Curious how reliable A/B testing really is? Join a UBC professor’s open lecture, “The Power and Lies of A/B Testing,” on April 9 at Shanghai Jiao Tong University’s Xuhui campus. The session explores how companies use A/B testing across platforms like Facebook, Google Ads, Douyin and WeChat—and why many tests can lead to misleading conclusions. Drawing on a review of 133 studies, the talk unpacks common data pitfalls and offers practical insights for managers on interpreting results and designing better experiments. The lecture is part of the UBC IMBA, a 20-month part-time MBA jointly offered by the UBC Sauder School of Business and the Antai College of Economics and Management.