Generative AI is poised to revolutionize testing automation in organizations, offering transformative opportunities across the software development life cycle (SDLC) by automating repetitive tasks and learning from patterns. Key areas for its application include test case generation, automated scripting, data creation, and defect prediction. Successful implementation requires organizations to achieve technological maturity, which involves data readiness, infrastructure support, and a skilled workforce capable of handling AI technologies. Organizations must also undergo digital transformation and adapt their structures and processes to accommodate AI, while managing ethical, legal, and societal implications. Despite the significant benefits, including reduced manual effort and increased efficiency, challenges such as security, privacy, and workforce reskilling must be addressed to fully harness the potential of Generative AI in testing automation.