Interesting enough one of the teams at Google released an aforementioned tool to automate Windows installation.
Glazier was created with certain principles in mind.
Text-based & Code-driven
With Glazier, imaging is configured entirely via text files. This allows technicians to leverage source control systems to maintain and develop their imaging platform. By keeping imaging configs in source control, we gain peer review, change history, rollback/forward, and all the other benefits normally reserved for writing code.
Reuse and templating allows for config sharing across multiple image types.
Configs can be consumed by unit tests, build simulators, and other helper infrastructure to build a robust, automated imaging pipeline.
Source controlled text makes it easy to integrate configs across multiple branches, making it easy to QA new changes before releasing them to the general population.
There aren't many instructions on how to get started, but something can be read at https://github.com/g.../setup/index.md
I'm still not understanding very well the mechanics of how it works. If someone can help with feedback the tool is indeed useful (or not), I would be grateful.