Estonian is listed as a language option in Jira Cloud account settings, but selecting it does not translate the UI — the interface remains in English. Latvian and Lithuanian are not available at all.

The problem:

• Estonian exists as an option but is non-functional — misleading UX.

• Latvian and Lithuanian are completely absent.

• Meanwhile, Finnish (a closely related language to Estonian) has full support across all Atlassian Cloud products.

• The Baltic states are IT-forward countries with significant Atlassian adoption.

The opportunity:

• Modern AI translation (GPT, DeepL, etc.) can produce quality UI translations at minimal cost.

• Supporting 3 additional languages would serve the entire Baltic market.

• Finnish support proves Atlassian can handle Finno-Ugric/Baltic region languages.

Proposed solution:

• Use AI-based translation to generate UI strings for Estonian, Latvian, and Lithuanian.

• Label these as "AI-translated" to set expectations.

• Allow community review and corrections over time.

Impact: Users across multiple Baltic and smaller European language communities would benefit.