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Atlassian launches the Service Collection: AI, ITSM, and CSM in one

Atlassian announcement from Team '25

On 7 October 2025, Atlassian launched the Service Collection at Team ’25 Europe. This is more than a product announcement—it’s a signal of where service management is heading: connected, AI-powered, and unified for both employees and customers.

For many of our clients, Jira Service Management (JSM) has long been the cornerstone of IT service delivery. With the Service Collection, Atlassian is taking a bold step forward—combining JSM, Customer Service Management (CSM), Assets, and Rovo AI agents into one package.

What is the Service Collection?

The Service Collection is a new bundle of Atlassian apps and AI capabilities designed to transform how organizations deliver service experiences.

It includes:

  • Jira Service Management (JSM) - The proven ITSM solution for internal operations.
  • Customer Service Management (CSM) - Atlassian’s new app for external customer support, with AI-driven features and CRM integration.
  • Assets - A flexible, visual database to manage services, dependencies, and assets.
  • Rovo Agents - AI-powered teammates for request triage, incident response, and knowledge creation.

With one SKU, customers get everything needed to handle internal IT service management and external customer service in a single platform.

JSM vs. CSM: Serving employees and customers together

At the heart of Service Collection is the connection between employee support and customer service:

  • Jira Service Management
    • For managing services inside the company
    • Used by IT operations, HR, finance, and business support teams
    • Handles requests, incidents, changes, problems, and assets.

  • Customer Service Management
    • For managing services for external customers
    • Purpose-built for support teams and customer service leaders
    • Offers customer hubs, AI support agents, and CRM integration.

Both apps share Atlassian’s common service management foundation—queues, SLAs, forms, and reports—and are powered by the Atlassian platform with Rovo, automation, analytics, and security.

This makes it easier for organizations to deliver seamless service across the entire lifecycle: from an employee requesting a laptop to a customer reporting an outage.

Pricing and packaging give you more value at the same price

One of the most important aspects of this launch: Service Collection is priced the same as Jira Service Management was before.

  • Editions: Free, Standard, Premium, Enterprise—just like JSM.
  • Pricing model: Still per agent.
  • Asset changes:
    • Premium - 50K objects included
    • Enterprise -  500K objects included
    • Additional storage -  reduced from $0.05 to $0.02 per object/month
  • Virtual Service Agent: Included in Premium and Enterprise with 12,000 conversations per year.

This means customers get CSM, Assets, and Rovo capabilities at no extra cost—an uplift in value without a price increase.

Transition to Service Collection

  • New customers: Buy Service Collection directly starting October 7, 2025.
  • Existing JSM customers: Can opt in immediately or wait until 2026, when most will be transitioned automatically at renewal.

For most teams, this will feel like a seamless upgrade—same familiar JSM, but with added capabilities.

Why this matters for our customers

As a consultant, I’ve seen a shift in expectations:

  • Employees want consumer-grade service experiences inside their companies.
  • Customers demand fast, AI-assisted support with context built in.
  • Leaders need visibility across IT, operations, and support to make better decisions.

The Service Collection answers all three.

For our clients, this launch matters because it:

  1. Simplifies toolchains: Instead of juggling separate systems for ITSM and CSM, you get one integrated collection.
  2. Improves time-to-value: AI-powered Rovo agents reduce manual triage and speed up resolution.
  3. Expands capabilities without extra cost: CSM and expanded Assets come bundled in.
  4. Supports modern service strategies: Whether it’s You Build It, You Run It, DevOps-driven change management, or AI-driven self-service, the platform is ready.

This is not just Atlassian rebranding JSM. It’s Atlassian redefining service management for the age of AI.

Next steps

  • Explore the new Customer Service Management app and how it complements JSM.
  • Review your current use of Assets and plan for expanded object allowances.
  • Consider where Rovo can automate repetitive service tasks.
  • Connect with us at Eficode to plan your transition and align the Service Collection with your IT and business strategies.

To sum up: Atlassian Service Collection brings IT service management and customer service management together on one AI-powered platform. For you, it means more value, less complexity, and a future-proof foundation for delivering outstanding service experiences.

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