you want to look at an unattended.txt file.
run the setup.exe and pass it the unattended.txt file and it will install windows without any user intervention.
as part of the unattended.txt file you can specify a
[GuiRunOnce]
"c:\startsoftware.vbs"
this will be the first script that is run after the unattended windows installation has finished.
we use this script to add a user to the local admins, set this user up for autoadmin logon.
then we have a logonscript for the user which reads an ini file which list all the products and hotfixes we want to install.
the reading of the ini file is slightly more complicated as it is read in different ways depending on the type of pc, the language choosen, and the products the user selected before they started the build.
there you have it