In the quiet corners of Atlassian, a revolution is unfolding. Content designers, once focused on crafting user interfaces and documentation, are now orchestrating conversations with machines. This shift reflects a profound evolution in how we use language as a tool. What was once a discipline focused on human comprehension has now expanded to include machines. And as machines learn, the quality of their intelligence depends on the clarity, empathy, and precision we bring to their instruction.
In this article, we’ll explore what this means in practice, how content designers are leading this transformation, and what new possibilities are emerging for AI-driven experiences.
Rovo: AI in Action
As Atlassian’s collaborative AI agent, Rovo represents a bold vision of intelligent search, chat, and action that spans our ecosystem. Realizing this vision isn’t just about writing better copy. It’s about defining the role AI plays in teamwork. Rovo’s capabilities aren’t just aligned to all our products, they’re delivered with a personality and style that flexes between contexts, imparting trust and clarity along the way.
And this is just the start. As the lead content designer for AI, I’m working across the company to redefine our experiences. Imagine systems that suggest answers before the questions have been asked. Or a writing assistant that uses past behavior to understand your intent and tailor suggestions to appeal to a specific audience. These aren’t just ideas, they’re the kinds of experiences I and other content designers are shaping right now.
Crafting Inputs: The Art of Precision
Large language models, for all their sophistication, are transformation engines. Their output depends on the clarity of their input, a truth we confronted while experimenting with a floating action button across our user experience. Instead of relying solely on text-based interactions, we designed a visual entry point for generative AI. By iterating through multiple layers of context-aware prompts, we developed a model that seamlessly connects users to AI capabilities. This process proved that designing for AI isn’t just a technical challenge — it’s deeply human work, rooted in empathy and understanding.
A New Role for Content Designers
This evolution is redefining the role of content designers. On one hand, we’re deepening our technical expertise — learning the intricacies of prompt engineering and AI workflows. On the other, we’re sharpening the fundamentals — clarity, empathy, and anticipating user needs. These principles, which have always been at the heart of good content design, now carry even greater weight in an AI-driven world.
Consider the development of our internal interaction guidelines for AI, a framework designed to standardize how users interact with AI across products and ensure every entry point feels consistent and familiar. Historically, this kind of technical standardization might have been owned by engineering or product teams. But in this new world, it’s content designers — who blend technical precision with human understanding — leading the charge at Atlassian.
Teaching Machines to Think
Perhaps the most profound shift is this: content designers are no longer just writing for humans — we’re writing for systems that think. As AI integrates deeper into products, this goes far beyond the user experience to include the product itself, influencing how AI understands context, makes decisions, and delivers value. By teaching machines to think in ways that align with human needs, we ensure that technology serves as an enabler rather than a barrier.
The Future of Content Design
The future belongs to those who can bridge the gap between human intention and machine execution. Those who can build systems where AI doesn’t just respond to commands but anticipates needs. Where technology doesn’t simply follow patterns but evolves with purpose. Content designers are uniquely positioned to lead this charge, shaping a future where words empower machines and people alike.
This isn’t just a shift in content design. It’s a shift in how we shape intelligence itself.
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