Before feature flags, releasing a new feature would require taking your application offline to make changes, then redeploying it. In addition, if you find bugs after the release, you'll have to start the process from scratch. Despite being a traditional approach, this won't serve your users and your business well today. A feature flagging solution allows you to release and even roll back features without downtime with just a few clicks.
When it comes to releasing new features, it is often difficult to anticipate how users will react and interact with them. This is where A/B testing comes in useful. It provides a mechanism to test and evaluate two variations of an app to determine which is better by releasing them to an isolated user segment before a full deployment. This level of flexibility allows developers to quickly experiment with new features without affecting the production environment.