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Prompt-based experimentation (PBX) is a fast and intuitive way to create experiments using natural language prompts and generative AI. Instead of coding or relying on a Visual editor, simply describe the change you want to make. The AI then generates a measurable, targeted experiment that you can simulate and run directly on your website. For more information on creating PBX experiments, see Create a prompt-based experiment. For help writing effective prompts, see How to write effective prompts (dos and don’ts).
Kameleoon offers a free trial of prompt-based experimentation so you can explore its capabilities before committing. For more information on available PBX plans, see Prompt-based experimentation plans.

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What’s Prompt-Based Experimentation?

Prompt-based experimentation is a form of vibe experimentation. It provides a new way to create, configure, and analyze experiments using natural language prompts and generative AI. Instead of relying on a Visual editor or writing code, describe what you want to test and define your success criteria. The AI then generates a fully configured experiment that’s both targeted and measurable. PBX combines the flexibility of a Visual editor with the creative power of generative AI. It handles advanced layout changes, generates new elements, and applies brand-oriented designs, often exceeding the capabilities of traditional visual editors. PBX works directly on your existing website, allowing you to optimize and iterate without building new products from scratch.
To learn more about how PBX works, including its LLMs and how to get the most out of your prompts, see the PBX FAQ.

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Examples of what you can create

With prompt-based experimentation, you can:
  • Add dynamic Add to cart buttons on product pages that align with your brand’s identity.
  • Implement sticky headers or call-to-action bars consistent with your site’s design.
  • Introduce persistent, personalized pop-ups and tooltips triggered by user behavior.
  • Add infinite scroll to your website’s category pages.
  • Generate quizzes, forms, pop-ups, banners, and surveys that accelerate the customer journey and increase user engagement.

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Build experiments with PBX Build

PBX Build is the core prompt-based experimentation experience: the AI-powered editor where you describe a change in natural language and Kameleoon generates a targeted, measurable experiment from it. The articles in this section, including Create a prompt-based experiment and PBX Configure, cover how to use PBX Build to generate, refine, and launch variations.

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Generate test ideas with PBX Ideate

Kameleoon’s PBX Ideate analyzes your website to identify friction points and automatically generates optimization hypotheses. Developed in partnership with Conversion, a leading experimentation agency, this feature uses the Lever Framework to diagnose issues in five key areas:
  • Comprehension: Evaluates how clearly users understand your offer.
  • Motivation: Identifies what drives users to take action.
  • Trust: Assesses the credibility and legitimacy of your site.
  • Cost: Measures the perceived time, effort, and financial cost.
  • Usability: Evaluates how easily users can navigate and interact with your site.
PBX Ideate transforms these observations into actionable test ideas with predicted impact scores. You can review these suggestions and launch experiments directly in the PBX editor. To learn more about the logic behind these suggestions, see What powers PBX Ideate?. To learn how to add pages for analysis and review ideas, see Generate test ideas.

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Analyze results with PBX Analyze

PBX Analyze is Kameleoon’s AI engine for interpreting experiment results. After you launch an experiment built with PBX Build, PBX Analyze surfaces AI-generated insights, such as notable changes in conversion rate, revenue, and other key metrics, directly on the Takeaways page.

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Benefits of prompt-based experimentation

  • Speed: Build experiments in minutes instead of hours.
  • Accessibility: Non-technical users create meaningful tests without coding.
  • Scalability: Teams run more experiments and increase testing velocity without scaling developer resources linearly.
  • Quality: PBX automatically generates code that’s secure, responsive, and accessible.
  • Increased throughput and learnings: More tests lead to more learnings. A faster feedback loop accelerates insights.
For more information on the value added by PBX, see How does PBX differ from other vibe-coding tools such as Claude and Codex?.

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Before and after with PBX

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Prerequisites

Before creating a prompt-based experiment, meet the following requirements:
  • The Kameleoon PBX extension is only available on browsers that support the Chrome Web Store (for example, Chrome, Arc, Brave, Edge).
  • Install the Kameleoon PBX extension.
    1. Go to the Chrome Web Store and install the Kameleoon PBX extension.
    2. Once installed, you can create prompt-based experiments directly in your browser.
  • Install the Kameleoon script on your website: Implement the Kameleoon script on the site where you want to simulate or run your experiment. Without the script, Kameleoon can’t execute or track experiments.
  • Check your Content Security Policy (CSP): If your website restricts the loading of resources (scripts, images, media, CSS) via the CSP HTTP header, you must update your CSP to allow Kameleoon resources. Otherwise, PBX won’t load. Kameleoon notifies you with a warning pop-up if you need to update your CSP. Learn more about updating CSP for Kameleoon.
  • Allow third-party cookies: PBX uses a session cookie hosted on the Kameleoon domain for authentication. Ensure you turn off the Block third-party cookies option in your browser settings. If the PBX editor repeatedly prompts you to log in, verify that your browser allows third-party cookies.
For more information on PBX limitations and compatible sites, see the PBX FAQ.

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Fix login issues caused by blocked third-party cookies

If you can’t log in, your browser likely blocks third-party cookies. PBX requires a session cookie from the Kameleoon domain for authentication. You must enable third-party cookies to access PBX. To allow third-party cookies:
  1. Open your browser Settings.
  2. Go to Privacy & security > Third-party cookies.
  3. Select Allow third-party cookies.
Browsers often block third-party cookies in Private or Incognito modes automatically.
Ensure your browser allows these specific cookies:
  • refresh-token
  • kameleoonSessionId
  • access-token
  • expiration-access

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PBX extension capabilities

The Kameleoon PBX extension provides the necessary context for Kameleoon to understand your page’s content, structure, and design. This context allows the AI engine to generate variations autonomously while accounting for the specific details of the page. With the extension installed, use the Kameleoon PBX editor directly on any page of your website to build variants with AI. If you use a compatible browser without the extension, Kameleoon prompts you to download it.

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Data privacy and security

The extension doesn’t collect or transmit personal or sensitive data from your website’s visitors. When you build an experiment in the PBX editor, the extension captures and transmits all content visible on the page, including HTML structure, text, and screenshots, to the AI model. This data provides the necessary context for your prompt. While this ensures that Kameleoon sends no end-user data to the AI model, the model processes any information visible to you during the creation process. For more information, see How PBX protects personal or sensitive data.

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FAQ

PBX uses GPT 5.6 Sol as its thinking model.
Technical users can use general-purpose AI coding tools to generate JavaScript, CSS, or HTML and paste it into a Kameleoon experiment. PBX targets experimentation specifically and differs from those tools in several important ways.PBX targets experimentation, not just code generationBuilding an A/B test differs from building a standard website feature. Experiment code must be cautious, non-disruptive, dynamic, performant, and reliable across different page states. Kameleoon trained and optimized PBX on thousands of experimentation scenarios, so it performs more like a developer who specializes in A/B testing than a generic coding assistant.PBX provides richer page context to the modelWith a direct Claude or Codex workflow, you must manually explain the page, the DOM, the expected change, the constraints, and the technical setup. PBX automatically provides much richer context, including site-level information, real-time DOM analysis, page screenshots for visual understanding, and direct Figma imports where relevant.PBX applies Kameleoon-specific experimentation logicPBX generates code that works with the Kameleoon JavaScript API, including methods such as runWhenElementPresent() and enableDynamicRefresh(). These methods listen to DOM mutation observers and help manage complex dynamic websites, single-page applications (SPAs), DOM changes, rerendering behavior, and flicker. Code that a general-purpose assistant generates may work in some cases, but it typically requires more manual adaptation, QA, and maintenance to remain robust in an experimentation context.PBX guides you through a human-in-the-loop workflowPBX does more than generate code from a single prompt. The interface asks follow-up questions, guides you through design and implementation choices, and lets you validate at multiple steps before you launch a variation. This approach makes the experience well-suited to building experiments.PBX integrates into the full Kameleoon workflowA general-purpose AI workflow typically fragments the process across multiple steps: prompt creation, code generation, technical review, manual insertion into Kameleoon, troubleshooting, and then separate configuration of targeting, goals, launch, and analysis. PBX integrates directly into the experimentation workflow, making the process faster, safer, and more scalable for product, marketing, and technical teams.Supporting developer-led workflowsYou don’t have to choose between the two approaches. For technical teams that prefer to work with Claude, Codex, Cursor, or similar tools, the Kameleoon MCP server lets you connect those tools directly to Kameleoon and integrate them into your existing workflow.Summary: A general-purpose AI tool requires more effort, more QA, more maintenance, and greater dependency on technical users, which ultimately increases costs. PBX provides a dedicated experimentation tool that makes the process easier, safer, and more scalable within Kameleoon.
You can use PBX on most websites, including single-page applications. Each time you submit a prompt, Kameleoon sends page context, such as HTML code or screenshots, to help the AI interpret the content. However, the AI might not properly handle context within iframes or a shadow DOM. If you frequently experience this issue, contact your Customer Success Manager.
Kameleoon processes PBX data in the PBX editor, not in a separate data warehouse or analytics pipeline. When you build an experiment, the Kameleoon PBX extension captures the content visible on that page, including the HTML structure, text, and screenshots, and sends it to the AI model as context for your prompt.Kameleoon processes this page content only when you create or edit an experiment from a page you control. Kameleoon doesn’t process or transmit data for each individual site visitor.For more information, see How does PBX protect personal or sensitive data?.
PBX keeps your data secure and meets industry standards, including those for regulated sectors.PBX invokes the LLM only when you create an experiment from a webpage you control. This setup ensures that:
  • PBX sends no end-user data to the LLM.
  • The model processes only the page content visible to you as the creator, excluding site visitor data.
  • PBX doesn’t dynamically generate experiments for each user. PBX creates them once from your environment.
PBX doesn’t access or transmit personal or confidential information unless you include it in the page or prompt. Avoid including such data.
Kameleoon continuously improves the PBX workflow to maintain high privacy and compliance standards.
Kameleoon doesn’t send end-user or site-visitor data to the AI model at any point, so that data can’t be part of a training process. PBX invokes the model only when you create or edit an experiment, using the page content visible to you at that time.PBX Ideate’s prioritization model draws on patterns from Kameleoon’s broader experimentation history, aggregated across tens of thousands of experiments, rather than on the specific prompts, page content, or code from your account.For a formal statement on data usage that meets your organization’s compliance requirements, contact your Customer Success Manager.
You don’t need to install a script to generate ideas or use PBX for frontend experiences. However, to run these experiments live on your site, you must install Kameleoon Web Experimentation.