Technology prowess is rapidly leveling off and organizations will compete in the next economy based on the experience they provide their customers. Beyond traditional digital transformation, we saw from the pre-covid era, the next wave of transformation is centered on the customer experience. For the quality assurance and testing community that was purely focused on digital and traditional testing, this poses new challenges. Organizations that had developed specialized testing, automation, methodologies, processes, and tools will now need to reinvent all of this to assure sentiments, empathy, experience, and trust. This will need radically different and innovative thinking, processes, and methodologies.