AI might dominate today’s conversations, but how can QA stay relevant by driving meaningful improvements—no matter the focus? True QA transformation isn’t about chasing the latest tools or technologies—it’s about learning how to lead initiatives that create measurable, long-term impact, whether it’s AI, process optimization, automation, or any other area of quality enhancement. This session explores how a structured approach using Objectives and Key Results (OKRs) can help mature and align quality efforts. You’ll learn how teams can align QA with business goals by advancing user-centric testing, using discovery insights and usage patterns to enhance the relevance of tests. You’ll also see how to gain leadership support through outcomes that clearly reflect the value of quality practices, and how to engage teams by turning day-to-day challenges into purpose-driven improvements that spark creativity and ownership. Additionally, we’ll explore how AI tools can be used to recommend relevant objectives and validate OKRs generation. This isn’t just about isolated success stories—it’s about sharing a practical, repeatable method for driving change across any QA initiative. While my examples illustrate the approach, the real takeaway is gaining knowledge that you can apply to your context. As the saying goes: “Give a man a fish, and you feed him for a day. Teach him how to fish, and you feed him for a lifetime.” By the end of this session, you’ll have the tools to plan, implement, monitor, and deliver initiatives that bring value today and ensure QA’s relevance into the future.