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* Retailers testing merchandising layouts across their door base
* The UK government, through research projects such as the College for Teaching and Learning's Close the Gap: Test and learn <ref>{{Cite web | url=https://www.gov.uk/government/publications/closing-the-gap-test-and-learn | title=Closing the gap: Test and learn}}</ref>
* Online retailer Amazon frequently employs the Test and Learn methodology to determine the effectiveness of different homepage layouts, product recommendation algorithms, and pricing strategies. Using A/B testing, Amazon evaluates the performance of various strategies, which helps the company to make data-driven decisions.<ref>{{Cite web |date=2020-08-20 |title=Using A/B testing to measure the efficacy of recommendations generated by Amazon Personalize {{!}} AWS Machine Learning Blog |url=https://aws.amazon.com/blogs/machine-learning/using-a-b-testing-to-measure-the-efficacy-of-recommendations-generated-by-amazon-personalize/ |access-date=2023-07-26 |website=aws.amazon.com |language=en-US}}</ref><ref>{{Cite web |title=PFLB Platform - Exploring Test and Learn: A Scientific Examination of Predictive Business Strategies |url=https://platform.pflb.us/ |access-date=2023-07-26 |website=platform.pflb.us |language=en}}</ref>
* Streaming service Netflix, known for its data-driven decision making, often employs the Test and Learn methodology for its algorithms, user interface, and even content creation. For instance, Netflix has tested different thumbnail images for its shows to see which ones generate the most views.<ref>{{Cite journal |last=van Es |first=Karin |date=2022-09-26 |title=Netflix & Big Data: The Strategic Ambivalence of an Entertainment Company |url=http://journals.sagepub.com/doi/10.1177/15274764221125745 |journal=Television & New Media |language=en |pages=152747642211257 |doi=10.1177/15274764221125745 |issn=1527-4764}}</ref>
== Test and learn in practice ==
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