68% Report Gaps in Digital Accessibility and QA Expertise

Martechvibe

21-05-2025

Only one-third of respondents involve PWD in digital accessibility efforts, and half of the organisations testing AI and Gen AI exclude underrepresented voices, leading to biased results.
Applause has released the results of its fifth annual State of Digital Quality in Accessibility survey, revealing growing awareness and adoption of inclusive design practices ahead of the European Accessibility Act (EAA) deadline as well as interest in adopting AI's accessibility-related capabilities.
The survey of 1,500+ developers, engineers and QA, UX, and legal professionals also found gaps in relevant expertise and QA processes that would help ensure optimal experiences for all users.
Despite a growing commitment to digital accessibility, organisations still lack the resources for continuous, independent testing. Many are turning to AI-driven solutions to supplement internal efforts, but additional investment, including in external expertise and support, is needed to bridge the gap.
The survey also revealed that not enough AI and generative AI (Gen AI) developers are seeking input from diverse user groups, including people with disabilities (PWD) – a critical oversight that risks reinforcing bias and limiting the inclusive potential of these technologies.
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Key Findings:
Digital Accessibility Awareness Reaches New Heights 84% of respondents said that digital accessibility is a top priority (47%) or an important priority (37%) for their company. Fewer than 6% consider it a low priority or not a priority at all.
80% have a person or group at their organisation responsible for ensuring products are accessible – up from 52% in 2022. And, 86% of them are employing inclusive design principles at the planning stage.
Teams are more educated on the topic of digital accessibility, with knowledge ticking upward for the past four years, most notably in the areas of 'advanced' and 'basic' understanding. This year, nearly three-quarters of respondents rated their current understanding as 'intermediate' (36%), 'advanced' (30%) or 'expert' (8%).
Expertise and QA Challenges Persist Despite Growing Awareness Even with dedicated roles and teams overseeing accessibility efforts, 68% of respondents still reported that they lack the expertise and resources to test for accessibility independently, on an ongoing basis.
Only one-third of respondents said they directly engage PWD in digital accessibility efforts. And, half of the organisations testing AI and Gen AI products are not including underrepresented viewpoints, including those of PWD, contributing to biased results.
48% do not have or do not know if they have processes in place to stop the release of inaccessible features into production.
AI and Automation Spark Optimism in Accessibility Solutions 47% of respondents said AI currently provides significant value to accessibility testing, while another 37% believe it will in the next two years.
59% of respondents indicated that they use or plan to use automated tools, which can help identify up to 40% of accessibility issues.
40% of respondents plan to use AI to solve accessibility issues within their organisation, while 31% don't know if they'll use AI in this way.
'Our latest survey reveals an increasingly inclusive mindset among the software development community. Organisations want to optimise digital experiences for all users – not just check the compliance box, though the upcoming EAA deadline is certainly on their radar,' said Bob Farrell, Vice President, Solution Delivery & Accessibility, Applause.
'Organisations are creating dedicated teams to help ensure digital experiences are inclusive – but unless they have access to testing experts and end users with disabilities for feedback, it will be a significant challenge achieving this goal.'
'At one time, our clients' main call for accessibility was 'Let's ensure compliance. We don't want to get sued.' And now, they are recognising that by engaging accessibility experts and people with disabilities to review and test their applications, they open their businesses up to new potential customers around the world,' added Bob Farrell, Vice President, Solution Delivery & Accessibility, Applause.
'They want to give all customers an amazing experience that lives up to their high standards for digital quality – ensuring usability for all.'
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Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem.
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Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform.
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Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle.
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OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences.
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Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale.
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Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases.
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Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market.
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Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle.
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HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals.
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Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales.
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Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics.
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Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
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Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio.
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