Experimentation has become a cornerstone of agile, evidence-driven software development. To explore how it may evolve in the coming decade, we collected qualitative data from 58 experts across the global experimentation community. Using an inductive thematic analysis inspired by the Gioia methodology, we identified six interrelated trends that capture how practitioners envision the future of experimentation: AI-augmented workflows, segment-level personalization, platformization and warehouse-native architectures, expansion beyond web contexts, rigor at scale, and cultural capability building. These trends highlight experimentation’s evolution from a technical testing practice toward a socio-technical learning system. Building on these insights, the paper outlines a practice-inspired research agenda for the next decade of evidence-based product development.