ServiceNow debuts ServiceNow CRM, new AI tools

ServiceNow Inc. today introduced a new customer relationship management platform and two tools that will make it easier for customers to use artificial intelligence agents.

The software maker detailed the offerings at its annual Knowledge 2025 conference.

A customer relationship management, or CRM, platform is an application that enables companies to store information about customers in one place. Salespeople use the data in a CRM to inform their revenue generation efforts. Data about a customer’s past purchases, for example, could be used to personalize an upselling campaign. CRM data can be also useful in other areas including customer support.

ServiceNow’s entry into the CRM market is not unexpected. The company hinted at its plans in January after reporting fourth quarter earnings. When ServiceNow announced its $2.8 billion acquisition of Moveworks Inc. in March, it stated that deal would help enhance its CRM capabilities.

ServiceNow CRM will ship with a set of AI agents designed to reduce manual work for workers. According to the company, the agents will place particular emphasis on automating sales and customer service tasks. Depending on the complexity of a given task, they either complete it automatically or route the request to a human.

“Far beyond rebranded chatbots, we’re enabling our customers to orchestrate end‑to‑end sales and service on a single AI‑powered platform, helping organizations manage the entire customer lifecycle with greater efficiency,” said John Ball, ServiceNow’s executive vice president and general manager of CRM and Industry Workflows.

The company detailed its CRM platform alongside two new AI tools. The first, AI AI Control Tower, will enable customers to centrally monitor their AI agents. It’s joined by a tool called AI Agent Fabric that allows AI agents to exchange data with other systems using open-source technologies from Anthropic PBC and Google LLC.

Last November, Anthropic released a protocol called MCP that allows language models to perform tasks using external tools. An MCP-powered model could, for example, use a cloud-based code editor to write Python scripts. This past April, Google LLC open-sourced a similar protocol called A2A. It focuses on enabling agents to integrate with one another rather than with tools such as code editors.

ServiceNow’s new AI Agent Fabric uses A2A and MCP to let agents interact with third-party systems. Those systems can be tools such as code editors or other agents. ServiceNow says that Adobe Inc., Box Inc. and more than a half dozen other companies plan to offer agent integrations for AI Agent Fabric.

AI Control Tower, the offering rolling out in conjunction, allows enterprises to monitor all their AI agents in one place. ServiceNow says that the tool can automatically identify cybersecurity and privacy risks. Additionally, it provides dashboards that track business metrics such as an AI agent’s sales impact. 

AI Control Tower is generally available. ServiceNow is currently testing AI Agent Fabric with early adopters and plans to launch it in the third quarter.

Image: ServiceNow