We switched over some non-essential data to json. All of it was for stuff that we don't index, join, or SQL search (elasticsearch still indexes it).

It is always just the display data on details page

Not sure if thats a good use case, but it cleaned up our tables and given the data fields can vary from customer to customer its a nice flexibility. Previously it was an Entity-attribute-value setup for these fields (which was very slow after we got into millions of rows) and we were considering a NoSQL option