ServiceNow Unveils AI-Powered CRM, Announces New AI Agents To Power Self Service

In a bid to reimagine customer relationship management for the artificial intelligence era and move past legacy CRM systems, ServiceNow has unveiled a new AI‑powered CRM platform.

The unified platform will help sell, fulfil, and service, and deliver seamless experiences across the customer lifecycle by reducing time spent between applications and customer requests, the company said.

The ServiceNow AI Platform connects workflows across systems and departments, eliminating inefficient manual processes. The company has also announced new AI agents for CRM that can complete tasks autonomously, scale call centres and sales teams, and deliver self‑service.

According to the company, CRM is its fastest‑growing workflow business with an annual contract value of $1.4 billion, growing 30% year‑over‑year. The customer experience is enabled by a single platform powered by agentic AI capabilities.

"ServiceNow is delivering a groundbreaking new vision for CRM that transforms the entire customer experience around the powerful capabilities of AI," said John Ball, ServiceNow EVP and GM of CRM and Industry Workflows. "Far beyond rebranded chatbots, we're enabling our customers to orchestrate end‑to‑end sales and service on a single AI‑powered platform, helping organisations manage the entire customer lifecycle with greater efficiency."

Today's customers expect more than fast service — they want personalised, proactive experiences that anticipate their needs and resolve issues. New capabilities in ServiceNow CRM deliver intelligent solutions to help businesses shift from reactive customer service to proactive engagement and enable consistent service experiences across departments.

Additionally, ServiceNow's suite of specialised AI agents for CRM are designed to autonomously complete tasks across the customer lifecycle — from selling and fulfilling to servicing. Unlike traditional automation requiring predefined rules, these AI agents can dynamically determine the best course of action by resolving inquiries, routing complex cases and managing workflows across departments.

These agents start with conversational interactions to capture customer requests, and can then manage the fulfilment process, coordinating with live agents when human intervention is needed.

ServiceNow said AI agents are already automating 37% of its customer support case workflows. By scaling live call centre agents, they improve efficiency, accelerate resolutions, and enhance customer engagement.