ServiceNow announces all-new CRM and AI Control Tower to help enterprises and businesses integrate and manage AI better

ServiceNow introduced major advancements aimed at transforming how enterprises manage customer relationships and scale artificial intelligence (AI) initiatives. The announcements include a reimagined AI-powered customer relationship management (CRM) platform and a centralised AI Control Tower—both of which position ServiceNow at the forefront of AI-driven business transformation.

The unified CRM platform integrates selling, fulfilment, and service into a single AI-first system. This new approach aims to streamline the entire customer lifecycle by eliminating inefficiencies caused by legacy, disconnected CRM tools. ServiceNow’s AI agents are embedded into the CRM stack to automate routine interactions, resolve customer inquiries, and intelligently route complex cases to human agents. The goal is to enable end-to-end self-service experiences and improve overall operational efficiency.

John Ball, EVP and GM of CRM and Industry Workflows at ServiceNow, said, “The AI-first approach ServiceNow is taking redefines how organisations approach customer relationships. With a unified platform, we enable businesses to manage the full customer lifecycle from acquisition through to resolution with increased efficiency.”

To complement the new CRM platform, ServiceNow also launched the AI Control Tower, a centralised system designed to govern, monitor, and optimise AI agents, models, and workflows. The Control Tower gives enterprises visibility across their AI operations and includes built-in governance features to proactively address security, privacy, and compliance concerns. Real-time dashboards and analytics provide continuous oversight and validation of AI performance, helping companies align AI initiatives with their business goals.