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Purpose This study examines the potential of Generative Artificial Intelligence (GenAI) to enhance Quality Assurance (QA) in standardised auditing contexts. As organisations increasingly utilise AI to fulfil compliance obligations, the research explores how GenAI can aid ISO-based auditing processes. Design/methodology/approach A qualitative exploratory design was adopted, using semi-structured interviews with ten auditors and QA professionals across multiple industries. Guided by the Technology Acceptance Model (TAM) and Sociotechnical Systems (STS) theory, thematic analysis identified functional and non-functional requirements, stakeholder expectations, and organisational challenges influencing GenAI adoption. Findings GenAI holds significant promise for automating audit tasks such as document review, risk detection, and reporting, thus enhancing efficiency and reducing manual effort. However, constraints exist, including the need for explainability, trust, and human oversight. Organisational readiness, regulatory compliance, and integration with existing systems were recognised as critical hurdles to implementation. Research limitations/implications Interviews were limited to professionals with ISO-based auditing experience, and perspectives from clients, regulators, and other regimes such as GDPR or HIPAA were not represented. Broader, mixed-method, multi-stakeholder cases are needed to generalise the findings and assess GenAI's impact across diverse compliance settings. Originality/value This paper advances Quality 4.0 by developing a human–AI co-auditing framework for clause-level ISO assurance grounded in practitioner insights. It moves beyond adoption-focused research to articulate design principles that improve traceability, audit efficiency, and clause coverage reliability, while preserving professional accountability through human-in-the-loop governance.
Masoudy et al. (Thu,) studied this question.