How leaders make decisions drives competitive advantage. 

For the last decade, customer-centric decision-making has been the gold standard. The next frontier is AI-driven decision-making. 

We pioneered the use of rapid prototyping and customer experimentation at scale. We used experimentation concepts from our work at Zynga in the mid-2000s to understand what customers want, then adapted those concepts to the heavily regulated world of healthcare to build and validate Rally Health (acquired by UnitedHealthcare), and then made that capability available to all large, complex, regulated organizations when we co-founded Feedback Loop (acquired by DISQO). In doing so, we've transformed the way leadership teams validate and decide what products to build, what markets to enter, and what strategies to pursue. 

We’ve run over 10,000+ experiments for 50+ Fortune 500 companies, helping large, complex, and highly regulated organizations compete against fast-moving technology companies. The products we’ve validated are used by hundreds of millions of users worldwide. (We’ve also helped invalidate and kill dozens of ideas that, thankfully, never made it in front of a single user). 

In 2023, we launched ArcticBlue AI to combine customer experimentation and rapid prototyping with the untapped potential of Generative AI, to once again transform the way leaders make decisions. 

We look forward to partnering with you as you commence reimagining the way you work. 

Thor Ernstsson & Anuraag Verma
Co-founders, ArcticBlue AI