AN ASK FROM ATLASSIAN

Atlassian acquired a virtual service agent (VSA) startup built on a high-touch, concierge model. The ask: integrate it into Jira Service Management and scale it into a feature millions of teams could use on their own.

RESULTS

42% engagement and 100% completion rate on the intent library, proving the self-serve model could scale without hand-holding.

Feature adoption validated the pivot to generative AI — customers chose the lower-friction path.

Roadmap handover seeded the VSA's integration with Atlassian's Central AI org.

PROBLEM

The white-glove model had hidden dependencies

The white-glove model ran on invisible labour — agents who monitored, refined, and improved behind the scenes. A straight lift-and-shift wouldn't give admins a self-serve product. It would just leave them doing a job they were never set up to do.

INTRODUCING

The virtual service agent

The Virtual Service Agent (VSA) is our chat-based service automation tool. It provides quick answers to customers and helps admins reduce ticket volume while delivering consistent support at scale.

Cheddar brand: Technology as an enabler

Young consumers are enthusiastic adopters of technology. They see it as an enabler, a way for them to get ahead. Our brand references the retro futuristic style of the early 2000s (Y2K). Y2K was when our young consumers first came into contact with the internet. Our nostalgic brand identity references that period and brings an optimistic view of technology.

Key features

As a content business, our first transition is deal discovery where we want Gen Z to have fun while discovering deals from the brands they love. However, we plan to rapidly expand beyond this. Cheddar’s value proposition transitions as it delivers capability, increasing reach and depth of engagement.