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A/B experimentation is a known technique for data-driven product developmentand has demonstrated its value in web-facing businesses. With thedigitalisation of the automotive industry, the focus in the industry isshifting towards software. For automotive embedded software to continuouslyimprove, A/B experimentation is considered an important technique. However, theadoption of such a technique is not without challenge. In this paper, wepresent an architecture to enable A/B testing in automotive embedded software.The design addresses challenges that are unique to the automotive industry in asystematic fashion. Going from hypothesis to practice, our architecture wasalso applied in practice for running online experiments on a considerablescale. Furthermore, a case study approach was used to compare our proposal withstate-of-practice in the automotive industry. We found our architecture designto be relevant and applicable in the efforts of adopting continuous A/Bexperiments in automotive embedded software.

An architecture for enabling A/B experiments in automotive embedded software