ServiceNow is taking the next step in its evolution from an IT service management tool to an enterprise AI-first operating system, with today’s launch of AI Experience.
AI Experience is a new interface where employees interact with work through AI, using text, voice, images, or agents instead of clicking through traditional apps.
Importantly, AI Experience extends across any workflow, including the company’s Customer Relationship Management (CRM) offering. This, said ServiceNow, can transform sales and service, driving customers’ revenue growth and customer loyalty.
“In an agentic AI era, it elevates the traditional user interface (UI) and becomes the intelligent entry point for employees to access information, delegate tasks, and collaborate with AI,” said the company in a statement.
At the launch of AI Experience, ServiceNow pointed out that enterprises today “suffer from decades of SaaS applications that define work in siloes and by departments.” Many have dozens of separate AI solutions bolted onto existing systems, leaving employees juggling disconnected tools that don’t have access to the data they need.
Addressing the challenge, ServiceNow describes AI Experience as a unified front door, connecting people, data, and workflows across the enterprise. Put simply, instead of juggling different tools, users can just ask or show the AI what they need. In response, AI Experience can anticipate needs, take action, and deliver results at enterprise scale, says the company.
“AI Experience from ServiceNow is addressing one of the biggest challenges enterprises face today: fragmented, clunky user experiences that slow down work,” said Amy Lokey, EVP and chief experience officer at ServiceNow.
“By creating a unified, contextual, and intuitive AI Experience for the enterprise, we’re putting AI into the flow of work, meeting users where they are and empowering them with access to workflows, data, and AI agents. ServiceNow has the platform to unify people and AI so they can collaborate naturally, getting end-to-end tasks completed in AI Experience, without friction.”
AI as the New UI?
At the core of AI Experience are AI agents that ServiceNow said work side-by-side with employees to resolve issues, complete tasks, and drive outcomes.
“AI agents operate transparently, continuously learn, and give users full visibility and control, keeping AI always in the flow of work on one platform,” it explained.
AI Experience introduces new capabilities such as:
- AI Voice Agents: Offer hands-free support that retrieves information, updates records, and troubleshoots complex issues with human-like fluency.
- AI Web Agents: Learns from humans to complete tasks across third-party apps and the web – clicking buttons, filling out online forms, and navigating internal sources and external systems, without APIs or integrations.
- AI Data Explorer: Connects insights across ServiceNow and external data sources via Workflow Data Fabric, helping users investigate trends, pinpoint root causes, and document findings without leaving their workflow
- AI Lens: Turns what users see – screens, forms, and dashboards – into instant action, eliminating manual effort and accelerating decisions with AI-powered automation.
Autonomous CRM: Challenging Traditional Systems of Record
As mentioned, through the single-architecture, single data model of the ServiceNow AI Platform, AI Experience can be applied across enterprise workflows, including CRM. This marks a shift from legacy SaaS systems that passively track customer interactions to “an AI-native, revenue-driving AI operating system that resolves customer issues and improves customer loyalty.”
This further sets ServiceNow against CRM incumbents such as Salesforce, Microsoft, and Oracle by introducing an “autonomous CRM” powered by AI-native workflows – essentially challenging traditional SaaS systems that act as static “systems of record.”
“Instead of forcing employees to jump from app-to-app, spend time configuring quotes manually, or stitch together fulfillment processes, AI agents take on the manual, repetitive work, like scanning tickets, flagging patterns, and recommending response plans. This allows human agents to focus on complex decisions and real-time improvements,” said ServiceNow.
New Capabilities for AI Control Tower
The company also pointed out that the transformation to an AI-first enterprise requires transparency, governance, and data to scale responsibly.
To that end, ServiceNow has also introduced new capabilities for AI Control Tower that span cross-platform onboarding, proactive risk and compliance monitoring, and real-time value tracking.
ServiceNow has also announced Now Assist model provider flexibility, which enables customers to integrate and choose from ServiceNow’s platform-native LLMs and third-party providers such as Azure OpenAI, part of Microsoft Azure AI Foundry, Anthropic Claude on AWS, or Google Gemini models. This allows organizations to align the most suitable AI model with the demands of each workflow on the ServiceNow AI Platform, at no additional cost.
What Customers Are Saying
The firm has secured some customer testimonials that highlight how ServiceNow’s AI capabilities are being put to use across their organizations.
“With ServiceNow AI Agents, we will be able to more effectively anticipate and prioritize service requests, automate resolutions across systems, and deliver real-time insights so our teams can personalize support at scale,” said Toni Vanwinkle, VP of digital employee experience at Adobe.
Meanwhile, as an early adopter of the ServiceNow AI Platform, EY has seen the benefits of agentic AI across the organization, said Brian Eble, principal, Enterprise Technology in the firm’s Core Business Services Technology Group.
“With AI Experience now available, we are excited to give our people a seamless new way to interact with AI that makes it personalized and proactive, delivering value every step of the way.”
Elsewhere, Paolo Juvara, chief digital transformation officer at Pure Storage, said AI Experience will help the vendor continue “to simplify our customer service processes by reducing complexity and providing our teams with tools that improve interactions.”
And Scott Steele, chief operating officer at Thrive, said the company has transformed call center experiences using Salesforce CRM. With the launch of AI Experience, he said he was “excited to explore how AI voice and web agents can further elevate the service journey, helping our customers get what they need quickly and confidently.”
Final Thoughts
The launch of AI Experience will be viewed as the logical next step for ServiceNow – instead of AI being a helper inside workflows, AI now becomes the primary interface for work. With AI Experience, ServiceNow is moving from a workflow automation platform to uniting data, people, and systems in a single intelligent layer.
AI Lens is now generally available. AI Voice Agents, AI Web Agents, AI Data Explorer, and AI-powered CPQ are expected to be available by the end of calendar year 2025.