A company wants to improve its customer retention ML model.

AWS ML best practices recommend A/B testing to validate model improvements in production while minimizing risk. By routing a controlled portion of live traffic (for example, 20%) to the new model and keeping the majority of traffic on the existing model, the company can directly compare real-world performance using the same data distribution.

This approach allows statistically meaningful comparison of business metrics such as customer retention, rather than relying solely on offline accuracy. It also limits potential negative impact if the new model underperforms in production.

Deploying the new model to 100% of traffic (Option A) introduces unnecessary risk. Offline analysis (Option C) does not reflect live user behavior. Alternating deployments (Option D) introduces confounding factors such as time-based effects.

Therefore, A/B testing is the correct solution.