Now, that's new. We have all used Optimizely or Crazyeggs etc. But all that these tools do is provide data and graphs for you to base your decisions on. Now, there is something called Evolutionary Algorithms.
Evolutionary algorithms (EAs), a class of AI techniques, are uniquely suited for these kinds of problems. Inspired by principles of survival of the fittest, EAs generate a population of candidate solutions — in this case, configurations for online content — then measure their performance and move on to building new candidates based on the more successful candidates already measured. In other words, you give a program messaging ideas, image options, page layouts and more, and the EA mutates, combines and evolves to find the best configuration for success on a particular site.
Who is looking forward to this? See more about chatbots and deep learning etc here