In the evolving landscape of software development, in-sprint test automation has become crucial as QA teams transition from traditional Waterfall models to Agile and DevOps methodologies. The process involves executing the entire testing phase within a single sprint, which poses numerous challenges such as last-minute modifications, incomplete user stories, and technical complexities like cross-browser compatibility and lack of technical expertise. Testers often encounter issues with user story clarity, incorrect time estimations, and repeated regression cycles, necessitating adaptive strategies and better communication among team members. Technical challenges include the need for robust automation tools, proper training for automation engineers, and effective reporting processes to avoid false positives and negatives. Overcoming these hurdles requires meticulous planning, selecting appropriate tools, and fostering seamless communication within teams to ensure continuous delivery and successful sprint completion. The article provides insights into the challenges faced and offers practical solutions and best practices for implementing effective in-sprint test automation.