AI has been the biggest driver of change in experimentation I've seen in
all my career. I can't believe more people are aren't using based experimentation today. Fred de Toddaro is one of the world's
most knowledgeable people on AI and experimentation. What company do you
think is doing experimentation best? I'm not going to choose the usual one like Netflix, Airbnb, Microsoft and so
on. I'm thinking about, you know, a company called Booking.com. What are the biggest mistakes PMs make when it comes
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