Real-time personalization and A/B testing serve different purposes:

• Real-time personalization: Use for delivering individualized experiences based on real-time user data. Ideal for product recommendations, content customization, and dynamic offers when you have rich user profiles
• A/B testing: Use for testing new features, optimizing conversion funnels, or validating design changes with statistical significance
• Use both together: A/B test your personalization algorithms and use test results to inform personalization strategies

Using Snowplow's event pipeline and trackers, you can implement this capability with granular, first‑party data and real‑time processing.