The test automation strategy is already part of the project setup definition. It covers all test levels, from low-level unit tests to mid-level integration or service tests and on to top-level GUI tests.
The biggest advantages of automated testing are that repetitive manual tasks and the risk of human error are minimized, it provides fast daily feedback, and regression test suites are built up that can be executed at any time with minimal effort.
Automated tests can be conducted as part of the build process (e.g. unit tests, integration tests) or as part of delivery in a test environment. Planning the test automation as part of the build process offers software developers immediate feedback on code changes. Conducting GUI tests in the deployment, e.g. overnight, provides a summary of the test results the next morning.
The results of an automated test can be presented online to all project participants with an open-source tool like Jenkins.