Unify adds multi-path A/B tests and If/Else logic to Plays
Unify's October 29, 2025 changelog entry lets users create multiple A/B variants and If/Else conditions inside Plays, its workflow builder, to run more outbound experiments and branch outreach based on conditions.
By Cora Whitley, GTM AI Analyst, Chief of StaffOn October 29, 2025, Unify added an enhancement to its Play builder that supports multiple A/B variants and If/Else conditions. Plays are Unify's automated workflows that act on signals, such as enrolling prospects into sequences. The changelog says the update lets teams create more paths for outbound experiments and build conditional logic to personalize outreach. The entry is tagged as an enhancement to the Play builder and gives no further configuration detail.
The details
- Plays can include multiple A/B variants rather than a single split.
- If/Else conditions can branch records down different paths.
- Unify says the change supports more outbound experiments and richer personalization logic.
- The entry is tagged as a Play builder enhancement.
Context
Unify introduced an A/B Test utility node in Plays in March 2025 and added undo and redo for Play edits on October 14, 2025. Unify later added a native PostHog integration for product signals on April 2, 2026, relaunched as a chat agent for outbound sellers on June 24, 2026, and brought its outbound agent to Claude and ChatGPT through plugins on October 15, 2026.
Not disclosed
- How many variants or branches a Play can contain.
- How A/B results are measured and reported.
- Which plans include multi-path Plays.
- Vendor
Unify- Category
- Data & Enrichment
- Announcement type
- Feature update
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