Observed Signal · Jan 21, 2026 · M&A - Announced · Source: CMSWire · Impact: 3/5 · Sentiment: Positive
VWO and AB Tasty Merge to Form $100M Optimization Platform
VWO and AB Tasty, two digital experience optimization vendors, have agreed to combine into a single platform expected to generate over $100 million in annual revenue with more than 4,000 customers. Backed by Everstone Capital, which increases its investment to remain the largest institutional shareholder, the merged entity will offer AI-led experimentation, real-time adaptive personalization, and behavioral analytics. VWO co-founder Sparsh Gupta will serve as CEO, with Ankit Jain as chief product and technology officer. AB Tasty co-founders Rémi Aubert and Alix de Sagazan will take chief customer and strategy officer and chief revenue officer roles, respectively. The merger follows AB Tasty's recent AI initiatives, including the launch of its agentic AI engine Evi and the acquisition of Wandz.ai.
Consolidation of two major digital experience optimization vendors creates a larger AI-powered platform, impacting the competitive landscape for CX and marketing technology.
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Key Takeaways & Evidence Grounding
- VWO and AB Tasty agreed to combine on Jan. 20, 2026.
- The merged entity expects over $100 million in annual revenue and 4,000 customers.
- Everstone Capital is investing additional capital to remain the largest institutional shareholder.
- VWO co-founder Sparsh Gupta becomes CEO of the merged company.
- AB Tasty launched agentic AI engine Evi in November 2025 and acquired Wandz.ai.
Connected Companies & Entities
2 Entities mapped“VWO and AB Tasty agreed on Jan. 20 to combine into a single digital experience optimization platform....”
“Fullstory's acquisition of Usetiful exemplified the market's direction, extending behavioral analytics with digital adoption tools....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
AB Tasty and VWO Unite Under Wingify Brand
AB Tasty and VWO have officially merged under the new brand Wingify, launching a unified experience optimization platform powered by AI agents. The combined entity reports over $100 million in annual revenue, more than 4,000 clients globally, and over 800 employees across 20 countries. The platform integrates experimentation, personalization, feature management, commerce optimization, and engagement on a single data layer. Central to the platform is Wingz, an embedded AI that operates within existing workflows, guided by the 'Smarter Loop' framework of Understand, Decide, Act, Measure & Learn. The company is led by four co-founders: Sparsh Gupta (CEO), Rémi Aubert, Alix de Sagazan, and Ankit Jain. Existing clients of both VWO and AB Tasty now have access to the unified platform, with notable brands including L'Oréal, LVMH, Decathlon, Puma, Forbes, Motorola, AXA, and De Beers.
Fullstory Acquires Usetiful to Connect Analytics and Action
Fullstory, a behavioral data analytics company, announced on November 3, 2025, the acquisition of Usetiful, a digital adoption platform known for in-app guides and surveys. This marks Fullstory's first technology and talent acquisition. The integration combines Fullstory's behavioral data platform with Usetiful's engagement tools, enabling real-time personalized experiences such as in-app guides, onboarding tours, real-time support, and feedback tools. The goal is to help product, CX, and employee experience teams convert behavioral insights into actions, driving feature adoption, user engagement, and conversion rates. The acquisition reflects the growing importance of AI-driven personalization and actionable analytics in digital experience platforms.
Jay Askinasi to Lead Skydance Ad Sales; WBD Ad Leaders Exit
The $110 billion merger between Paramount Skydance and Warner Bros. Discovery has resulted in a leadership shakeup in ad sales. Jay Askinasi, who served as Paramount's chief revenue officer, will lead ad sales for the newly combined company, Skydance. Meanwhile, WBD's ad sales leaders, Ryan Gould and Bobby Voltaggio, are departing. Additionally, David Decker has been named president of content sales, and Ray Hopkins has been appointed president of distribution. The announcement was made by JB Perrette, co-chair and chief business officer of Skydance TV and Skydance DTC, who praised the new leaders for their experience and industry relationships. This move consolidates ad sales leadership under Askinasi following the historic merger.
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