# A Recap of the 2026 Experimentation Conference at Booking.com

DevFeed: [A Recap of the 2026 Experimentation Conference at Booking.com](<https://devfeed.tech/articles/a-recap-of-the-2026-experimentation-conference-at-booking-com-30447.md>)

Original publisher: [Read original article](<https://booking.ai/a-recap-of-the-2026-experimentation-conference-at-booking-com-f43d48698fcd?source=rss----4d265f07defc---4>)

Author: Mel JI Mueller

Published: 2026-07-16T08:18:03Z

Content type: article

Language: en

Sources: [Booking.com Data Science](<https://devfeed.tech/sources/booking-com-data-science.md>)

Topics: [experiments](<https://devfeed.tech/topics/experiments.md>), [decision-making](<https://devfeed.tech/topics/decision-making.md>), [Artificial Intelligence](<https://devfeed.tech/topics/ai.md>), [Tooling](<https://devfeed.tech/topics/tooling.md>)

Tags: [2025](<https://devfeed.tech/tags/2025.md>), [ai](<https://devfeed.tech/tags/ai.md>), [analysis](<https://devfeed.tech/tags/analysis.md>), [data-science](<https://devfeed.tech/tags/data-science.md>), [events](<https://devfeed.tech/tags/events.md>), [experimentation](<https://devfeed.tech/tags/experimentation.md>), [organizational](<https://devfeed.tech/tags/organizational.md>), [parallel](<https://devfeed.tech/tags/parallel.md>), [recap](<https://devfeed.tech/tags/recap.md>), [themes](<https://devfeed.tech/tags/themes.md>)

## AI overview

A recap of Booking.com's 2026 Experimentation Conference, which brought together more than 150 experimentation practitioners from 49 companies. The article summarizes survey findings, conference themes, and sessions on AI-assisted experimentation, experimentation quality and velocity, and organizational culture.

## Source excerpt

By Kevin Anderson, Angelica Goetzen, Jorden Lentze, and Melanie Mueller On May 18, 2026, we hosted the third annual Experimentation Conference at Booking.com on our Amsterdam campus. What started in 2024 as an experiment itself -- would large-scale experimentation practitioners come together to learn from each other? -- has grown into an event which brings together over 150 practitioners from 49 companies which run experiments at scale. About one third of attendees came back a second or third time. The room collectively ran 56,000 experiments per year. It's a unique crowd, and that's exactly the point. The day opened with sharing the results of the survey data we collected from the participating companies on the state of experimentation across the room, revealing some interesting findings: most teams operate a centre of excellence model, roughly a third release over 90% of features through controlled experiments, and the top challenges are scaling, coordination, platform tooling, and culture. These shared experiences helped shape the programme. We had three sessions, grouped by the three conference themes: AI and experimentation: AI-assisted analysis, no-code experimentation Quality / velocity tradeoff: High-quality vs high-speed experimentation Experimentation culture: Build organizational buy-in and data-driven decision-making Each session followed the same format: two talks, then a panel discussion on the same topic. We closed with nine parallel breakout groups for deeper conversation. Below is a recap of the key sessions. Read the recap of 2025 | Read the recap of 2024 Session 1: AI and experimentation The conference started off with the hot topic of AI in experimentation. AI is changing how we experiment and how we support experimenters. How Experimentation Protects Decisions in an AI-Written World -- Marcel Toben Marcel Toben, Head of Engineering at Zalando, opened with a provocation he'd recently heard from software engineers in Berlin: nobody on his team had wr