Generative QA Evaluator™: Artificial Intelligence Applied to Quality Assurance

Only 3% of calls are evaluated by a quality analyst in large-scale operations, leaving 97% of customer interactions without direct feedback, no opportunity for immediate improvement, and undetected latent risks.

In a context where every conversation matters, artificial intelligence emerges as an enabler to take quality evaluation to a new scale without abandoning human oversight.

"AI does not replace the QA analyst—it frees their time for what matters most: providing feedback, developing, and supporting operational talent," says Omar Jiménez, Director of Continuous Improvement at Pentafon.

Why Traditional QA Is No Longer Enough

The current QA model faces three major limitations:

• Limited coverage: QA staff listen to only 3% of total calls.
• High evaluation time: Listening, validating, and documenting can take up to 150% of the actual call duration.
• Delayed feedback: Errors are identified after they have already had consequences.

This prevents agile learning, misses early warning signs, and introduces bias by relying exclusively on subjective human judgment.

Generative QA Evaluator™: AI Applied to Quality Assurance

To address this challenge, Pentafon developed the Generative QA Evaluator™, a tool based on conversational AI and natural language processing. Its impact is immediate:

• Evaluates up to 90% of calls in the first phase, vastly exceeding human reach.
• Immediate implementation within 4 days, without long development cycles.
• Accelerated learning: reaches 95% accuracy in just 3 weeks.
• Analyzes calls in only 30 seconds, regardless of duration.
• Identifies specific areas for improvement with precise recommendations for each call agent.
• Generates real-time alerts for risky phrases, potential fraud, or inappropriate language.
• Delivers performance dashboards, with actionable KPIs updated in real time.

This model combines technological efficiency with human sensitivity: human contact is not eliminated but relocated to the most strategic phases—initial setup and final feedback—where the judgment, empathy, and leadership of QA analysts make a difference.

Unlike the traditional model, where each evaluator applies criteria based on personal interpretation, the Generative QA Evaluator™ replaces subjectivity with a 100% consistent, precise, and replicable evaluation structure. This ensures all interactions are assessed under the same standards, eliminating bias and variability.

Thanks to its accelerated learning capability, this tool reaches 95% accuracy in just three weeks, matching—or even surpassing—the precision of a human evaluator in repetitive tasks. Its data-driven approach detects patterns, errors, and opportunities with a depth only AI can achieve at scale.

From Auditor to Coach: A New Role for QA Teams

The greatest change this tool brings is not just operational but cultural: it transforms the role of the QA analyst. By freeing them from repetitive, low-impact tasks, they can focus on what truly drives continuous improvement:

• Listening with intent.
• Designing individual development plans.
• Supporting talent throughout the learning curve.
• Conducting coaching sessions with precise data and emotional context.

Adopting the Generative QA Evaluator™ Enables Organizations To:

• Ensure service standards through consistent evaluations based on defined criteria.
• Improve customer experience by identifying and correcting opportunities in real time.
• Detect risk situations before they escalate, thanks to immediate alerts for inappropriate language or potential fraud.
• Strengthen talent development by providing clear, personalized, and timely feedback.

This approach turns the quality function into a strategic engine for efficiency, loyalty, and continuous improvement. Professionalizing and scaling quality management with tools like the Generative QA Evaluator™ allows organizations to detect more, faster, and in greater depth.

*"We have developed a generative AI-based solution that automatically evaluates interactions between agents and customers, identifying both protocol compliance and areas for improvement. It uses generative models to interpret the context of each conversation, generate intelligent summaries, and provide actionable insights in real time.

It is designed for customer service, quality, and experience teams seeking to scale supervision without sacrificing accuracy. This tool can audit up to 90% of calls, optimize the customer experience, and enhance operational and strategic decision-making."*
— Juan Pablo Castro, Transformation and Innovation Manager, Pentafon

Quality That Listens, Learns, and Improves

With this innovation, Pentafon redefines quality monitoring in high-volume operations, integrating generative technology to serve human development. The result: better customer experience, fewer critical errors, and real operational performance improvement.

Listen more, listen better, and act in time. That is the new standard.

The Generative QA Evaluator™ is part of Pentafon’s AI-powered solutions portfolio designed to transform talent management. From recruitment to training and workforce management, our tools are built to scale, automate, and enhance every stage of the employee lifecycle.