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What are Jira & Confluence users talking about that marketers like me might be missing?

What are Jira & Confluence users talking about that marketers like me might be missing?

Jira & Confluence users and I’d love to hear from you! 👀

I’m from the marketing side, so I don’t always get to see what’s happening on the technical or day-to-day user side of Jira and Confluence.

There’s a lot of talk around AI, Rovo, automation, agents, knowledge sharing, and connected workflows. But I’d rather hear from the community than make assumptions.

What are you seeing more of in your teams or organisations right now?

And is there any trend, feature, or use case that you think is actually making work easier, not just getting attention because it’s new?

Would love to learn from your experiences and hear what you’re seeing in the Atlassian world!

2 answers

0 votes

@Akankshya Mishra

Jira and Confluence are no longer treated as places where users track bugs or go to place to gather documents. The biggest trend is turning them into a central mesh that connects high-level business goals directly to execution, keeping marketing, product, and engineering aligned.

Mesh shouldn't turn into mess. On the flip side, overly complex setups that require constant prompt-tuning or push AI actions without human guardrails usually fade once the initial novelty wears off.

At the end of the day, the best technology is the kind that gets out of the way and lets people focus on high-impact work. Technologists and product teams generally aren't looking for flashy features; they want friction reduction.

Are there specific points or bottlenecks your marketing team runs into when collaborating with product teams in Jira and Confluence?

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Thanks for your reply! The real challenge is making Jira and Confluence connect teams without adding more complexity.

For marketing teams, it often comes down to visibility, knowing what product is working on, what’s changing, and how those changes impact campaigns and content.

When that information flows smoothly, collaboration becomes much easier and everyone spends less time chasing updates.

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It’s all about creating passive alignment so teams don't waste time chasing updates!

Have you tried exploring/embedding Jira onto a Confluence page?

Like a Jira roadmap ?
Jira Product Discovery View: If Product uses JPD for early-stage idea prioritisation, you can embed those roadmap views directly into Confluence so Marketing gets early visibility into what's coming down the pipeline.
Smart Links: Simply paste a Jira roadmap or JPD URL onto a Confluence page, and it automatically turns into an interactive, live-updating view.

As Product and Engineering update their work, Confluence updates instantly in the background. Marketing gets full, real-time visibility without anyone needing to hold a status meeting or update a slide deck.

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I currently use Confluence in a pretty basic way. When I create content and add it to a Confluence page, I make sure it’s linked to the relevant Jira ticket as well. I haven’t explored the deeper Jira–Confluence integrations yet, but the idea of embedding live roadmaps or JPD views makes a lot of sense.

Having updates flow automatically in the background could definitely reduce the need to chase teams for status updates.

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0 votes

@Akankshya Mishra I'm guessing this research is related to an existing (or potential) Marketplace app 👀

In any case, I can maybe talk from my experience and from what I've seen around - while some AI features are still not ideal, and while Atlassian (and the whole world, actually) is pushing Rovo and everything related to AI, these are actually quite beneficial, and users do use or at least try them more and more.

Agents are one thing, but I also find myself using Rovo more for creating and polishing work items than for writing everything myself. Also, bigger organizations even provide training and are starting to enforce policies on how and why users should use AI tools, with a lot of them actually buying licenses for ChatGPT, Claude, Gemini, and similar. That being said, MCP is really useful, and I've seen some users (still mostly power users) doing more of prompting AI to change statuses, add comments, review sprints, etc.

Generally speaking, most of the stuff is AI-oriented but it's quite impressive how much more work you can actually do compared to the time when we didn't have these features 🚀

Cheers,
Tobi

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Thanks for sharing this, Tobi!

I really like your point about using Rovo more to create and polish work items rather than handing over the entire process to AI. That feels like a much more practical way to use it.

The shift from simply experimenting with AI to actually building it into everyday workflows is definitely interesting to watch. And I agree, when AI reduces the time spent on repetitive work, teams can focus much more on the work that actually needs human thinking.

Really appreciate you sharing your experience!

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Like • Tomislav Tobijas likes this

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What are Jira & Confluence users talking about that marketers like me might be missing?

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