diff --git a/build/azure-pipelines/common/releaseBuild.ts b/build/azure-pipelines/common/releaseBuild.ts
index 32ea596ff64..68ecf30df39 100644
--- a/build/azure-pipelines/common/releaseBuild.ts
+++ b/build/azure-pipelines/common/releaseBuild.ts
@@ -59,8 +59,15 @@ async function main(force: boolean): Promise<void> {
 
 	console.log(`Releasing build ${commit}...`);
 
+	let rolloutDurationMs = undefined;
+
+	// If the build is insiders or exploration, start a rollout of 4 hours
+	if (quality === 'insiders') {
+		rolloutDurationMs = 4 * 60 * 60 * 1000; // 4 hours
+	}
+
 	const scripts = client.database('builds').container(quality).scripts;
-	await retry(() => scripts.storedProcedure('releaseBuild').execute('', [commit]));
+	await retry(() => scripts.storedProcedure('releaseBuild').execute('', [commit, rolloutDurationMs]));
 }
 
 const [, , force] = process.argv;