In today’s era, high quality software delivery is vital for rapid software development. Organizations are now realizing that thorough testing is the key to developing quality software effectively and efficiently. In the squeezing timeline of development, it is challenging to perform thorough testing by executing a large volume of diverse test cases for multiple profiles, browsers, and devices. Integrated, robust, and flexible test automation is a suitable solution to overcome this scenario. Innovative automation framework strategy, design, and implementation offer a substantial edge to deliver high-quality software. This presentation will emphasize best practices that need to be followed for designing, development, and implementation of test automation framework. It will cover how to design and develop a test automation framework from scratch for legacy systems which are developed with or without third party UI components. It will also describe common challenges faced while developing test automation frameworks and their tangible solutions. The presentation will conclude with how to transform the scope of test automation by leveraging AI to embrace testing and achieve high-quality excellence in the shrinking delivery timeline.