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After two decades in digital strategy, I’ve seen trends come and go — but this shift feels different. The barriers that once separated marketers from developers are collapsing as AI takes over the execution layer of personalization and experimentation. Platforms like Optimizely, Kameleoon, and AB Tasty are embedding intelligence into every click and workflow. The result? Strategy, not setup, is the new competitive edge. The teams that win won’t just automate faster — they’ll think faster, connect insights to outcomes, and turn AI from a buzzword into a growth engine.