<ul><li>A/B testing assumes isolated treatments and neat conclusions but real systems are unpredictable and complex.</li><li>In cases where fraud prevention or security are involved, A/B testing may not be reliable due to adaptability and response from adversaries.</li><li>In scenarios with ethical or high financial consequences, responsible product leaders rely on expert judgment and careful rollout strategies instead of A/B testing.</li><li>Low-frequency domains and small sample sizes pose challenges for A/B testing, leading to inconclusive results. Alternative methods like offline evaluation and simulation are preferred in such cases.</li></ul>

When A/B Testing Falls Short: Avoiding the False Confidence Trap

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