AI Content Formatting in Confluence Just Got Smarter: Morph Is Out of Beta

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We’re excited to announce that Morph has officially graduated from beta and it’s now a paid app on Atlassian Marketplace. 

What’s Morph (in case you’ve just heard of it)

Think of Morph as your AI Powered Content Formatting assistant. It helps you properly format either full Confluence pages or only specific parts. The app recommends both native Confluence macros as well as our very Content Formatting Toolkit for Confluence Cloud.

Why AI Content Formatting is the way going forward

• Save Time

Formatting a page manually? That can take minutes or even hours depending on the content and the number of macros you’ll include. If it’s an onboarding page with multiple steps and detailed FAQs, we ‘re talking tabs, collapsible sections, panels, and more. That's easily an hour of your time. Time you can spend doing some actual work or scrolling reels.

• Ditch Repetition

Copy → paste → apply macro → configure →  repeat. For every paragraph. Every section. Every page. You’re better than this. 

Morph will handle that repetitive loop for you. You don’t need to think about which macro goes where, or apply the same formatting twenty times. Just highlight the content or run it on the entire page. Morph structures it and applies the right macros.

• Pick the Right Macros

Picking the right macro isn’t always obvious. Should that block of text go in tabs? Expanders? These small choices add unnecessary stress and might slow things down.

With our added layer of prompts, Morph is trained to understand patterns of content and recommends formatting that fits:

• Lists of questions? Morph turns them into expandable FAQs.
  
  
• Multi-step instructions? Tabbed out, clearly defined.
  
  
• Notes, warnings, or highlights? Wrapped in the right panel macros.
  
  

You don’t need to decide what works. Morph does it based on context. You still approve every change, but you don’t have to start from scratch.

• Works with Confluence + Vectors Macros

The perfect Confluence page is a blend of built-in and third party macros. Morph works seamlessly with all the macros you're already familiar with, giving you flexibility to structure your pages your way.

Why move to Paid?

Since launching in Beta back in October 2024, Morph has been installed in over 70 instances on Confluence cloud. This number was enough for us to gather valuable insights on usage and collect feedback from end users. 

Over the past months, we’ve trained Morph to better analyze content, understand context, and recommend smart formatting whether you’re transforming a full page or just fine-tuning specific sections. This training was done entirely using our own internal datasets, not customer content, ensuring user privacy and data security remain fully intact.

To power Morph’s AI, we rely on a paid and secure model  with our very own tailored layer and prompts. This already incurs a real, ongoing cost for every formatting request. Transitioning to a paid model ensures we can continue to deliver high-quality, AI-backed formatting while maintaining performance, and shipping new features.

What’s new in Morph:

✅ Smarter Formatting Suggestions
Morph now offers more accurate, context-aware formatting whether you're transforming full Confluence pages or just selected sections.

✅ Performance & Stability Upgrades
We've enhanced speed, resolved bugs, and improved the overall user experience.

Morph is now available as a paid app on Atlassian Marketplace. 

We’re excited to share this milestone with you and look forward to your feedback as we continue to grow Morph. More features and enhancements are already on the way!

[James Hunter]

Informative!