Agile teams face several barriers when trying to incorporate automation, including developers' traditional attitudes towards testing, unrealistic maintenance costs, and previous bad experiences with automation projects. Challenges such as working with legacy code and relying on testers without coding expertise can hinder automation efforts. Additionally, fears of job security, failure, and the significant upfront investment required for automation can deter teams from pursuing automated solutions. Lack of support and knowledge within the team also contributes to these challenges, necessitating organizational investment in coaching and education. Despite these obstacles, automation can significantly enhance efficiency and return on investment over time, but teams need to clearly communicate these potential benefits to gain organizational support.