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how can I setup SSO in prefect cloud 2.0?

Self-serve SSO isn’t available yet but we are working on it

it’s worth noting that self-serve SSO will not be available for individual users, only for self-serve organizations

the info from support was slightly different, I would really like to have something in the docs about this. Not even sure what self-serve means in this context.

Totally understandable. Self-served essentially means: you'll be able to create an organization and set up SSO yourself directly from the UI without having to talk to Sales and get through a process where a Prefect employee sets this up together with you. But as of today, this is not yet fully finalized so you would need to talk to Sales and support to configure SSO. Docs on self-serve are coming