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Feature flags are a powerful tool that enhance the CI/CD process by separating deployment from release, allowing for more controlled and measured rollouts of new features. They address the limitations of traditional CI/CD approaches, which often treat deployments as all-or-nothing events, potentially leading to costly downtime and reactive fixes when issues arise. By using feature flags, teams can deploy code continuously while controlling its visibility to users, enabling gradual rollouts, targeted testing, and immediate rollbacks without redeploying code. This approach not only increases the frequency and confidence of deployments but also reduces incident costs and improves overall business outcomes. Feature flags facilitate continuous experimentation by embedding measurement into every release, allowing teams to make data-driven decisions rather than relying on intuition. The integration of feature flags with CI/CD pipelines, as demonstrated by platforms like GrowthBook, provides automated rollout schedules, guardrail monitoring, and rollback capabilities, ensuring that deployments are safe and effective.