The rise of generative AI is leading to many changes for customer experience (CX), not the least of which is the need for a new set of assurance and testing tools.
Metrigy’s recently published global Customer Experience Optimization 2025-26 research study with 656 companies bears this out: While just shy of 35% are using CX assurance and testing tools today, 52.5% have them on their implementation roadmaps or are evaluating. The primary reason for adopting, for 48.4%, is new risk introduced by the adoption of AI and automation.
The challenge for CX operations is to determine which types of tools they need, and whether they can get them natively from their contact center platform providers and, if so, whether they want to go this route or instead bring in third-party or open-source offerings—or mix and match.
Among the types of capabilities CX operations will need along with AI are functional and conversational assurance testing and performance and scalability testing.
The former includes tools for generative AI and large language models, capable of checking for adherence to compliance, bias, hallucinations, and security vulnerabilities; chatbots and voicebots, checking on intent understanding, accuracy of response, and coherency; and agent assist, for running interaction simulations to ensure contextual relevancy and timeliness of information. Among the latter are tools for load testing AI infrastructure for AI agent response times during peak periods, as well as for checking audio quality to make sure AI can understand customers during voice interactions.
Metrigy’s research already shows a correlation between the use of generative AI assurance testing and optimization tools with success. This study’s success group, determined by measured improvements across several key business metrics, also considers AI testing and optimization tools to be very important vs. just moderately so or not important at all. Additionally, at least half of the success group sees a variety of benefits from automated CX testing, including operational cost reductions, improved customer retention through minimized disruptions, a boost in employee efficiency, quicker time to market through accelerated test cycles, and the ability to mitigate risk through avoidance of compliance failures.
What’s also clear from a look at the success group is that having continuous visibility and testing across channels can be a differentiator. In this study, 86.1% of the success group consider continuous visibility and testing across channels to be very important, vs. 47.8% of the non-success group and 55.6% of companies overall.
For more on CX assurance and testing, see our report: Customer Experience Optimization 2025-26: Focus on CX Testing and Assurance
