Customer preferences continue to evolve, and brands must continue to adapt. At Celebrity Cruises, that continuous learning happens with the help of artificial intelligence, A/B testing, creative concepts and an eye toward experimentation. Neena Vincente, AVP of global ecommerce, takes attendees on a tour of the cruise line’s fresh approach to AI-powered personalization, and the way the company has leveraged testing and optimization tools to improve website conversion and user experience. The result? More bookings and higher revenue. Celebrity has been able to maximize search marketing with granular audience segments and automation — and better understand consumers along the shopping journey.