diff --git a/.pipelines/e2e.yml b/.pipelines/e2e.yml
index 1a09b515e..b134125af 100644
--- a/.pipelines/e2e.yml
+++ b/.pipelines/e2e.yml
@@ -45,6 +45,13 @@ jobs:
           make extract-aro-docker
         displayName: Extract ARO binaries from build
 
+      # Override the E2E label for IndividualCI/BatchedCI (i.e. not manually
+      # ran/PR jobs) to run all non-smoke tasks (default is !smoke&&!regressiontest)
+      - script: |
+          echo "##vso[task.setvariable variable=E2E_LABEL]!smoke"
+        displayName: Enable regression tests in CI
+        condition: in(variables['Build.Reason'], 'IndividualCI', 'BatchedCI')
+
       - script: |
           az account set -s $AZURE_SUBSCRIPTION_ID
           SECRET_SA_ACCOUNT_NAME=$(SECRET_SA_ACCOUNT_NAME) make secrets