AG1 is one of the most recognizable brands in modern wellness, built on the mission of turning complex nutrition into a simple, repeatable daily habit.
Behind that simplicity is a sophisticated growth engine. As AG1 expands across products, audiences, and acquisition channels, the team is constantly testing new reasons to buy and new ways to match the post-click journey to shopper intent.
With Jurni, AG1 extended its in-house growth engine with an agentic experimentation layer. Within one week, the team had its first live experience. Since then, AG1 has generated 62 Agentic Landing Experiences, while monthly tracked revenue through Jurni increased 108%.
The result is a faster path from hypothesis to live, measurable experience across products, personas, and channels.
"Jurni operates like an extenstion of your growth team- it thinks in audiences, moves fast, and ships pages that are built for performance. We're generating audience-specific experiences at a scale and velocity that would've required a much larger team before. The impact on our performance metrics has been real. It's become essential infrastructure for how we run growth at AG1."
Jason Marshall, Chief Growth Officer
AG1
The challenge
AG1 already has a sophisticated in-house process for building post-click experiences, but the team’s appetite for testing outpaced what any traditional design and development process could ship. As the business expanded across products, audiences, and channels, the growth team needed more freedom to test new ideas.
At AG1’s scale, moving faster also meant preserving brand consistency, legal review, analytics, and reusable approved components. The challenge was more complicated than generating more experiences. It was also increasing experimentation velocity without losing the structure and control required by a regulated enterprise brand.
The goal:
Give AG1 a faster, AI-native, more flexible path from hypothesis to live experiment while maintaining the brand, compliance, and measurement standards required at its scale.
The performance-driving experiences
AG1 built Jurni directly into a multi-stage growth pipeline it already ran at scale.
Instead of treating every new audience, product, or message as a separate production project, AG1 began using Jurni as a repeatable layer between campaign strategy and execution. This meant a strong experience could become the foundation for the next one, or a new product could launch with multiple audience-specific journeys.
Jurni reduced the dependency on product and engineering for every new post-click experience and gave them a faster way to turn those ideas into live, measurable shopping experiences. Here’s how they operated:
Turning a strong structure into an experimentation system
One of AG1’s first Jurni experiences was built for shoppers searching for men’s health. Rather than sending them to the general AG1 page, the team created a journey with its own story, layout, and calls to action built around what those shoppers actually wanted.
The team then used the structure as a starting point for additional intent-matched experiences across women’s health, gut health, digestion, immune support, supplements, and GLP-1-related searches.
Why it works:
Experimentation stops being a series of isolated builds and becomes a system where each test can inform the next.
Expanding the system across products and reasons to buy
With the introduction of AG1 Pro, the team used Jurni to test the product from multiple angles from the start. Instead of committing to one positioning and waiting to see how it performed, AG1 generated distinct experiences around performance, muscle support, gut health, and combinations of those needs.
That meant the team could learn not only whether shoppers were interested, but also which reason to buy was most compelling for different traffic and intent. Each experience became its own measurable hypothesis while still fitting into the same organized testing system AG1 was using across the account.
Why it works:
Velocity allows brands to put several strategic hypotheses into market, gather meaningful data on each, and use those learnings to determine where to go next.
Turning one launch into multiple shopper journeys
With AG1 Essentials Gummies, the team took the same experimentation model and applied it to persona-based messaging. The team generated multiple experiences around different reasons the same product might matter to different shoppers.
The team tested which framing resonated with different traffic, duplicated URLs across channels to track performance separately, and allocated traffic to specific Jurni experiences to get a clearer read on what deserved more investment.
Why it works:
A single product launch becomes a testing system for multiple reasons to buy, helping the team learn which messages resonate with which shoppers and where to scale next.
Looking forward
AG1 built Jurni into a sophisticated experimentation model across products, audiences, and acquisition channels.
As that footprint grows, the opportunity is to compound what the team is already learning. Performance data from one experience can inform what to generate next, which messages deserve broader investment, and where a winning idea can be extended across products, personas, or channels.
For AG1, every experiment now feeds the next. That is what experimentation looks like at this scale.
