diff --git a/addons/mass_mailing/data/mailing_data_templates.xml b/addons/mass_mailing/data/mailing_data_templates.xml
index b0f2d5d09eb..8022779537b 100644
--- a/addons/mass_mailing/data/mailing_data_templates.xml
+++ b/addons/mass_mailing/data/mailing_data_templates.xml
@@ -1,6 +1,41 @@
 <?xml version="1.0" encoding="utf-8"?>
 <odoo>
 <data noupdate="0">
+    <template id="ab_testing_description" name="Mass Mailing: A/B Test Description">
+        <div name="ab_testing_description" class="mb-2">
+            <t t-if="mailing.ab_testing_completed">
+                <p t-if="mailing.ab_testing_pc == 100">
+                    This <t t-out="mailing.mailing_type_description"/> is the winner of the A/B testing campaign and has been sent to all remaining recipients.
+                </p>
+                <p t-else="">The winner has already been sent. Use <b>Compare Version</b> to get an overview of this A/B testing campaign.</p>
+            </t>
+            <t t-elif="mailing.ab_testing_mailings_count >= 2">
+                <p>
+                    A sample of <b><t t-out="mailing.ab_testing_pc"/>% of recipients</b> will receive this <b><t t-out="mailing.mailing_type_description"/></b>, and <t t-out="other_ab_testing_pc"/>% receive one of the
+                    <b><t t-out="mailing.ab_testing_mailings_count - 1"/> other versions</b> from the same campaign.
+                </p>
+                <p>
+                    <t t-if="mailing.ab_testing_winner_selection == 'manual'">Don't forget to send your prefered version</t>
+                    <t t-else="">
+                        Then on <b><t t-out="mailing.ab_testing_schedule_datetime.strftime('%b %d, %Y')"/></b> the <t t-out="mailing.mailing_type_description"/> having the <b><t t-out="ab_testing_winner_selection_description"/></b> will be sent
+                    </t> to the remaining <t t-out="remaining_ab_testing_pc"/>% of recipients.
+                </p>
+            </t>
+            <t t-else="">
+                <p>
+                    A sample of <b><t t-out="mailing.ab_testing_pc"/>% of recipients</b> will receive this <b><t t-out="mailing.mailing_type_description"/></b>.
+                </p>
+                <p>Try different variations in the campaign to compare their <t t-out="ab_testing_winner_selection_description"/>.</p>
+                <p>
+                    <t t-if="mailing.ab_testing_winner_selection != 'manual'">Once the best version is identified, we will send the best one to the remaining recipients.</t>
+                    <t t-else="">
+                        The actual <t t-out="mailing.mailing_type_description"/> will be sent to the remaining recipients.
+                    </t>
+                </p>
+            </t>
+        </div>
+    </template>
+
     <template id="mass_mailing.mass_mailing_kpi_link_trackers" name="Marketing: mailing link trackers statistic">
         <div class="global_layout" t-if="link_trackers">
             <table bgcolor="#ffffff" cellspacing="0" cellpadding="0" width="650" align="center" border="0" style="width: 100%; max-width: 650px;">
diff --git a/addons/mass_mailing/data/mass_mailing_data.xml b/addons/mass_mailing/data/mass_mailing_data.xml
index 128eb9a48dc..4ea6cf3b9f3 100644
--- a/addons/mass_mailing/data/mass_mailing_data.xml
+++ b/addons/mass_mailing/data/mass_mailing_data.xml
@@ -1,7 +1,7 @@
 <?xml version="1.0" encoding="utf-8"?>
 <odoo>
     <data noupdate="1">
-        <!-- Cron that process the mass mailing queue -->
+        <!-- Cron that processes the mass mailing queue -->
         <record id="ir_cron_mass_mailing_queue" model="ir.cron">
             <field name="name">Mail Marketing: Process queue</field>
             <field name="model_id" ref="model_mailing_mailing"/>
@@ -13,6 +13,18 @@
             <field name="numbercall">-1</field>
             <field eval="False" name="doall" />
         </record>
+        <!-- Cron that processes the a/b testing -->
+        <record id="ir_cron_mass_mailing_ab_testing" model="ir.cron">
+            <field name="name">Mail Marketing: A/B Testing</field>
+            <field name="model_id" ref="model_utm_campaign"/>
+            <field name="state">code</field>
+            <field name="code">model._cron_process_mass_mailing_ab_testing()</field>
+            <field name="user_id" ref="base.user_root"/>
+            <field name="interval_number">1</field>
+            <field name="interval_type">days</field>
+            <field name="numbercall">-1</field>
+            <field name="doall" eval="True"/>
+        </record>
         <record id="mailing_list_data" model="mailing.list">
             <field name="name">Newsletter</field>
         </record>
diff --git a/addons/mass_mailing/models/mailing.py b/addons/mass_mailing/models/mailing.py
index ad7334ff096..130f4b1ef4b 100644
--- a/addons/mass_mailing/models/mailing.py
+++ b/addons/mass_mailing/models/mailing.py
@@ -14,7 +14,7 @@ from dateutil.relativedelta import relativedelta
 from werkzeug.urls import url_join
 
 from odoo import api, fields, models, tools, _
-from odoo.exceptions import UserError
+from odoo.exceptions import UserError, ValidationError
 from odoo.osv import expression
 
 _logger = logging.getLogger(__name__)
@@ -104,6 +104,7 @@ class MassMailing(models.Model):
     user_id = fields.Many2one('res.users', string='Responsible', tracking=True,  default=lambda self: self.env.user)
     # mailing options
     mailing_type = fields.Selection([('mail', 'Email')], string="Mailing Type", default="mail", required=True)
+    mailing_type_description = fields.Char('Mailing Type Description', compute="_compute_mailing_type_description")
     reply_to_mode = fields.Selection([
         ('update', 'Recipient Followers'), ('new', 'Specified Email Address')],
         string='Reply-To Mode', compute='_compute_reply_to_mode',
@@ -131,12 +132,21 @@ class MassMailing(models.Model):
         default=_get_default_mail_server_id,
         help="Use a specific mail server in priority. Otherwise Odoo relies on the first outgoing mail server available (based on their sequencing) as it does for normal mails.")
     contact_list_ids = fields.Many2many('mailing.list', 'mail_mass_mailing_list_rel', string='Mailing Lists')
-    contact_ab_pc = fields.Integer(string='A/B Testing percentage',
-        help='Percentage of the contacts that will be mailed. Recipients will be taken randomly.', default=100)
-    unique_ab_testing = fields.Boolean(string='Allow A/B Testing', default=False,
+    # A/B Testing
+    ab_testing_completed = fields.Boolean(related='campaign_id.ab_testing_completed', store=True)
+    ab_testing_description = fields.Html('A/B Testing Description', compute="_compute_ab_testing_description")
+    ab_testing_enabled = fields.Boolean(string='Allow A/B Testing', default=False,
         help='If checked, recipients will be mailed only once for the whole campaign. '
              'This lets you send different mailings to randomly selected recipients and test '
              'the effectiveness of the mailings, without causing duplicate messages.')
+    ab_testing_mailings_count = fields.Integer(related="campaign_id.ab_testing_mailings_count")
+    ab_testing_pc = fields.Integer(string='A/B Testing percentage',
+        help='Percentage of the contacts that will be mailed. Recipients will be chosen randomly.', default=10)
+    ab_testing_schedule_datetime = fields.Datetime(related="campaign_id.ab_testing_schedule_datetime", readonly=False,
+        default=lambda self: fields.Datetime.now() + relativedelta(days=1))
+    ab_testing_winner_selection = fields.Selection(related="campaign_id.ab_testing_winner_selection",
+        default="opened_ratio", readonly=False, copy=True)
+
     kpi_mail_required = fields.Boolean('KPI mail required', copy=False)
     # statistics data
     mailing_trace_ids = fields.One2many('mailing.trace', 'mass_mailing_id', string='Emails Statistics')
@@ -162,6 +172,12 @@ class MassMailing(models.Model):
         'Warning Message', compute='_compute_warning_message',
         help='Warning message displayed in the mailing form view')
 
+    _sql_constraints = [(
+        'percentage_valid',
+        'CHECK(ab_testing_pc >= 0 AND ab_testing_pc <= 100)',
+        'The A/B Testing Percentage needs to be between 0 and 100%'
+    )]
+
     @api.depends('mail_server_id')
     def _compute_email_from(self):
         user_email = self.env.user.email_formatted
@@ -183,8 +199,8 @@ class MassMailing(models.Model):
     def _compute_total(self):
         for mass_mailing in self:
             total = self.env[mass_mailing.mailing_model_real].search_count(mass_mailing._parse_mailing_domain())
-            if mass_mailing.contact_ab_pc < 100:
-                total = int(total / 100.0 * mass_mailing.contact_ab_pc)
+            if mass_mailing.ab_testing_pc < 100:
+                total = int(total / 100.0 * mass_mailing.ab_testing_pc)
             mass_mailing.total = total
 
     def _compute_clicks_ratio(self):
@@ -333,6 +349,24 @@ class MassMailing(models.Model):
         for mailing in self:
             mailing.render_model = mailing.mailing_model_real
 
+    @api.depends('mailing_type')
+    def _compute_mailing_type_description(self):
+        for mailing in self:
+            mailing.mailing_type_description = dict(self._fields.get('mailing_type').selection).get(mailing.mailing_type)
+
+    @api.depends(lambda self: self._get_ab_testing_description_modifying_fields())
+    def _compute_ab_testing_description(self):
+        mailing_ab_test = self.filtered('ab_testing_enabled')
+        (self - mailing_ab_test).ab_testing_description = False
+        for mailing in mailing_ab_test:
+            mailing.ab_testing_description = self.env['ir.qweb']._render(
+                'mass_mailing.ab_testing_description',
+                mailing._get_ab_testing_description_values()
+            )
+
+    def _get_ab_testing_description_modifying_fields(self):
+        return ['ab_testing_enabled', 'ab_testing_pc', 'ab_testing_schedule_datetime', 'ab_testing_winner_selection', 'campaign_id']
+
     # ------------------------------------------------------
     # ORM
     # ------------------------------------------------------
@@ -340,18 +374,42 @@ class MassMailing(models.Model):
     @api.model_create_multi
     def create(self, vals_list):
         now = fields.Datetime.now()
+        ab_testing_cron = self.env.ref('mass_mailing.ir_cron_mass_mailing_ab_testing').sudo()
         for values in vals_list:
             if values.get('subject') and not values.get('name'):
                 values['name'] = "%s %s" % (values['subject'], now)
             if values.get('body_html'):
                 values['body_html'] = self._convert_inline_images_to_urls(values['body_html'])
-        return super().create(vals_list)
+            if values.get('ab_testing_schedule_datetime'):
+                at = fields.Datetime.from_string(values['ab_testing_schedule_datetime'])
+                ab_testing_cron._trigger(at=at)
+        mailings = super().create(vals_list)
+        campaign_vals = [
+            mailing._get_default_ab_testing_campaign_values()
+            for mailing in mailings
+            if mailing.ab_testing_enabled and not mailing.campaign_id
+        ]
+        self.env['utm.campaign'].create(campaign_vals)
+        return mailings
 
     def write(self, values):
         if values.get('body_html'):
             values['body_html'] = self._convert_inline_images_to_urls(values['body_html'])
+        # When ab_testing_enabled is checked we create a campaign if there is none set.
+        if values.get('ab_testing_enabled') and not values.get('campaign_id'):
+            # Compute the values of the A/B test campaign based on the first mailing
+            values['campaign_id'] = self.env['utm.campaign'].create(self[0]._get_default_ab_testing_campaign_values(values)).id
+        # If ab_testing is already enabled on a mailing and the campaign is removed, we raise a ValidationError
+        if values.get('campaign_id') is False and any(mailing.ab_testing_enabled for mailing in self) and 'ab_testing_enabled' not in values:
+            raise ValidationError(_("A campaign should be set when A/B test is enabled"))
 
-        return super(MassMailing, self).write(values)
+        result = super(MassMailing, self).write(values)
+
+        if self.ab_testing_schedule_datetime:
+            ab_testing_cron = self.env.ref('mass_mailing.ir_cron_mass_mailing_ab_testing').sudo()
+            ab_testing_cron._trigger(at=self.ab_testing_schedule_datetime)
+
+        return result
 
     @api.returns('self', lambda value: value.id)
     def copy(self, default=None):
@@ -374,13 +432,18 @@ class MassMailing(models.Model):
         if mass_mailing_copy:
             context = dict(self.env.context)
             context['form_view_initial_mode'] = 'edit'
-            return {
+            action = {
                 'type': 'ir.actions.act_window',
                 'view_mode': 'form',
                 'res_model': 'mailing.mailing',
                 'res_id': mass_mailing_copy.id,
                 'context': context,
             }
+            if self.mailing_type == 'mail':
+                action['views'] = [
+                    (self.env.ref('mass_mailing.mailing_mailing_view_form_full_width').id, 'form'),
+                ]
+            return action
         return False
 
     def action_test(self):
@@ -518,6 +581,109 @@ class MassMailing(models.Model):
                 if len(record_lists) > 0:
                     record.sudo().message_post(body=message % ', '.join(str(list.name) for list in record_lists.mapped('list_id')))
 
+    # ------------------------------------------------------
+    # A/B Test
+    # ------------------------------------------------------
+
+    def action_compare_versions(self):
+        self.ensure_one()
+        if not self.campaign_id:
+            raise ValueError(_("No mailing campaign has been found"))
+        action = {
+            'name': _('A/B Tests'),
+            'type': 'ir.actions.act_window',
+            'view_mode': 'tree,kanban,form,calendar,graph',
+            'res_model': 'mailing.mailing',
+            'domain': [('campaign_id', '=', self.campaign_id.id), ('ab_testing_enabled', '=', True)],
+        }
+        if self.mailing_type == 'mail':
+            action['views'] = [
+                (False, 'tree'),
+                (False, 'kanban'),
+                (self.env.ref('mass_mailing.mailing_mailing_view_form_full_width').id, 'form'),
+                (False, 'calendar'),
+                (False, 'graph'),
+            ]
+        return action
+
+    def action_send_winner_mailing(self):
+        """Send the winner mailing based on the winner selection field.
+        This action is used in 2 cases:
+            - When the user clicks on a button to send the winner mailing. There is only one mailing in self
+            - When the cron is executed to send winner mailing based on the A/B testing schedule datetime. In this
+            case 'self' contains all the mailing for the campaigns so we just need to take the first to determine the
+            winner.
+        If the winner mailing is computed automatically, we sudo the mailings of the campaign in order to sort correctly
+        the mailings based on the selection that can be used with sub-modules like CRM and Sales
+        """
+        if len(self.campaign_id) != 1:
+            raise ValueError(_("To send the winner mailing the same campaign should be used by the mailings"))
+        if any(mailing.ab_testing_completed for mailing in self):
+            raise ValueError(_("To send the winner mailing the campaign should not have been completed."))
+        final_mailing = self[0]
+        sorted_by = final_mailing._get_ab_testing_winner_selection()['value']
+        if sorted_by != 'manual':
+            ab_testing_mailings = final_mailing._get_ab_testing_siblings_mailings().sudo()
+            selected_mailings = ab_testing_mailings.filtered(lambda m: m.state == 'done').sorted(sorted_by, reverse=True)
+            if selected_mailings:
+                final_mailing = selected_mailings[0]
+            else:
+                raise ValidationError(_("No mailing for this A/B testing campaign has been sent yet! Send one first and try again later."))
+        return final_mailing.action_select_as_winner()
+
+    def action_select_as_winner(self):
+        self.ensure_one()
+        if not self.ab_testing_enabled:
+            raise ValueError(_("A/B test option has not been enabled"))
+        self.campaign_id.write({
+            'ab_testing_completed': True,
+        })
+        final_mailing = self.copy({
+            'ab_testing_pc': 100,
+        })
+        final_mailing.action_launch()
+        action = self.env['ir.actions.act_window']._for_xml_id('mass_mailing.action_ab_testing_open_winner_mailing')
+        action['res_id'] = final_mailing.id
+        if self.mailing_type == 'mail':
+            action['views'] = [
+                (self.env.ref('mass_mailing.mailing_mailing_view_form_full_width').id, 'form'),
+            ]
+        return action
+
+    def _get_ab_testing_description_values(self):
+        self.ensure_one()
+
+        other_ab_testing_mailings = self._get_ab_testing_siblings_mailings().filtered(lambda m: m.id != self.id)
+        other_ab_testing_pc = sum([mailing.ab_testing_pc for mailing in other_ab_testing_mailings])
+        return {
+            'mailing': self,
+            'ab_testing_winner_selection_description': self._get_ab_testing_winner_selection()['description'],
+            'other_ab_testing_pc': other_ab_testing_pc,
+            'remaining_ab_testing_pc': 100 - (other_ab_testing_pc + self.ab_testing_pc),
+        }
+
+    def _get_ab_testing_siblings_mailings(self):
+        return self.campaign_id.mailing_mail_ids.filtered(lambda m: m.ab_testing_enabled)
+
+    def _get_ab_testing_winner_selection(self):
+        ab_testing_winner_selection_description = dict(
+            self._fields.get('ab_testing_winner_selection').related_field.selection
+        ).get(self.ab_testing_winner_selection)
+        return {
+            'value': self.ab_testing_winner_selection,
+            'description': ab_testing_winner_selection_description,
+        }
+
+    def _get_default_ab_testing_campaign_values(self, values=None):
+        values = values or dict()
+        return {
+            'ab_testing_schedule_datetime': values.get('ab_testing_schedule_datetime') or self.ab_testing_schedule_datetime,
+            'ab_testing_winner_selection': values.get('ab_testing_winner_selection') or self.ab_testing_winner_selection,
+            'mailing_mail_ids': self.ids,
+            'name': _('A/B Test: %s', values.get('subject') or self.subject or fields.Datetime.now()),
+            'user_id': values.get('user_id') or self.user_id.id or self.env.user.id,
+        }
+
     # ------------------------------------------------------
     # Email Sending
     # ------------------------------------------------------
@@ -587,12 +753,12 @@ class MassMailing(models.Model):
         else:
             raise UserError(_("Unsupported mass mailing model %s", self.mailing_model_id.name))
 
-        if self.unique_ab_testing:
-            query +="""
+        if self.ab_testing_enabled:
+            query += """
                AND s.campaign_id = %%(mailing_campaign_id)s;
             """
         else:
-            query +="""
+            query += """
                AND s.mass_mailing_id = %%(mailing_id)s
                AND s.model = %%(target_model)s;
             """
@@ -615,25 +781,30 @@ class MassMailing(models.Model):
         res_ids = self.env[self.mailing_model_real].search(mailing_domain).ids
 
         # randomly choose a fragment
-        if self.contact_ab_pc < 100:
+        if self.ab_testing_enabled and self.ab_testing_pc < 100:
             contact_nbr = self.env[self.mailing_model_real].search_count(mailing_domain)
-            topick = int(contact_nbr / 100.0 * self.contact_ab_pc)
-            if self.campaign_id and self.unique_ab_testing:
+            topick = int(contact_nbr / 100.0 * self.ab_testing_pc)
+            if self.campaign_id and self.ab_testing_enabled:
                 already_mailed = self.campaign_id._get_mailing_recipients()[self.campaign_id.id]
             else:
                 already_mailed = set([])
             remaining = set(res_ids).difference(already_mailed)
-            if topick > len(remaining):
+            if topick > len(remaining) or (len(remaining) > 0 and topick == 0):
                 topick = len(remaining)
             res_ids = random.sample(remaining, topick)
         return res_ids
 
     def _get_remaining_recipients(self):
         res_ids = self._get_recipients()
-        already_mailed = self.env['mailing.trace'].search_read([
-            ('model', '=', self.mailing_model_real),
-            ('res_id', 'in', res_ids),
-            ('mass_mailing_id', '=', self.id)], ['res_id'])
+        trace_domain = [('model', '=', self.mailing_model_real)]
+        if self.ab_testing_enabled and self.ab_testing_pc == 100:
+            trace_domain = expression.AND([trace_domain, [('mass_mailing_id', '=', self._get_ab_testing_siblings_mailings().ids)]])
+        else:
+            trace_domain = expression.AND([trace_domain, [
+                ('res_id', 'in', res_ids),
+                ('mass_mailing_id', '=', self.id),
+            ]])
+        already_mailed = self.env['mailing.trace'].search_read(trace_domain, ['res_id'])
         done_res_ids = {record['res_id'] for record in already_mailed}
         return [rid for rid in res_ids if rid not in done_res_ids]
 
diff --git a/addons/mass_mailing/models/res_config_settings.py b/addons/mass_mailing/models/res_config_settings.py
index b915057da5c..aba6d87e2b5 100644
--- a/addons/mass_mailing/models/res_config_settings.py
+++ b/addons/mass_mailing/models/res_config_settings.py
@@ -19,3 +19,9 @@ class ResConfigSettings(models.TransientModel):
     def _onchange_mass_mailing_outgoing_mail_server(self):
         if not self.mass_mailing_outgoing_mail_server:
             self.mass_mailing_mail_server_id = False
+
+    def set_values(self):
+        super().set_values()
+        ab_test_cron = self.env.ref('mass_mailing.ir_cron_mass_mailing_ab_testing').sudo()
+        if ab_test_cron and ab_test_cron.active != self.group_mass_mailing_campaign:
+            ab_test_cron.active = self.group_mass_mailing_campaign
diff --git a/addons/mass_mailing/models/utm.py b/addons/mass_mailing/models/utm.py
index ece57e963b2..ff850664604 100644
--- a/addons/mass_mailing/models/utm.py
+++ b/addons/mass_mailing/models/utm.py
@@ -1,7 +1,10 @@
 # -*- coding: utf-8 -*-
 # Part of Odoo. See LICENSE file for full copyright and licensing details.
 
-from odoo import api, fields, models
+from dateutil.relativedelta import relativedelta
+
+from odoo import api, fields, models, _
+from odoo.exceptions import ValidationError
 
 
 class UtmCampaign(models.Model):
@@ -12,25 +15,61 @@ class UtmCampaign(models.Model):
         domain=[('mailing_type', '=', 'mail')],
         string='Mass Mailings')
     mailing_mail_count = fields.Integer('Number of Mass Mailing', compute="_compute_mailing_mail_count")
+
+    # A/B Testing
+    ab_testing_mailings_count = fields.Integer("A/B Test Mailings #", compute="_compute_mailing_mail_count")
+    ab_testing_completed = fields.Boolean("A/B Testing Campaign Finished")
+    ab_testing_schedule_datetime = fields.Datetime('Send Final On',
+        default=lambda self: fields.Datetime.now() + relativedelta(days=1),
+        help="Date that will be used to know when to determine and send the winner mailing")
+    ab_testing_total_pc = fields.Integer("Total A/B test percentage", compute="_compute_ab_testing_total_pc", store=True)
+    ab_testing_winner_selection = fields.Selection([
+        ('manual', 'Manual'),
+        ('opened_ratio', 'Highest Open Rate'),
+        ('clicks_ratio', 'Highest Click Rate'),
+        ('replied_ratio', 'Highest Reply Rate')], string="Winner Selection", default="opened_ratio",
+        help="Selection to determine the winner mailing that will be sent.")
+
     # stat fields
     received_ratio = fields.Integer(compute="_compute_statistics", string='Received Ratio')
     opened_ratio = fields.Integer(compute="_compute_statistics", string='Opened Ratio')
     replied_ratio = fields.Integer(compute="_compute_statistics", string='Replied Ratio')
     bounced_ratio = fields.Integer(compute="_compute_statistics", string='Bounced Ratio')
 
+    @api.depends('mailing_mail_ids')
+    def _compute_ab_testing_total_pc(self):
+        for campaign in self:
+            campaign.ab_testing_total_pc = sum([
+                mailing.ab_testing_pc for mailing in campaign.mailing_mail_ids.filtered('ab_testing_enabled')
+            ])
+
     @api.depends('mailing_mail_ids')
     def _compute_mailing_mail_count(self):
         if self.ids:
             mailing_data = self.env['mailing.mailing'].read_group(
                 [('campaign_id', 'in', self.ids)],
-                ['campaign_id'],
-                ['campaign_id']
+                ['campaign_id', 'ab_testing_enabled'],
+                ['campaign_id', 'ab_testing_enabled'],
+                lazy=False,
             )
-            mapped_data = {m['campaign_id'][0]: m['campaign_id_count'] for m in mailing_data}
+            ab_testing_mapped_data = {}
+            mapped_data = {}
+            for data in mailing_data:
+                if data['ab_testing_enabled']:
+                    ab_testing_mapped_data.setdefault(data['campaign_id'][0], []).append(data['__count'])
+                mapped_data.setdefault(data['campaign_id'][0], []).append(data['__count'])
         else:
             mapped_data = dict()
+            ab_testing_mapped_data = dict()
         for campaign in self:
-            campaign.mailing_mail_count = mapped_data.get(campaign.id, 0)
+            campaign.mailing_mail_count = sum(mapped_data.get(campaign.id, []))
+            campaign.ab_testing_mailings_count = sum(ab_testing_mapped_data.get(campaign.id, []))
+
+    @api.constrains('ab_testing_total_pc', 'ab_testing_completed')
+    def _check_ab_testing_total_pc(self):
+        for campaign in self:
+            if not campaign.ab_testing_completed and campaign.ab_testing_total_pc >= 100:
+                raise ValidationError(_("The total percentage for an A/B testing campaign should be less than 100%"))
 
     def _compute_statistics(self):
         """ Compute statistics of the mass mailing campaign """
@@ -96,3 +135,21 @@ class UtmCampaign(models.Model):
                 domain += [('model', '=', model)]
             res[campaign.id] = set(self.env['mailing.trace'].search(domain).mapped('res_id'))
         return res
+
+    @api.model
+    def _cron_process_mass_mailing_ab_testing(self):
+        """ Cron that manages A/B testing and sends a winner mailing computed based on
+        the value set on the A/B testing campaign.
+        In case there is no mailing sent for an A/B testing campaign we ignore this campaign
+        """
+        ab_testing_campaign = self.search([
+            ('ab_testing_schedule_datetime', '<=', fields.Datetime.now()),
+            ('ab_testing_winner_selection', '!=', 'manual'),
+            ('ab_testing_completed', '=', False),
+        ])
+        for campaign in ab_testing_campaign:
+            ab_testing_mailings = campaign.mailing_mail_ids.filtered(lambda m: m.ab_testing_enabled)
+            if not ab_testing_mailings.filtered(lambda m: m.state == 'done'):
+                continue
+            ab_testing_mailings.action_send_winner_mailing()
+        return ab_testing_campaign
diff --git a/addons/mass_mailing/static/src/js/mass_mailing_widget.js b/addons/mass_mailing/static/src/js/mass_mailing_widget.js
index 2218c68ab12..4bf467efeec 100644
--- a/addons/mass_mailing/static/src/js/mass_mailing_widget.js
+++ b/addons/mass_mailing/static/src/js/mass_mailing_widget.js
@@ -343,7 +343,7 @@ var MassMailingFieldHtml = FieldHtml.extend({
         }
         this._super();
         this.wysiwyg.odooEditor.observerFlush();
-        this.wysiwyg.odooEditor.resetHistory();
+        this.wysiwyg.odooEditor.historyReset();
         this.wysiwyg.$iframeBody.addClass('o_mass_mailing_iframe');
         this.trigger_up('iframe_updated', { $iframe: this.wysiwyg.$iframe });
     },
diff --git a/addons/mass_mailing/tests/__init__.py b/addons/mass_mailing/tests/__init__.py
index 520838f6f8d..9b913f3af21 100644
--- a/addons/mass_mailing/tests/__init__.py
+++ b/addons/mass_mailing/tests/__init__.py
@@ -2,6 +2,7 @@
 # Part of Odoo. See LICENSE file for full copyright and licensing details.
 
 from . import common
+from . import test_mailing_ab_testing
 from . import test_mailing_internals
 from . import test_mailing_list
 from . import test_mailing_controllers
diff --git a/addons/mass_mailing/tests/common.py b/addons/mass_mailing/tests/common.py
index 96b5fcfee0c..ee2494b248e 100644
--- a/addons/mass_mailing/tests/common.py
+++ b/addons/mass_mailing/tests/common.py
@@ -254,3 +254,15 @@ class MassMailCommon(MailCommon, MassMailCase):
                 (0, 0, {'name': 'Ybrant', 'email': 'ybrant@example.com'}),
             ]
         })
+
+    @classmethod
+    def _create_mailing_list_of_x_contacts(cls, contacts_nbr):
+        """ Shortcut to create a mailing list that contains a defined number
+        of contacts. """
+        return cls.env['mailing.list'].with_context(cls._test_context).create({
+            'name': 'Test List',
+            'contact_ids': [
+                (0, 0, {'name': 'Contact %s' % i, 'email': 'contact%s@example.com' % i})
+                for i in range(contacts_nbr)
+            ],
+        })
diff --git a/addons/mass_mailing/tests/test_mailing_ab_testing.py b/addons/mass_mailing/tests/test_mailing_ab_testing.py
new file mode 100644
index 00000000000..0c91113aaef
--- /dev/null
+++ b/addons/mass_mailing/tests/test_mailing_ab_testing.py
@@ -0,0 +1,139 @@
+# -*- coding: utf-8 -*-
+# Part of Odoo. See LICENSE file for full copyright and licensing details.
+
+from datetime import datetime, timedelta
+
+from odoo.addons.mass_mailing.tests.common import MassMailCommon
+from odoo.tests import users, tagged
+from odoo.tools import mute_logger
+
+
+@tagged('post_install', '-at_install')
+class TestMailingABTesting(MassMailCommon):
+    def setUp(self):
+        super().setUp()
+        self.mailing_list = self._create_mailing_list_of_x_contacts(150)
+        self.ab_testing_mailing_1 = self.env['mailing.mailing'].create({
+            'subject': 'A/B Testing V1',
+            'contact_list_ids': self.mailing_list.ids,
+            'ab_testing_enabled': True,
+            'ab_testing_pc': 10,
+            'ab_testing_schedule_datetime': datetime.now(),
+        })
+        self.ab_testing_mailing_2 = self.ab_testing_mailing_1.copy({
+            'subject': 'A/B Testing V2',
+            'ab_testing_pc': 20,
+        })
+        self.ab_testing_campaign = self.ab_testing_mailing_1.campaign_id
+        self.ab_testing_mailing_ids = self.ab_testing_mailing_1 + self.ab_testing_mailing_2
+        self.ab_testing_mailing_ids.invalidate_cache()
+
+    @mute_logger('odoo.addons.mail.models.mail_mail')
+    @users('user_marketing')
+    def test_mailing_ab_testing_auto_flow(self):
+        with self.mock_mail_gateway():
+            self.ab_testing_mailing_ids.action_send_mail()
+        self.assertEqual(self.ab_testing_mailing_1.state, 'done')
+        self.assertEqual(self.ab_testing_mailing_2.state, 'done')
+        self.assertEqual(self.ab_testing_mailing_1.opened_ratio, 0)
+        self.assertEqual(self.ab_testing_mailing_2.opened_ratio, 0)
+
+        total_trace_ids = self.ab_testing_mailing_ids.mailing_trace_ids
+        unique_recipients_used = set(map(lambda mail: mail.res_id, total_trace_ids.mail_mail_id))
+        self.assertEqual(len(self.ab_testing_mailing_1.mailing_trace_ids), 15)
+        self.assertEqual(len(self.ab_testing_mailing_2.mailing_trace_ids), 30)
+        self.assertEqual(len(unique_recipients_used), 45)
+
+        self.ab_testing_mailing_1.mailing_trace_ids[:10].set_opened()
+        self.ab_testing_mailing_2.mailing_trace_ids[:15].set_opened()
+        self.ab_testing_mailing_ids.invalidate_cache()
+
+        self.assertEqual(self.ab_testing_mailing_1.opened_ratio, 66)
+        self.assertEqual(self.ab_testing_mailing_2.opened_ratio, 50)
+
+        with self.mock_mail_gateway():
+            self.ab_testing_mailing_2.action_send_winner_mailing()
+        self.ab_testing_mailing_ids.invalidate_cache()
+        winner_mailing = self.ab_testing_campaign.mailing_mail_ids.filtered(lambda mailing: mailing.ab_testing_pc == 100)
+        self.assertEqual(winner_mailing.subject, 'A/B Testing V1')
+
+    @mute_logger('odoo.addons.mail.models.mail_mail')
+    @users('user_marketing')
+    def test_mailing_ab_testing_auto_flow_cron(self):
+        self.ab_testing_mailing_1.write({
+            'ab_testing_schedule_datetime': datetime.now() + timedelta(days=-1),
+        })
+        with self.mock_mail_gateway():
+            self.ab_testing_mailing_ids.action_send_mail()
+        self.assertEqual(self.ab_testing_mailing_1.state, 'done')
+        self.assertEqual(self.ab_testing_mailing_2.state, 'done')
+        self.assertEqual(self.ab_testing_mailing_1.opened_ratio, 0)
+        self.assertEqual(self.ab_testing_mailing_2.opened_ratio, 0)
+
+        total_trace_ids = self.ab_testing_mailing_ids.mailing_trace_ids
+        unique_recipients_used = set(map(lambda mail: mail.res_id, total_trace_ids.mail_mail_id))
+        self.assertEqual(len(self.ab_testing_mailing_1.mailing_trace_ids), 15)
+        self.assertEqual(len(self.ab_testing_mailing_2.mailing_trace_ids), 30)
+        self.assertEqual(len(unique_recipients_used), 45)
+
+        self.ab_testing_mailing_1.mailing_trace_ids[:10].set_opened()
+        self.ab_testing_mailing_2.mailing_trace_ids[:15].set_opened()
+        self.ab_testing_mailing_ids.invalidate_cache()
+
+        self.assertEqual(self.ab_testing_mailing_1.opened_ratio, 66)
+        self.assertEqual(self.ab_testing_mailing_2.opened_ratio, 50)
+
+        with self.mock_mail_gateway():
+            self.env.ref('mass_mailing.ir_cron_mass_mailing_ab_testing').sudo().method_direct_trigger()
+        self.ab_testing_mailing_ids.invalidate_cache()
+        winner_mailing = self.ab_testing_campaign.mailing_mail_ids.filtered(lambda mailing: mailing.ab_testing_pc == 100)
+        self.assertEqual(winner_mailing.subject, 'A/B Testing V1')
+
+    @users('user_marketing')
+    def test_mailing_ab_testing_campaign(self):
+        schedule_datetime = datetime.now() + timedelta(days=30)
+        ab_mailing = self.env['mailing.mailing'].create({
+            'subject': 'A/B Testing V1',
+            'contact_list_ids': self.mailing_list.ids,
+            'ab_testing_enabled': True,
+            'ab_testing_winner_selection': 'manual',
+            'ab_testing_schedule_datetime': schedule_datetime,
+        })
+        ab_mailing.invalidate_cache()
+
+        # Check if the campaign is correclty created and the values set on the mailing are still the same
+        self.assertTrue(ab_mailing.campaign_id, "A campaign id is present for the A/B test mailing")
+        self.assertEqual(ab_mailing.ab_testing_winner_selection, 'manual', "The selection winner has been propagated correctly")
+        self.assertEqual(ab_mailing.ab_testing_schedule_datetime, schedule_datetime, "The schedule date has been propagated correctly")
+
+    @mute_logger('odoo.addons.mail.models.mail_mail')
+    @users('user_marketing')
+    def test_mailing_ab_testing_manual_flow(self):
+        self.ab_testing_mailing_1.write({
+            'ab_testing_winner_selection': 'manual',
+        })
+        with self.mock_mail_gateway():
+            self.ab_testing_mailing_ids.action_send_mail()
+        self.assertEqual(self.ab_testing_mailing_1.state, 'done')
+        self.assertEqual(self.ab_testing_mailing_2.state, 'done')
+        self.assertEqual(self.ab_testing_mailing_1.opened_ratio, 0)
+        self.assertEqual(self.ab_testing_mailing_2.opened_ratio, 0)
+
+        total_trace_ids = self.ab_testing_mailing_ids.mailing_trace_ids
+        unique_recipients_used = set(map(lambda mail: mail.res_id, total_trace_ids.mail_mail_id))
+        self.assertEqual(len(self.ab_testing_mailing_1.mailing_trace_ids), 15)
+        self.assertEqual(len(self.ab_testing_mailing_2.mailing_trace_ids), 30)
+        self.assertEqual(len(unique_recipients_used), 45)
+
+        self.ab_testing_mailing_1.mailing_trace_ids[:10].set_opened()
+        self.ab_testing_mailing_2.mailing_trace_ids[:15].set_opened()
+        self.ab_testing_mailing_ids.invalidate_cache()
+
+        self.assertEqual(self.ab_testing_mailing_1.opened_ratio, 66)
+        self.assertEqual(self.ab_testing_mailing_2.opened_ratio, 50)
+
+        with self.mock_mail_gateway():
+            self.ab_testing_mailing_2.action_send_winner_mailing()
+        self.ab_testing_mailing_ids.invalidate_cache()
+        winner_mailing = self.ab_testing_campaign.mailing_mail_ids.filtered(lambda mailing: mailing.ab_testing_pc == 100)
+        self.assertEqual(winner_mailing.subject, 'A/B Testing V2')
diff --git a/addons/mass_mailing/views/mailing_mailing_views.xml b/addons/mass_mailing/views/mailing_mailing_views.xml
index 7b208d4d6ec..7f7b591933b 100644
--- a/addons/mass_mailing/views/mailing_mailing_views.xml
+++ b/addons/mass_mailing/views/mailing_mailing_views.xml
@@ -14,6 +14,10 @@
                     <separator/>
                     <filter name="filter_sent_date" date="sent_date"/>
                     <separator/>
+                    <filter string="A/B Tests" name="filter_ab_test" domain="[('ab_testing_enabled', '=', True)]"/>
+                    <filter string="A/B Tests to review" name="filter_ab_test_to_review"
+                        domain="[('ab_testing_enabled', '=', True), ('ab_testing_winner_selection', '=', 'manual'), ('ab_testing_completed', '=', False)]"/>
+                    <separator/>
                     <filter name="inactive" string="Archived" domain="[('active', '=', False)]"/>
                     <group expand="0" string="Group By">
                         <filter string="Status" name="group_state" context="{'group_by': 'state'}"/>
@@ -30,19 +34,20 @@
             <field name="model">mailing.mailing</field>
             <field name="priority">10</field>
             <field name="arch" type="xml">
-                <tree string="Mailings" sample="1" decoration-info="state in ['draft', 'in_queue']">
-                    <field name="calendar_date" string="Date" widget="date"/>
+                <tree string="Mailings" sample="1">
+                    <field name="calendar_date" string="Date" widget="datetime"/>
                     <field name="subject" attrs="{'readonly': [('state', 'in', ('sending', 'done'))]}"/>
                     <field name="mailing_model_id" string="Recipients" optional="hide"/>
                     <field name="user_id" widget="many2one_avatar_user"/>
+                    <field name="ab_testing_enabled" string="A/B Test" groups="mass_mailing.group_mass_mailing_campaign"/>
                     <field name="campaign_id" string="Campaign" groups="mass_mailing.group_mass_mailing_campaign" optional="hide"/>
                     <field name="sent"/>
                     <field name="received_ratio" class="d-flex align-items-center pl-0 pl-lg-5" widget="progressbar" string="Delivered (%)"/>
                     <field name="opened_ratio" class="d-flex align-items-center pl-0 pl-lg-5" widget="progressbar" string="Opened (%)"/>
-                    <field name="bounced_ratio" string="Bounced (%)"/>
+                    <field name="bounced_ratio" string="Bounced (%)" optional="hide"/>
                     <field name="clicks_ratio" string="Clicked (%)"/>
                     <field name="replied_ratio" string="Replied (%)"/>
-                    <field name="state" decoration-info="state == 'draft'" decoration-success="state == 'sending' or state == 'done'" widget="badge"/>
+                    <field name="state" decoration-info="state in ['draft', 'in_queue']" decoration-success="state == 'sending' or state == 'done'" widget="badge"/>
                 </tree>
             </field>
         </record>
@@ -231,22 +236,57 @@
                                     <field name="copyvalue"/>
                                 </group>
                             </page>
+                            <page string="A/B Tests" name="ab_testing" groups="mass_mailing.group_mass_mailing_campaign">
+                                <group>
+                                    <group>
+                                        <label for="ab_testing_enabled"/>
+                                        <span class="d-flex">
+                                            <field name="ab_testing_enabled" attrs="{'readonly': [('state', '!=', 'draft')]}" force_save="1"/>
+                                            <span class="col" attrs="{'invisible': [('ab_testing_enabled', '=', False)]}">
+                                                on <field name="ab_testing_pc" class="col-6 text-center"
+                                                    attrs="{'readonly': [('state', '!=', 'draft')]}"/> %
+                                            </span>
+                                        </span>
+                                        <field name="ab_testing_winner_selection"
+                                            attrs="{'required': [('ab_testing_enabled', '=', True), ('mailing_type', '=', 'mail')], 'invisible': ['|', ('ab_testing_enabled', '=', False), ('mailing_type', '!=', 'mail')], 'readonly': [('state', '!=', 'draft')]}"/>
+                                        <field name="ab_testing_schedule_datetime"
+                                            attrs="{'required': [('ab_testing_enabled', '=', True), ('ab_testing_winner_selection', '!=', 'manual')], 'readonly': ['|', ('ab_testing_enabled', '=', False), ('state', '!=', 'draft')], 'invisible': ['|', ('ab_testing_enabled', '=', False), ('ab_testing_winner_selection', '=', 'manual')]}"/>
+                                    </group>
+                                    <div>
+                                        <field name="ab_testing_mailings_count" invisible="1"/>
+                                        <field name="ab_testing_completed" invisible="1"/>
+                                        <field name="ab_testing_description" nolabel="1"/>
+                                        <div attrs="{'invisible': ['|', ('ab_testing_mailings_count', '&lt;', 2), ('ab_testing_enabled', '=', False)]}">
+                                            <button name="action_compare_versions" type="object" class="btn btn-link d-block">
+                                                <i class="fa fa-bar-chart"/> Compare Version
+                                            </button>
+                                            <button name="action_duplicate" type="object" class="btn btn-link d-block" attrs="{'invisible': [('ab_testing_completed', '=', True)]}">
+                                                <i class="fa fa-copy"/> Create an Alternative
+                                            </button>
+                                            <button name="action_send_winner_mailing" type="object" class="btn btn-link d-block" attrs="{'invisible': [('ab_testing_completed', '=', True)]}">
+                                                <i class="fa fa-envelope"/> <span name="ab_test_manual" attrs="{'invisible': [('ab_testing_winner_selection', '!=', 'manual')]}">
+                                                    Send this version to remaining recipients
+                                                </span> <span name="ab_test_auto" attrs="{'invisible': [('ab_testing_winner_selection', '=', 'manual')]}">
+                                                    Send Winner Now
+                                                </span>
+                                            </button>
+                                            <button name="action_select_as_winner" type="object" class="btn btn-link d-block"
+                                                attrs="{'invisible': ['|', ('ab_testing_completed', '!=', False), ('ab_testing_winner_selection', '!=', 'manual')]}">
+                                                <i class="fa fa-envelope"/> Send this as winner
+                                            </button>
+                                        </div>
+                                        <button name="action_duplicate" type="object" class="btn btn-primary"
+                                            attrs="{'invisible': ['|', ('ab_testing_mailings_count', '&gt;=', 2), ('ab_testing_enabled', '=', False)]}">
+                                            Create an Alternative Version
+                                        </button>
+                                    </div>
+                                </group>
+                            </page>
                             <page string="Settings" name="settings">
                                 <group>
-                                    <group string="Extra Options">
+                                    <group string="Email Content">
                                         <field class="o_text_overflow" name="preview" string="Preview Text" attrs="{'readonly': [('state', 'in', ('sending', 'done'))]}" widget="char_emojis" placeholder="e.g. Check it out before it's too late!"/>
-                                        <label for="schedule_type" string="Schedule"/>
-                                        <div name="schedule_block">
-                                            <div class="row">
-                                                <div class="col-xs-12 col-md-6">
-                                                    <field name="schedule_type"/>
-                                                </div>
-                                                <div class="col-xs-12 col-md-6" attrs="{'invisible': [('schedule_type', '=', 'now')]}">
-                                                    <field name="schedule_date" attrs="{'required': [('schedule_type', '=', 'scheduled')]}" />
-                                                </div>
-                                            </div>
-                                        </div>
-                                        <field name="user_id" domain="[('share', '=', False)]"/>
+                                        <field name="user_id" widget="many2one_avatar_user" domain="[('share', '=', False)]"/>
                                         <field name="email_from" attrs="{'readonly': [('state', 'in', ('sending', 'done'))]}"/>
                                         <label for="reply_to"/>
                                         <div name="reply_to_details">
@@ -279,8 +319,7 @@
                                         <field name="campaign_id"
                                             string="Campaign"
                                             groups="mass_mailing.group_mass_mailing_campaign"
-                                            attrs="{'readonly': [('state', 'in', ('sending', 'done'))],
-                                                    'required': [('unique_ab_testing', '=', True)]}"/>
+                                            attrs="{'readonly': [('state', 'in', ('sending', 'done'))]}"/>
                                         <field name="medium_id"
                                              string="Medium"
                                              required="True"
@@ -293,15 +332,6 @@
                                             class="o_text_overflow"
                                             groups="base.group_no_one"
                                             attrs="{'readonly': [('state', 'in', ('sending', 'done'))]}"/>
-                                        <field name="unique_ab_testing"
-                                            groups="mass_mailing.group_mass_mailing_campaign"
-                                            attrs="{'readonly': [('state', 'in', ('sending', 'done'))]}"/>
-                                        <label for="contact_ab_pc" groups="mass_mailing.group_mass_mailing_campaign"/>
-                                        <div name="contact_ab_pc" groups="mass_mailing.group_mass_mailing_campaign">
-                                            <field name="contact_ab_pc"
-                                                class="oe_inline"
-                                                attrs="{'readonly': [('state', 'in', ('sending', 'done'))]}"/> %
-                                        </div>
                                     </group>
                                     <group string="Advanced" groups="base.group_no_one">
                                         <field name="mail_server_available" invisible="1"/>
@@ -626,6 +656,12 @@
             </field>
         </record>
 
+        <record id="action_ab_testing_open_winner_mailing" model="ir.actions.act_window">
+            <field name="name">A/B Test Winner</field>
+            <field name="res_model">mailing.mailing</field>
+            <field name="view_mode">form</field>
+        </record>
+
         <menuitem name="Mailings" id="mass_mailing_menu"
             parent="mass_mailing_menu_root"
             sequence="1"
diff --git a/addons/mass_mailing/views/res_config_settings_views.xml b/addons/mass_mailing/views/res_config_settings_views.xml
index d1d9cd5b4ee..d8172284d6f 100644
--- a/addons/mass_mailing/views/res_config_settings_views.xml
+++ b/addons/mass_mailing/views/res_config_settings_views.xml
@@ -17,7 +17,7 @@
                                 <div class="o_setting_right_pane">
                                     <label for="group_mass_mailing_campaign"/>
                                     <div class="text-muted">
-                                        Manage mass mailing campaigns
+                                        Manage campaigns and A/B test your mailings
                                     </div>
                                 </div>
                             </div>
diff --git a/addons/mass_mailing_crm/models/__init__.py b/addons/mass_mailing_crm/models/__init__.py
index c6a6f373a22..7aeed649469 100644
--- a/addons/mass_mailing_crm/models/__init__.py
+++ b/addons/mass_mailing_crm/models/__init__.py
@@ -3,3 +3,4 @@
 
 from . import crm_lead
 from . import mailing_mailing
+from . import utm
diff --git a/addons/mass_mailing_crm/models/utm.py b/addons/mass_mailing_crm/models/utm.py
new file mode 100644
index 00000000000..cb895aa09ad
--- /dev/null
+++ b/addons/mass_mailing_crm/models/utm.py
@@ -0,0 +1,10 @@
+# -*- coding: utf-8 -*-
+# Part of Odoo. See LICENSE file for full copyright and licensing details.
+
+from odoo import fields, models
+
+
+class UtmCampaign(models.Model):
+    _inherit = 'utm.campaign'
+
+    ab_testing_winner_selection = fields.Selection(selection_add=[('crm_lead_count', 'Leads')])
diff --git a/addons/mass_mailing_crm_sms/__init__.py b/addons/mass_mailing_crm_sms/__init__.py
new file mode 100644
index 00000000000..dc5e6b693d1
--- /dev/null
+++ b/addons/mass_mailing_crm_sms/__init__.py
@@ -0,0 +1,4 @@
+# -*- coding: utf-8 -*-
+# Part of Odoo. See LICENSE file for full copyright and licensing details.
+
+from . import models
diff --git a/addons/mass_mailing_crm_sms/__manifest__.py b/addons/mass_mailing_crm_sms/__manifest__.py
new file mode 100644
index 00000000000..98a3ec1ee03
--- /dev/null
+++ b/addons/mass_mailing_crm_sms/__manifest__.py
@@ -0,0 +1,13 @@
+# -*- coding: utf-8 -*-
+# Part of Odoo. See LICENSE file for full copyright and licensing details.
+
+{
+    'name': 'Mass mailing sms on lead / opportunities',
+    'category': 'Hidden',
+    'version': '1.0',
+    'summary': 'Add lead / opportunities info on mass mailing sms',
+    'description': """Mass mailing sms on lead / opportunities""",
+    'depends': ['mass_mailing_crm', 'mass_mailing_sms'],
+    'auto_install': True,
+    'license': 'LGPL-3',
+}
diff --git a/addons/mass_mailing_crm_sms/models/__init__.py b/addons/mass_mailing_crm_sms/models/__init__.py
new file mode 100644
index 00000000000..1a86959b896
--- /dev/null
+++ b/addons/mass_mailing_crm_sms/models/__init__.py
@@ -0,0 +1,4 @@
+# -*- coding: utf-8 -*-
+# Part of Odoo. See LICENSE file for full copyright and licensing details.
+
+from . import utm
diff --git a/addons/mass_mailing_crm_sms/models/utm.py b/addons/mass_mailing_crm_sms/models/utm.py
new file mode 100644
index 00000000000..20ce0d8e74f
--- /dev/null
+++ b/addons/mass_mailing_crm_sms/models/utm.py
@@ -0,0 +1,10 @@
+# -*- coding: utf-8 -*-
+# Part of Odoo. See LICENSE file for full copyright and licensing details.
+
+from odoo import fields, models
+
+
+class UtmCampaign(models.Model):
+    _inherit = 'utm.campaign'
+
+    ab_testing_sms_winner_selection = fields.Selection(selection_add=[('crm_lead_count', 'Leads')])
diff --git a/addons/mass_mailing_sale/models/__init__.py b/addons/mass_mailing_sale/models/__init__.py
index 68af919bac3..622529cb3e8 100644
--- a/addons/mass_mailing_sale/models/__init__.py
+++ b/addons/mass_mailing_sale/models/__init__.py
@@ -3,3 +3,4 @@
 
 from . import mailing_mailing
 from . import sale_order
+from . import utm
diff --git a/addons/mass_mailing_sale/models/utm.py b/addons/mass_mailing_sale/models/utm.py
new file mode 100644
index 00000000000..661ac26a056
--- /dev/null
+++ b/addons/mass_mailing_sale/models/utm.py
@@ -0,0 +1,13 @@
+# -*- coding: utf-8 -*-
+# Part of Odoo. See LICENSE file for full copyright and licensing details.
+
+from odoo import fields, models
+
+
+class UtmCampaign(models.Model):
+    _inherit = 'utm.campaign'
+
+    ab_testing_winner_selection = fields.Selection(selection_add=[
+        ('sale_quotation_count', 'Quotations'),
+        ('sale_invoiced_amount', 'Revenues'),
+    ])
diff --git a/addons/mass_mailing_sale_sms/__init__.py b/addons/mass_mailing_sale_sms/__init__.py
new file mode 100644
index 00000000000..dc5e6b693d1
--- /dev/null
+++ b/addons/mass_mailing_sale_sms/__init__.py
@@ -0,0 +1,4 @@
+# -*- coding: utf-8 -*-
+# Part of Odoo. See LICENSE file for full copyright and licensing details.
+
+from . import models
diff --git a/addons/mass_mailing_sale_sms/__manifest__.py b/addons/mass_mailing_sale_sms/__manifest__.py
new file mode 100644
index 00000000000..9b5a40c0c3c
--- /dev/null
+++ b/addons/mass_mailing_sale_sms/__manifest__.py
@@ -0,0 +1,13 @@
+# -*- coding: utf-8 -*-
+# Part of Odoo. See LICENSE file for full copyright and licensing details.
+
+{
+    'name': 'Mass mailing sms on sale orders',
+    'category': 'Hidden',
+    'version': '1.0',
+    'summary': 'Add sale order info on mass mailing sms',
+    'description': """Mass mailing sms on sale orders""",
+    'depends': ['mass_mailing_sale', 'mass_mailing_sms'],
+    'auto_install': True,
+    'license': 'LGPL-3',
+}
diff --git a/addons/mass_mailing_sale_sms/models/__init__.py b/addons/mass_mailing_sale_sms/models/__init__.py
new file mode 100644
index 00000000000..1a86959b896
--- /dev/null
+++ b/addons/mass_mailing_sale_sms/models/__init__.py
@@ -0,0 +1,4 @@
+# -*- coding: utf-8 -*-
+# Part of Odoo. See LICENSE file for full copyright and licensing details.
+
+from . import utm
diff --git a/addons/mass_mailing_sale_sms/models/utm.py b/addons/mass_mailing_sale_sms/models/utm.py
new file mode 100644
index 00000000000..b5e70411977
--- /dev/null
+++ b/addons/mass_mailing_sale_sms/models/utm.py
@@ -0,0 +1,13 @@
+# -*- coding: utf-8 -*-
+# Part of Odoo. See LICENSE file for full copyright and licensing details.
+
+from odoo import fields, models
+
+
+class UtmCampaign(models.Model):
+    _inherit = 'utm.campaign'
+
+    ab_testing_sms_winner_selection = fields.Selection(selection_add=[
+        ('sale_quotation_count', 'Quotations'),
+        ('sale_invoiced_amount', 'Revenues'),
+    ])
diff --git a/addons/mass_mailing_sms/models/mailing_mailing.py b/addons/mass_mailing_sms/models/mailing_mailing.py
index 2a36ef8329b..43f4cf7be46 100644
--- a/addons/mass_mailing_sms/models/mailing_mailing.py
+++ b/addons/mass_mailing_sms/models/mailing_mailing.py
@@ -46,6 +46,8 @@ class Mailing(models.Model):
         'Send Directly', help='Immediately send the SMS Mailing instead of queuing up. Use at your own risk.')
     # opt_out_link
     sms_allow_unsubscribe = fields.Boolean('Include opt-out link', default=False)
+    # A/B Testing
+    ab_testing_sms_winner_selection = fields.Selection(related="campaign_id.ab_testing_sms_winner_selection", default="clicks_ratio", readonly=False, copy=True)
 
     @api.depends('mailing_type')
     def _compute_medium_id(self):
@@ -82,7 +84,6 @@ class Mailing(models.Model):
                 mail.sms_has_insufficient_credit = trace_dict[mail.id]['sms_credit']
                 mail.sms_has_unregistered_account = trace_dict[mail.id]['sms_acc']
 
-
     # --------------------------------------------------
     # ORM OVERRIDES
     # --------------------------------------------------
@@ -318,3 +319,47 @@ class Mailing(models.Model):
             res[mailing.id] = body
         res.update(super(Mailing, self - sms_mailings).convert_links())
         return res
+
+    # ------------------------------------------------------
+    # A/B Test Override
+    # ------------------------------------------------------
+
+    def _get_ab_testing_description_modifying_fields(self):
+        fields_list = super()._get_ab_testing_description_modifying_fields()
+        return fields_list + ['ab_testing_sms_winner_selection']
+
+    def _get_ab_testing_description_values(self):
+        values = super()._get_ab_testing_description_values()
+        if self.mailing_type == 'sms':
+            values.update({
+                'ab_testing_winner_selection': self.ab_testing_sms_winner_selection,
+            })
+        return values
+
+    def _get_ab_testing_winner_selection(self):
+        result = super()._get_ab_testing_winner_selection()
+        if self.mailing_type == 'sms':
+            ab_testing_winner_selection_description = dict(
+                self._fields.get('ab_testing_sms_winner_selection').related_field.selection
+            ).get(self.ab_testing_sms_winner_selection)
+            result.update({
+                'value': self.campaign_id.ab_testing_sms_winner_selection,
+                'description': ab_testing_winner_selection_description
+            })
+        return result
+
+    def _get_ab_testing_siblings_mailings(self):
+        mailings = super()._get_ab_testing_siblings_mailings()
+        if self.mailing_type == 'sms':
+            mailings = self.campaign_id.mailing_sms_ids.filtered('ab_testing_enabled')
+        return mailings
+
+    def _get_default_ab_testing_campaign_values(self, values=None):
+        campaign_values = super()._get_default_ab_testing_campaign_values(values)
+        values = values or dict()
+        if self.mailing_type == 'sms':
+            sms_subject = values.get('sms_subject') or self.sms_subject
+            if sms_subject:
+                campaign_values['name'] = _("A/B Test: %s", sms_subject)
+            campaign_values['ab_testing_sms_winner_selection'] = self.ab_testing_sms_winner_selection
+        return campaign_values
diff --git a/addons/mass_mailing_sms/models/utm.py b/addons/mass_mailing_sms/models/utm.py
index 67c41648f97..c5d2bb6c809 100644
--- a/addons/mass_mailing_sms/models/utm.py
+++ b/addons/mass_mailing_sms/models/utm.py
@@ -13,6 +13,19 @@ class UtmCampaign(models.Model):
         string='Mass SMS')
     mailing_sms_count = fields.Integer('Number of Mass SMS', compute="_compute_mailing_sms_count")
 
+    # A/B Testing
+    ab_testing_sms_winner_selection = fields.Selection([
+        ('manual', 'Manual'),
+        ('clicks_ratio', 'Highest Click Rate')], string="SMS Winner Selection", default="clicks_ratio")
+
+    @api.depends('mailing_mail_ids', 'mailing_sms_ids')
+    def _compute_ab_testing_total_pc(self):
+        super()._compute_ab_testing_total_pc()
+        for campaign in self:
+            campaign.ab_testing_total_pc += sum([
+                mailing.ab_testing_pc for mailing in campaign.mailing_sms_ids.filtered('ab_testing_enabled')
+            ])
+
     @api.depends('mailing_sms_ids')
     def _compute_mailing_sms_count(self):
         for campaign in self:
@@ -40,3 +53,13 @@ class UtmCampaign(models.Model):
         }
         action['domain'] = [('mailing_type', '=', 'sms')]
         return action
+
+    @api.model
+    def _cron_process_mass_mailing_ab_testing(self):
+        ab_testing_campaign = super()._cron_process_mass_mailing_ab_testing()
+        for campaign in ab_testing_campaign:
+            ab_testing_mailings = campaign.mailing_sms_ids.filtered(lambda m: m.ab_testing_enabled)
+            if not ab_testing_mailings.filtered(lambda m: m.state == 'done'):
+                continue
+            ab_testing_mailings.action_send_winner_mailing()
+        return ab_testing_campaign
diff --git a/addons/mass_mailing_sms/views/mailing_mailing_views.xml b/addons/mass_mailing_sms/views/mailing_mailing_views.xml
index de3bf84ac80..f71b2f4bfe5 100644
--- a/addons/mass_mailing_sms/views/mailing_mailing_views.xml
+++ b/addons/mass_mailing_sms/views/mailing_mailing_views.xml
@@ -23,6 +23,8 @@
                 <attribute name="attrs">{'invisible': ['|', ('mailing_type', '!=', 'mail'), ('state', 'in', ('in_queue', 'sending', 'done'))]}</attribute>
             </xpath>
             <xpath expr="//button[@name='action_schedule']" position="before">
+                <field name="sms_force_send" invisible="1"/>
+                <field name="schedule_type" invisible="1"/>
                 <button name="action_put_in_queue" type="object"
                     string="Send" class="oe_highlight" data-hotkey="v"
                     attrs="{'invisible': ['|', '|', ('mailing_type', '=', 'mail'), ('state', 'in', ('in_queue', 'sending', 'done')), ('sms_force_send', '=', True)]}"
@@ -32,12 +34,6 @@
                     attrs="{'invisible': ['|', '|', '|', ('mailing_type', '=', 'mail'), ('state', 'in', ('in_queue', 'done')), ('schedule_type', '=', 'scheduled'), ('sms_force_send', '!=', True)]}"
                     confirm="This will send SMS to all recipients now. Do you still want to proceed ?"/>
             </xpath>
-            <xpath expr="//div[@name='schedule_block']/div[hasclass('row')]" position="inside">
-                <div attrs="{'invisible': ['|', '|', ('mailing_type', '=', 'mail'), ('state', 'in', ['in_queue', 'sending', 'done']), ('schedule_type', '=', 'scheduled')]}">
-                    <label for="sms_force_send" string="Skip Queue"/>
-                    <field name="sms_force_send"/>
-                </div>
-            </xpath>
             <!-- Headers / Warnings -->
             <xpath expr="//header" position="after">
                 <field name="sms_has_insufficient_credit" invisible="1"/>
@@ -154,14 +150,29 @@
                 <attribute name="attrs">{'invisible': ['|', ('mailing_type', '!=', 'mail'),
                     ('mail_server_available', '=', False)], 'readonly': [('state', 'in', ('sending', 'done'))]}</attribute>
             </xpath>
-            <xpath expr="//field[@name='unique_ab_testing']" position="attributes">
-                <attribute name="attrs">{'invisible': [('mailing_type', '!=', 'mail')]}</attribute>
+            <!-- A/B Testing -->
+            <xpath expr="//field[@name='ab_testing_winner_selection']" position="after">
+                <label for="ab_testing_sms_winner_selection" string="Winner Selection"
+                    attrs="{'invisible': ['|', ('ab_testing_enabled', '=', False), ('mailing_type', '!=', 'sms')]}"/>
+                <field name="ab_testing_sms_winner_selection" nolabel="1"
+                    attrs="{'required': [('ab_testing_enabled', '=', True), ('mailing_type', '=', 'sms')], 'invisible': ['|', ('ab_testing_enabled', '=', False), ('mailing_type', '!=', 'sms')], 'readonly': [('state', '!=', 'draft')]}"/>
             </xpath>
-            <xpath expr="//div[@name='contact_ab_pc']" position="attributes">
-                <attribute name="attrs">{'invisible': [('mailing_type', '!=', 'mail')]}</attribute>
+            <xpath expr="//field[@name='ab_testing_schedule_datetime']" position="replace">
+                 <field name="ab_testing_schedule_datetime"
+                        attrs="{'required': [('ab_testing_enabled', '=', True), ('ab_testing_winner_selection', '!=', 'manual'), ('ab_testing_sms_winner_selection', '!=', 'manual')], 'readonly': ['|', ('ab_testing_enabled', '=', False), ('state', '!=', 'draft')], 'invisible': ['|', '|', ('ab_testing_enabled', '=', False), ('ab_testing_winner_selection', '=', 'manual'), ('ab_testing_sms_winner_selection', '=', 'manual')]}"/>
             </xpath>
-            <xpath expr="//label[@for='contact_ab_pc']" position="attributes">
-                <attribute name="attrs">{'invisible': [('mailing_type', '!=', 'mail')]}</attribute>
+            <xpath expr="//span[@name='ab_test_manual']" position="attributes">
+                <attribute name="attrs">{'invisible': ['|', ('ab_testing_winner_selection', '!=', 'manual'),
+                    ('ab_testing_sms_winner_selection', '!=', 'manual')]}</attribute>
+            </xpath>
+            <xpath expr="//span[@name='ab_test_auto']" position="attributes">
+                <attribute name="attrs">{'invisible': [('ab_testing_winner_selection', '=', 'manual'),
+                    ('ab_testing_sms_winner_selection', '=', 'manual')]}</attribute>
+            </xpath>
+            <xpath expr="//button[@name='action_select_as_winner']" position="attributes">
+                <attribute name="attrs">{'invisible': ['|', ('ab_testing_completed', '!=', False), '|',
+                    ('ab_testing_winner_selection', '=', 'manual'),
+                    ('ab_testing_sms_winner_selection', '=', 'manual')]}</attribute>
             </xpath>
         </field>
     </record>