Maintaining quality in software is a difficult task for several reasons, such as, company growth, time-to-market demands, code complexity and more. GUI testing tools and Continuous Integration (CI) are common practice today to tackle some of the issues with maintaining software quality. However, these techniques bring a set of challenges. Visual Regression Testing (VRT) is a special kind of GUI testing technique focused upon image-based assertions. This study presents an implementation and investigation of the benefits and drawbacks of introducing VRT for a CI environment in an industrial context. Additionally, the thesis investigates factors that need to be considered upon this transition. The results show that benefits are associated with this approach, such as, quicker feedback times and an increase in testing frequency. However, drawbacks and implications were also identified, such as, test maintenance and organizational concerns, indicating careful consideration needs to be taken by an organization before proceeding with an implementation.