You can't tune a room with electrons.
You can change a room's acoustics. When someone asks an integrator to "tune the room," they mean adjusting the sound system. That work changes the system, and the room stays as it was.
Good sound gets built in a fixed order. The acoustics come first, then a well-designed and properly deployed system, and system tuning comes last. A good design can work around some of a room's problems. Tuning cannot fix a bad room or a bad deployment though. I love time aligning loudspeakers in Smaart and setting a system to a target curve, and all of that work corrects the direct sound at the positions I measure. Multi-point correction covers more listening positions and can tame low-frequency modal peaks, though it cannot fill a null. Reflections and decay arrive later and differ at every seat, and no filter in the processor can take them out.
A few years ago we worked on a beautiful boardroom in Houston, all glass, metal, and marble. The owners insisted that AV could not alter the look of the room, which forced ceiling tile microphones into a highly reverberant space. UC calls were close to impossible. We were called back several times to tune the room. We made it slightly better, but the acoustics and the deployment were working against us. The right answer was treatment and a different AV design. Aesthetics won that argument, the room still does not work well, and the board holds its major meetings elsewhere.
Last year a performance space asked us to quote a new PA to replace a year old system from a top-tier brand. The room acoustics were surprisingly good for that type of space. However, the line arrays were splayed far too wide and poorly aimed, and the sidefills sat in the wrong spot, pointed almost directly at a wall. We proposed redeploying the system they already owned.
We are an integrator, and our job is to sell AV. Sometimes AV is not the problem, and selling more of it would not help. Before you pay anyone to tune a room, listen to the room. Is the problem the technology or the architecture? What are the reflections and decay doing at the seats, and how are the loudspeakers hung and aimed? Fix the physical parts of the room first, then tune.