You shouldn&#x27;t do continuous integration without continuous deployment, because you don&#x27;t know whether you&#x27;re relying on code that is not ready to go to prod. And you shouldn&#x27;t do continuous deployment unless your test coverage (including load+perf) is so exhaustive that every possible change has zero risk in prod. Literally every team I&#x27;ve ever worked on had to manage production deployment tactically in terms of &quot;are the right people available if we roll this right now&quot; and &quot;how much effort would the rollback be&quot; and &quot;is this an especially important day for our customers&quot;.<p>New features should be on branches off master, and master is the code we&#x27;ve already pushed to prod <i>and</i> agreed is good enough not to roll back.