AI Is Now Running Your Website’s A/B Tests For You

According to Forbes, the e-commerce landscape is shifting fast, with U.S. online shopping up 7.7% year-over-year during 2025’s Cyber Week and a staggering 670% increase in traffic from AI-powered chat services and browsers. In this new reality, a startup called Moonshot AI, co-founded by CEO Aviv Frenkel, is using AI to fully automate website optimization. Their system analyzes sites, hypothesizes fixes, runs A/B tests, and implements winning changes autonomously. They recently completed a $10 million seed round led by Mighty Capital. The results are concrete: luxury skincare brand DefenAge saw a 14% boost in conversion rate and a 30% jump in revenue per visitor using the tool. This comes amid a major rebound for Israeli tech, with private investment hitting an estimated $15.6 billion in 2025.

CRO Is No Longer Voodoo

Here’s the thing: conversion rate optimization has always been a messy, expensive, and slow human endeavor. Frenkel admits that when he ran an e-commerce site, “CRO was like voodoo.” You needed a whole team of developers, designers, and data analysts to run tests, and even then, you were often just guessing. What Moonshot and tools like it are doing is basically productizing three decades of that trial-and-error experience. They train their AI on data from thousands of websites to learn what actually moves the needle—things like button color, copy placement, or checkout flow. Then, they let it loose on your site. It’s a shift from using AI to just suggest a better headline (which many competitors do) to letting it run the entire experimental lab. That’s a pretty big leap.

The Bigger Picture: Automating Expertise

This trend is about more than just slicker websites. It’s about the systematic automation of expertise. For decades, companies like Amazon and Google turned A/B testing and data science into a core competitive advantage. Now, that very advantage is being packaged into a SaaS product. The immediate return on investment is the hook—who wouldn’t want a 30% lift in revenue per visitor? But the long-term implication is that a fundamental marketing skill set is being commoditized. If an AI can continuously test and optimize your site in real-time, what happens to the internal CRO team? They probably get redeployed to work on strategy that the AI can’t yet handle. But it’s a clear sign that the goalposts for “value” in tech are moving from analysis to action, from insight to autonomous execution.

Israel’s Sector-Specific AI Bet

It’s no accident that Moonshot is an Israeli company. The Startup Nation Central report highlights a decisive pivot in the country’s famed tech ecosystem. After years of foundational AI research, the focus is now on vertical, sector-specific solutions. Moonshot isn’t a general-purpose chatbot; it’s AI built specifically for e-commerce optimization, leveraging domain-specific data. This approach is proving lucrative, attracting massive investment and even bigger exits. The report notes $74.3 billion in M&A and exits last year. That signals deep confidence. Investors aren’t just betting on cool AI tech; they’re betting on targeted tools that solve expensive, tangible business problems—like a website that isn’t converting. It’s a smarter, less hype-driven market.

Where Do Humans Fit In?

So, if the AI is running the tests and implementing the changes, what’s left for people? Strategy. Creative direction. Understanding brand voice in a way an algorithm can’t. The AI might find that a huge, red “BUY NOW” button increases conversions by 2%. But a luxury brand might veto it because it cheapens the experience. The human role becomes curatorial and strategic. We set the guardrails and the goals—increase average order value, appeal to a new demographic—and let the AI figure out the fastest path to get there within those bounds. The promise is to turn marketers from button-pushers and test-watchers into true directors. Whether that actually happens, or if it just leads to more layoffs in marketing ops, is the billion-dollar question. One thing’s for sure: the data from Adobe shows traffic sources are changing radically. If you’re not using AI to optimize your site, you can bet your competitors are. The game has changed.