ServiceNow Launches New CRM Platform and AI Tools to Streamline Customer Management
ServiceNow Inc. has introduced its own customer relationship management (CRM) platform along with two AI tools aimed at simplifying the use of artificial intelligence agents for businesses. These announcements were made at the company’s annual Knowledge 2025 conference.
What the New CRM Platform Offers
A CRM platform centralizes customer information, helping sales and support teams deliver more personalized and effective service. ServiceNow’s CRM gathers data such as past purchases to assist with upselling and customer support, ensuring all relevant information is accessible in one place.
ServiceNow’s entry into the CRM space was hinted at earlier this year, following its acquisition of Moveworks Inc. for $2.8 billion. This acquisition was a strategic move to enhance ServiceNow’s CRM capabilities and AI integration.
AI Agents That Reduce Manual Work
The new CRM platform comes equipped with AI agents that automate many sales and customer service tasks. These agents can either complete tasks independently or escalate them to human workers based on complexity. This helps reduce repetitive manual work and streamlines workflows.
John Ball, ServiceNow’s executive vice president and general manager of CRM and industry workflows, emphasized that this platform goes beyond simple chatbots. It orchestrates end-to-end sales and service processes on a unified AI-powered platform, enabling more efficient customer lifecycle management.
Introducing AI Control Tower and AI Agent Fabric
- AI Control Tower: This tool provides centralized monitoring of all AI agents within an enterprise. It automatically detects cybersecurity and privacy risks and offers dashboards to track key business metrics like the impact of AI on sales.
- AI Agent Fabric: This new technology enables AI agents to share data and interact with third-party systems and other agents. It uses open-source protocols from Anthropic PBC and Google LLC, allowing seamless integration across platforms and tools.
Anthropic’s MCP protocol and Google’s A2A protocol power these integrations. MCP lets language models perform tasks using external tools (like cloud-based code editors), while A2A focuses on agent-to-agent communication. ServiceNow’s AI Agent Fabric leverages both to create flexible connections between AI agents and various systems.
Several companies, including Adobe Inc. and Box Inc., plan to offer agent integrations compatible with AI Agent Fabric, broadening the ecosystem and potential use cases.
Availability and Next Steps
AI Control Tower is now generally available for enterprises seeking centralized oversight of their AI systems. AI Agent Fabric is currently in testing with early adopters and is expected to launch in the third quarter.
This move by ServiceNow signals growing interest among enterprises in combining CRM with AI to improve sales efficiency and customer service. Managers looking to optimize team productivity and customer interactions should watch how these tools evolve and consider how AI-driven automation can fit into their workflows.
For those interested in expanding their knowledge on AI tools and automation, exploring Complete AI Training’s automation courses can provide practical skills to leverage AI effectively in business settings.
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