In an agile business, automation is becoming an essential process. Companies are now taking advantage of automation testing tools to increase their efficiency and productivity. Automation is frequently evangelized as the cure-all of software quality woes. Some of the benefits that accrue from automated tests include test reusability, repeatability and coverage besides the savings on effort, time and cost it takes for execution (compared to manual testing). However it’s NOT the answer for everything. Test automation, while being able to improve numerous aspects of software development, has limitations that developers and quality assurance teams should be aware of from the start. Understanding these limitations of automation testing will help us devise an efficient & effective automation strategy.