AI for developers, AI for customer support, AI for project managers… and AI for everyone in between. If we summed up all the words spoken at this year’s Atlassian Team ‘25 Europe, AI would likely be among the most frequently used – second only to Rovo, Atlassian’s all-in-one AI solution. It was quite obvious that Atlassian intends to place Rovo at the heart of the ecosystem.
But more importantly, Atlassian’s message went beyond simply adding AI to existing workflows. Their vision is to redefine the very System of Work – building processes where AI becomes the starting point of every task, not just an assistant on the side.
The rise of Rovo
First introduced as a fairly expensive new product, only to eventually be released for free for all Atlassian customers. Since its launch, Rovo came a long way to a place where it is now – a center of Atlassian’s current strategy, with usage rates growing nearly 50 times over the past year.
And honestly, Rovo starts to seem like a missing link we all didn’t know we needed, especially with all the new features announced during the event, indicating that Rovo will be now present in the majority of Atlassian products.
AI agents for every job
Atlassian’s current goal is to make Rovo an integral member of every team, and a smart force that connects it all together. This goal is supported by the recent advancements, designed to increase Rovo’s presence across the board:
- Rovo Search is becoming the new default search experience in Jira and Confluence, bridging the gap between teams, products, and even third-party apps, and establishing one accessible source of knowledge from all platforms your organization uses.
- Rovo Chat is now equipped with personal memory, allowing it to provide more contextually accurate answers. Another new feature available within Rovo Chat is Canvas – a board where teams can collaborate with Rovo without having to switch tools. Not only that, Rovo Chat also comes with 100+ out-of-the-box Skills to help users in their everyday tasks, such as drafting emails or updating work items. Tasks assigned to Rovo can be performed automatically as a part of a workflow.
- Rovo Studio introduces a low-code and no-code environment for building custom AI assistants and workflows. Teams and partners can create specialized Rovo Agents tailored to their organization’s unique processes, extending AI capabilities beyond the defaults and integrating them seamlessly into their workstreams.
What’s important to note here is that Atlassian isn’t just layering AI on top of its tools. With Rovo, it’s rearchitecting the workflow itself – placing AI at the core of how teams plan, act, and make decisions. The promise is a more efficient, strategic, and 360° view of projects, where every task begins with insight and context provided by AI.
Collections: Atlassian’s move towards end-to-end solutions
Atlassian is shifting its product strategy, moving away from releasing individual apps for isolated use cases and toward creating comprehensive solutions tailored to entire areas of work. Rather than filling gaps one feature at a time, Atlassian is now bundling products into collections that provide fuller, integrated solutions for teams across IT, software development, and business strategy.
New collections include:
- Atlassian Service Collection – an AI-powered Service Management suite combining Jira Service Management, Customer Service Management, and Assets. With Rovo AI agents embedded, it offers a unified approach to managing both internal IT operations and external customer support.
- Atlassian Software Collection – a complete toolkit for software teams, including Rovo Dev, Bitbucket with Pipelines, Compass, and DX, providing end-to-end visibility, AI-assisted development, and analytics.
Existing collections also received enhancements:
- Teamwork Collection (introduced earlier in 2025) bundles Jira, Confluence, and Loom with Rovo to connect technical and business teams. It now also uses Rovo to transform notes into pages or live docs, manage projects, and even assign coding tasks.
- Strategy Collection focuses on enterprise planning, bundling Jira Align with Focus (real-time goal planning) and Talent (workforce planning). Recent updates make it easier to link goals, work, and budgets, while Rovo delivers predictive insights, risk detection, and executive-ready summaries.
Atlassian’s approach to Collections further reflects this shift toward AI as the operating core. Each suite is designed not only to combine tools but to reorganize workflows around prediction and automation, turning Rovo into the connective tissue of teamwork.
This strategic pivot doesn’t just impact Atlassian’s customers – it also changes how solution and marketplace partners operate. With a focus on domain-specific collections, partners are now encouraged to develop deep expertise in verticals, creating solutions that go beyond generic apps and deliver unique value. As Nemetschek Bulgaria, a Gold Solution Partner, notes:
“Atlassian repeatedly said that our path as partners is to find a vertical and build a specific solution for it. The time of feature/product apps is over. Apps now need focus and deep domain knowledge to create solutions that can’t be easily copied. We need to find what makes us different.”
By emphasizing integrated, AI-enabled collections, Atlassian is setting the stage for partners to innovate in specialized areas and deliver solutions that truly stand out.
Strategic shifts: Cloud & governance
Another prominent trend in Atlassian’s current strategy is a full cloud migration. There are some key changes happening in relation to that:
- Data Center editions will become read-only by 2029.
- The new Atlassian Ascend program makes migration faster and safer. It offers automated tools, best-practice guides, and partner incentives to help organizations move smoothly.
- Atlassian Isolated Cloud – a single-tenant option for strict data isolation, coming in 2026.
The company is also boosting enterprise governance and regionalization. The new Units concept lets large organizations split their Cloud instance into sub-organizations. Each Unit can have its own user groups, data boundaries, and isolated AI contexts. This flexibility helps regulated enterprises maintain internal separation while staying centralized.
The future landscape of the Atlassian ecosystem
Atlassian is charting a bold course for the next era of work, with two trends shaping the ecosystem: cloud-first operations and AI-driven collaboration. The Cloud is now scalable, compliant, and enterprise-ready, while AI is becoming central to teamwork.
“The Atlassian Marketplace is evolving from a traditional app store into a rich ecosystem of capabilities and interconnected services that extend well beyond software. With the Teamwork Graph at the core, powering Rovo and the entire Atlassian platform, apps will increasingly act as specialized ‘skills’ that drive Atlassian’s AI, feeding it data, context, and automation, while also consuming and applying the insights from the graph themselves. For vendors, this represents both an opportunity and a challenge: to remain relevant, we must align our products with Atlassian’s platform logic, deeply integrate with the Teamwork Graph, and create solutions that not only feel native, but truly work natively within the evolving ecosystem.”
We had a chance to exchange our thoughts with Nemetschek Bulgaria, a leading Atlassian Gold Solution Partner. With 25+ years of experience in consulting, training, customization, and app development, Nemetschek Bulgaria helps teams unlock the full potential of the Atlassian ecosystem.
They highlighted several key insights:
“Atlassian is investing heavily to become a leader in AI. Rovo AI will be sold as a platform even to non-Atlassian users. On the Marketplace, both services and apps will be sold.
Apps will increasingly be bundled into Collections rather than sold individually. Customers can now access the platform first and add business apps as needed, creating new opportunities for partners.
Selling apps to mid-size and large enterprises will largely happen through partners, and Atlassian is training us to deliver solutions via Statements of Work.”
As AI capabilities become more accessible, new possibilities open up not only for enterprises but also for individual teams and developers.
“The ability for customers to build their own Agents or lightweight AI-powered apps is something we, as vendors, observe closely. It certainly increases market competitiveness, but at the same time, it pushes us to deliver even greater value through our products. Every AI solution or mini-app created within the ecosystem will still require maintenance and rely on shared data. Our advantage lies in delivering more complex, cross-departmental use cases that enhance workflows across entire organizations.”
In short, Atlassian’s future is cloud-only, AI-powered, and ecosystem-driven. Customers benefit from integrated Collections, enterprise-grade governance, and AI-driven insights. Meanwhile, partners are called to specialize, build vertical solutions, and play a key role in implementation. Early adoption and alignment with these trends will be critical for success in this evolving ecosystem.
The Atlassian ecosystem is evolving fast, and so are we. If you’re a Solution Partner or Marketplace vendor exploring how to align with Atlassian’s new, AI-driven direction, let’s talk about what’s next.
Contact our Partnership Manager
Milena SzymkowiakTo learn more about SolDevelo Partner Program.
