If your days in the tech industry stack up like lines of code, you've watched the rise and fall of many a "next big thing." And in recent times, the buzz around AI could make you think it's the secret ingredient to transform any app into the next unicorn. But here is what every marketplace vendor needs to realize: AI is not a strategy, it’s a feature.
You've surely noticed the trend—apps touting AI as if it's the philosopher's stone of tech. Yet, often, these "AI-powered" features are just a fancy front for services like OpenAI.
The Atlassian marketplace is competitive. There are thousands of apps. Few gaps that haven't been filled. A weekend's worth of AI tinkering won't cut it. You need more than just a shiny veneer.
I'm not throwing shade at AI; when it's applied thoughtfully, it can transform the way we work. For Released, the journey began with zero AI. We honed in on a sore spot for developers and technical writers and product marketers—the cumbersome process of writing release notes.
Our focus was improving the workflow. Removing as much friction as possible. Reducing the time it takes to write an update from hours to minutes.
Once we had that down, we brought in AI—not as a gimmick, but to further reduce friction. Now, our app doesn't just generate release notes; it adapts to the diverse ways teams use Jira, customizing prompts and fine-tuning outputs for every issue type. It's AI, yes—but AI that's woven into the fabric of a robust solution.
What makes Released shine isn't just the AI; it's our approach to users workflows. We've made the daunting task of creating and sharing release notes as simple as a drag-and-drop. This isn't just about generating some copy; it's about understanding and addressing the real issues our users face—which is reflected by the feedback we are getting from our customers.
Where many Atlassian marketplace apps stumble is in overestimating AI's role. Strategy is vision, direction, tough calls—it's the blueprint. And AI? It's a tool in the toolbox, effective only when wielded with precision.
So, here's how you should navigate AI in the Atlassian ecosystem:
AI is not the be-all and end-all—it's a powerful piece that can boost an already effective solution. The apps that integrate AI into a comprehensive vision centered around customer needs are the ones that rise to the top.
AI is impressive, sure, but it's not a surrogate for strategy and real product differentiation. It's a lever to elevate what you're already doing well. At Released, we've nailed down the essentials and polished every detail. Our success is rooted in improving robust workflows with strategic AI integration—not the reverse.
Jens Schumacher - Released_so
Co-Founder & CEO
Released Software
Sydney, Australia
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