Thanks for pointing that out. I should have clarified because I agree that "Automatic" is a relative term.
Lambda is entirely automatic like you point out. You literally don't need to think about it. You upload your function and it scales to meet demand (within limits).
ECS however still requires configuration, but it is extremely simple to do. They actually call it "Service Auto-Scaling". Within there you choose a scaling strategy and set a few parameters. That is it. After that, it really is "automatic".
Most of the time you will be selecting the "Target Tracking" strategy. Then you select a Cloudwatch metric and it will deploy and terminate Fargate instances (called "tasks" in the docs) to stay within your specified range. So a good example would be selecting a CPUUsage metric and keeping the average CPUUsage between 40-70%. If the average CPU usage starts to get above 70% across your tasks (Fargate instances), then ECS will deploy more automatically. If it falls below 40% then it will terminate them until you get within your desired range. You get all this magic from a simple configuration in ECS. So that's what I mean by automatic. Its pretty easy. Depending on what you are doing, it can set scaling to any other metric. It could be bandwidth, users, memory usage, etc. Some of these (like memory) require you to configure a custom metric, but again it isn't bad.
You can also scale according to other strategies like scheduled. So if get lots of traffic during business hours you can scale up during business hours and scale down during the night. Again, just set your schedule in ECS. It is pretty simple.