Everyone’s chasing 100% QA coverage like it’s the ultimate proof of progress. But 100% of something unreliable still gives you exactly that – 100% unreliability. We’ve glamorised “total coverage” as a success metric, when in reality, it often hides inefficiency, bloated data, and questionable insight quality.Because in the race to automate everything, we forgot the only question that truly matters: Are we automating intelligently?   The Illusion of More 100% coverage looks impressive on a dashboard. But if you’re simply scaling the same flawed processes, you’re not improving, you’re industrialising noise. Automation without calibration doesn’t create efficiency; it just amplifies error faster. The truth is simple: more coverage doesn’t always mean more truth or better value.   The Shift to Intelligent Automation The real advantage isn’t automating everything. It’s automating intelligently and deeply with the right interactions, the right metrics, the right insights. Depth matters more than reach. When AI uncovers the why