The End of the AI Upsell?

Atlassian has made a bold move: it's no longer charging most customers extra for AI features. Their AI platform, Rovo, is now included at no additional cost for all but the heaviest users.

This shift signals a broader trend in the SaaS industry. As AI becomes integral to software products, the practice of upselling AI as a premium add-on is losing traction. Customers expect AI capabilities as part of the core offering, not as an expensive extra.

The takeaway? AI is transitioning from a novelty to a standard feature. SaaS companies may need to rethink their pricing strategies, focusing on delivering value through AI integration rather than viewing it as a separate revenue stream.

Reference: Lemkin, J. (2025, May 6). Atlassian: “We’re Not Going to Charge More Customers Extra for AI Anymore”. The Beginning of the End of the AI Upsell? SaaStr.