The problem is not the AB testing, as it can be a good thing to improve the experience, the problem is poorly set, short sighted, OKRs. The author points that i

The problem is not the AB testing, as it can be a good thing to improve the experience, the problem is poorly set, short sighted, OKRs. The author points that in the text, as he mentions many times that the leadership never asks the right questions, mainly how it will impact the client in the long run (being NPS evolution, lifetime value, etc..)