Jira is a flexible option for core IT needs and smaller teams that want to implement their ITSM quickly, while ServiceNow is a rich, powerful ITSM that will likely cost more and take longer to roll out. Jira's tools are broken up into a fairly segmented product suite, starting with its base platform, Jira Software, which can be scaled up to the enterprise level. On the other hand, ServiceNow has better pure IT and dev tools, but it's also more complex to implement. Both products have strong automation features, but ServiceNow's are richer, while both have strong AI features, although Jira's AI is broader and easier to implement out of the box.