An honest look at Jira AI in ITSM features for 2025

Let’s be honest, the talk about AI in IT Service Management (ITSM) is everywhere. If you’re running on Jira Data Center, you’ve probably heard the message from Atlassian loud and clear: move to the cloud to unlock new AI tools. But is the big move actually worth the effort?

This guide is here to give you a straight-up look at the core Jira AI in ITSM features. We’ll get into what they actually do for your team, where they tend to fall short based on what real users are saying, and what it’s all going to cost. While having AI built right in sounds convenient, you might find that a more specialized tool gives you way more power without needing to overhaul your entire setup.

What is Jira AI (Atlassian Intelligence)?

So, what exactly is Jira AI? It’s now officially called Atlassian Intelligence, and it isn’t just one thing. Think of it as a collection of AI-powered capabilities sprinkled across their products, like Jira Service Management (JSM) and Confluence. The main goal is to help your teams work a bit faster, handle repetitive tasks, and hopefully deliver better service.

It really comes in two flavors:

• Embedded AI: These are the features you’ll see right inside JSM. They do things like summarize long ticket threads with a click, guess a customer’s mood based on their writing, and suggest how to categorize new tickets.

• Rovo: This is Atlassian’s newer, more ambitious AI assistant. It’s supposed to work like a teammate you can chat with. You can ask it to find information across your connected tools, and it’s the brains behind their virtual support agent.

Atlassian is clearly betting big on AI to make their platform smarter. The real question for any team, though, is whether these built-in tools are powerful enough and flexible enough to handle what you need them to do.

A deep dive into Jira AI in ITSM features

Alright, let’s get into the nitty-gritty of what Atlassian Intelligence actually does for ITSM teams.

AI-powered virtual agent and self-service

A big selling point is the JSM virtual agent. It mostly hangs out in chat tools like Slack and Microsoft Teams and its main job is to deflect those common Tier 1 requests before they hit a human agent.

It tries to do this in two ways:

1. AI Answers: This feature uses generative AI to scan your connected Confluence knowledge base and answer questions conversationally. If an employee asks, "How do I set up the VPN?", the bot finds the right Confluence page and spits out an answer.

2. Intent Flows: For more defined tasks like asking for new software or resetting a password, you can build little conversational scripts. The bot will ask a few questions and then kick off an action.

Here’s the catch: the virtual agent’s usefulness lives or dies by the quality of your Confluence knowledge base. If your documentation is out of date, missing steps, or just plain messy, the bot is going to be pretty useless. That’s a common headache for a lot of teams.

Agent productivity and ticket management

Atlassian Intelligence also has a few tricks up its sleeve to help your human agents work more efficiently.

• AI Summaries: When an agent gets a ticket with a super long comment history, they can hit a button for a quick summary. It’s a nice way to get the gist of a problem without reading every single reply.

• AI Triage: For requests that come in from a generic email address, the AI can read the message and suggest the right ticket type. This helps route things to the correct team a little faster.

• Draft Replies: The AI can also cook up a suggested response based on how similar tickets were handled in the past. Your agent can then look it over, tweak it, and send it off.

While these features can save some time, they usually give you a decent starting point, not a perfect, ready-to-go reply. Agents still have to spend time editing the response to sound like your company, add specific details, and double-check that the answer is actually right.

AIOps for incident and change management

For the more technical folks on IT operations teams, Jira has some AIOps tools to help with incident and change management.

• Alert Grouping: This feature uses AI to bundle related alerts from your monitoring systems. So instead of your team getting blasted with 50 different alerts for one outage, they get a single, grouped incident. It really helps cut down the noise.

• Incident Creation & PIRs: The system can automatically create a JSM incident from a group of alerts. Once everything is fixed, it can even generate a draft Post-Incident Review (PIR) to save some time on paperwork.

These are definitely helpful for Ops teams, but there’s a catch: most of these advanced AIOps tools are only available on Atlassian’s pricier Premium and Enterprise plans.

The hidden challenges of adopting Jira AI

On paper, Jira’s AI features look pretty good. But once you start to look closer, you’ll run into a few big hurdles that can make using them tricky and expensive.

The heavy reliance on a perfect knowledge base

We mentioned this before, but it’s a big one: Jira’s AI is only as smart as the Confluence knowledge base it learns from. It’s the classic "garbage in, garbage out" scenario. This puts a massive amount of pressure on your team to constantly write, update, and organize articles just to make the AI useful.

A more modern way to think about this is that your best knowledge isn’t always in a formal KB. That’s why eesel AI is built differently. It learns from the actual source of truth: your past support tickets. By analyzing thousands of old conversations, it understands the real solutions, your company’s tone of voice, and what actually helps customers. It can even help you fill in the gaps in your knowledge base by turning great ticket resolutions into draft articles automatically.

The cost and pain of migration

For a lot of teams still on Jira Data Center, the biggest roadblock is just getting to the cloud in the first place. Migrating is rarely as simple as flipping a switch. It’s often a huge, months-long project that costs a lot of time and money. You have to think about app compatibility, changing internal workflows, and a

.

Is a limited set of built-in AI features really worth all that trouble?

Instead of a painful "rip and replace" project, tools like eesel AI offer a much easier path. It connects to your existing helpdesk, including Jira Service Management, in a few minutes with a single click. You get access to more powerful AI without blowing up your current workflows or signing up for a massive migration project.

Limited control and customization

With built-in tools, you often get a one-size-fits-all solution. You get the features Atlassian builds, but trying to make them work for your company’s specific needs can be tough, if not impossible. What if you need your AI to pull live order data from Shopify or trigger a process in one of your own internal tools?

This is where a dedicated AI platform really makes a difference. With eesel AI, you get a full workflow engine that lets you call the shots. You can use a simple prompt editor to define the AI’s exact tone, create custom actions that connect to other systems through APIs, and set up detailed rules for when tickets should be escalated. It’s AI that fits your business, not the other way around.

Pricing for Jira AI in ITSM: A breakdown of costs

Getting access to all the Jira AI in ITSM features isn’t straightforward. The AI tools you get are tied directly to your Jira Service Management plan, and the costs can sneak up on you.

Plan	Price (per agent/month, annual)	Key AI Features Included
Free	$0 (up to 3 agents)	None
Standard	$19.04	Basic Rovo Search & Chat, AI Triage
Premium	$47.82	Everything in Standard + Virtual Agent, AIOps, AI Incident Creation, PIR Generation
Enterprise	Contact Sales	Everything in Premium + More Rovo credits, advanced analytics

But the sticker price doesn’t tell the whole story. You also need to keep an eye out for the hidden costs:

• Consumption Fees: That virtual agent on the Premium plan looks great, but it comes with a monthly cap on "assisted conversations." If you have a busy month and go over the limit, you’ll get hit with extra fees.

• Rovo Pricing: While the paid plans include some basic Rovo features, getting its full power and more generous usage limits costs extra. Some users have reported this adds another $24 per user, per month to their bill.

This complicated pricing structure makes it really hard to guess what your bill will be each month, which is a headache for budgeting.

Beyond Jira AI: A more flexible approach

If the idea of a messy migration or unpredictable costs has you second-guessing things, you’re not alone. eesel AI was designed to solve these exact problems by offering a powerful, flexible, and straightforward AI layer that works with the tools you already have.

• Go live in minutes, not months. Forget about painful migrations. You can connect your JSM account with one click and start automating support immediately. The whole setup is self-serve, so you can see it working in under 10 minutes.

• Connect all your knowledge sources. eesel AI doesn’t just look at Confluence. It connects to your past tickets, Google Docs, and over 100 other apps to get a complete picture of your business. This means its answers are always based on the full context.

• Test with confidence. Ever feel nervous about unleashing an AI on your users? eesel AI’s unique simulation mode lets you test everything out on thousands of your historical tickets first. You get a precise forecast of how well it will perform and what your ROI will be before you turn it on for real customers. No more guesswork.

• Predictable and transparent pricing. We think you should know exactly what you’re paying for. Our plans are simple and based on clear usage tiers. There are no surprise fees that punish you for successfully resolving more issues. What you see is what you pay.

Jira AI: Look beyond the built-in option

Jira’s built-in AI has some helpful features, especially for teams that are fully committed to the Atlassian Cloud ecosystem. But getting them comes with serious trade-offs: a potentially huge migration project, a complete dependency on a perfect knowledge base, very little room for customization, and a pricing model that’s confusing and unpredictable.

For most ITSM teams, a more flexible and powerful solution makes a lot more sense. You shouldn’t have to change how you work to get the benefits of great AI. A dedicated platform like eesel AI gives you more control, better results, and a much clearer return on your investment, all while fitting right into the toolkit your team already uses every day.

Ready for AI that actually works with your existing ITSM tools? Set up eesel AI for free and see what you can automate in the next 10 minutes, or book a quick demo with our team to see it in action.