Some years ago, Continuous Integration (CI) or at least Continuous Delivery (CD) was the "latest and greatest". If you managed to set it up for your project you were playing amongst the cool kids. Nowadays having a CI/CD pipeline can be considered mainstream and without a fully automated delivery workflow in place, you are likely to lose important competitive advantage.
One can argue that CI/CD pipelines became a key driver for a team's software delivery performance. They evolved from some hacky shell scripts - that were created once and never ever touched again - to a critical component of your software project that need to be maintained and scaled...