The importance of test automation in software quality assurance lies in its ability to improve efficiency and accuracy. Automated tests can execute multiple test cases swiftly, reducing the time required compared to manual testing. This is crucial for maintaining high software quality as it allows for frequent and consistent testing, helping catch bugs early in the development cycle. Furthermore, test automation facilitates regression testing, ensuring that new changes do not disrupt existing functionalities. Overall, it enhances the development process by streamlining tasks and providing reliable feedback.