Rather than adding a new user individually to each project, how can I assign in bulk?
are you speaking about project roles? if yes then you can try with REST API
https://docs.atlassian.com/jira/REST/latest/#d2e2021
if you want add users to group then use this
https://docs.atlassian.com/jira/REST/latest/#d2e2509
No, assigning individual users to projects. Via OnDemand, not REST
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