Atlassian has rolled out usage-based limits on its Rovo AI features after watching its monthly AI expenditure balloon from roughly $5 million in August 2025 to over $15 million by May 2026.
That’s a 3x increase in less than a year.
The tokenmaxxing problem
Atlassian isn’t an isolated case. The company is part of a broader reckoning sweeping through the tech sector around a phenomenon dubbed “tokenmaxxing.” Some companies reportedly built internal leaderboards ranking employees by how much AI they consumed in their daily work.
The logic was straightforward enough: more AI usage equals more productivity. The reality was considerably less flattering. Companies discovered that employees were maximizing token consumption without a corresponding bump in actual output. Amazon scrapped its KiroRank leaderboard after catching employees gaming the system. Adobe ended unlimited Claude access on June 30, 2026. Citi went so far as to disable premium AI models entirely on June 24, only re-enabling them a week later on July 1.
