Automation Testing Trends of the World Quality Report 2023-24

June 7, 2024

The World Quality Report (WQR), now in its 15th edition, remains the quintessential global analysis of quality engineering and software testing trends. Drawing insights from interviews with 1,750 executives and professionals across 8 sectors spanning 40 countries, this year’s report sheds light on emerging automation testing trends 2024 and key recommendations reshaping the quality engineering landscape.

For business leaders navigating the complexities of modern software development, understanding and leveraging these trends are essential for driving impactful outcomes and achieving sustainable success.

Key Automation Testing Trends 2024 from the World Quality Report 2023-24

Automation as the Cornerstone:
Automation testing continues to be the cornerstone of modern quality engineering initiatives. With businesses increasingly prioritizing efficiency and agility, automation enables organizations to streamline their testing processes, accelerate time-to-market, and improve overall product quality. The report on automation testing trends 2024 underscores the growing adoption of automation testing frameworks, emphasizing their role in achieving robust test coverage and faster feedback cycles. However, despite the prominence of quality automation, organizations continue to face challenges in implementing and integrating these technologies seamlessly into their workflows.

Shift Towards AI-powered Testing:
Artificial intelligence (AI) emerges as a game-changer in quality engineering, revolutionizing traditional testing methodologies. The World Quality Report highlights the rising trend of AI-powered testing solutions, particularly the application of generative AI, which redefines the possibilities in test case generation and execution. AI-driven testing offers organizations the opportunity to achieve higher productivity, efficiency gains, and superior test coverage, ultimately driving enhanced software quality.

Cloud Testing Evolution:
Cloud computing continues to reshape the testing landscape, with organizations increasingly leveraging cloud environments for testing purposes. The report underscores the evolution of cloud testing, noting the significant shift towards cloud adoption for test environments. As businesses modernize their application portfolios, the need for a comprehensive cloud testing strategy becomes imperative, driving organizations to explore innovative approaches for provisioning test data and ensuring seamless integration with CI/CD pipelines.

Focus on End-to-End Customer Experience:
In today’s hyper-connected world, delivering exceptional customer experiences is paramount for business success. The World Quality Report emphasizes the importance of end-to-end customer journey validation, highlighting the need for purposeful collaboration between quality engineering and business stakeholders. By prioritizing end-to-end testing and validating all touchpoints of the customer journey, organizations can safeguard brand reputation, maximize customer satisfaction, and drive business growth.

Integration of Intelligent Testing Strategies:
Intelligent testing strategies, powered by AI and machine learning, are gaining momentum as organizations seek to augment their testing capabilities. The report underscores the value of AI-driven test prioritization and test case selection, enabling organizations to derive maximum value from intelligent testing initiatives. By focusing on non-functional aspects alongside functional testing and leveraging AI for test prioritization, organizations can ensure comprehensive test coverage and mitigate potential risks effectively.

Key Statistics for the Automation Testing Trends 2024

Business Assurance: The report reveals that 56% of organizations align their strategic business goals with testing endeavors. To capitalize on this alignment, it is recommended that organizations elevate the testing function to deliver optimal business outcomes. This can be achieved through fostering a cultural shift and augmenting business assurance via value stream mapping. Additionally, promoting a culture of continuous improvement is essential to enhance overall business performance.

Agile Quality Management: To adapt to the evolving demands of agile development, organizations are increasingly transitioning traditional quality engineers into full-stack quality engineers. It is thus recommended that organizations adopt a build-or-buy mentality to meet evolving workforce demands. Integration with DevOps/DevSecOps practices and the establishment of lightweight capability units can also streamline test processes and governance.

Quality Engineering Lifecycle Automation: Prioritizing automation against legacy systems has become imperative for organizations. To maximize the benefits of automation, the automation testing trends 2024 slide on the recommendation that teams be upskilled to leverage AI effectively. Additionally, creating an automation marketplace for enhanced collaboration and asset reuse can drive efficiency and innovation in testing processes.

AI, the Future of Quality Engineering: The World Quality Report automation testing trends 2024 highlight that 77% of organizations are now investing in AI to optimize quality assurance processes. To capitalize on this investment, organizations should continue to prioritize AI-driven productivity enhancements. Furthermore, an iterative approach towards experimentation and clear KPIs are recommended to drive successful AI implementation.

Quality Ecosystem: Cloud-native tooling for cloud testing is favored by 71% of organizations. To fully harness its benefits, organizations should accelerate the inclusion of cloud and infrastructure testing in the Software Development Lifecycle (SDLC). Additionally, adopting stringent practices to test the impact of failure events in the cloud is crucial for ensuring reliability and resilience.

Digital Core Reliability: Engagement of business users in testing digital core solutions is practiced by 35% of organizations. To enhance digital core reliability, organizations should explore newer approaches such as test isolation and contract testing. Furthermore, leveraging service virtualization can overcome challenges related to multiple applications and data dependencies.

Intelligent Product Testing: 46% of organizations prioritize root cause analysis, indicating a shift towards intelligent testing. Organizations should invest in AI solutions for test prioritization and selection. Additionally, focusing on end-to-end testing ensures a seamless customer experience across all touchpoints.

Quality and Sustainability: The report underscores the critical role of quality engineering in driving the sustainability agenda, with 97% of organizations acknowledging its importance. To make meaningful strides in sustainability, organizations should develop key KPIs across the lifecycle and embed sustainability practices into every aspect of their operations.


As organizations navigate the complexities of the digital landscape, embracing automation testing trends 2024 outlined in the latest World Quality Report becomes imperative for driving sustainable success. By harnessing the power of automation, AI, cloud testing, and intelligent testing strategies, businesses can elevate their quality engineering initiatives, deliver superior software products, and achieve meaningful business outcomes in today’s competitive market landscape.

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