ServiceNow flipped the script on CRM at its Knowledge 2025 conference in Las Vegas this month, turning what used to be a clunky data silo into an AI‑powered command center for everything revenue.
The event cemented ServiceNow’s pivot from ITSM powerhouse to AI‑first CRM contender. Across keynotes and breakout sessions, the company laid out three pillars—unified data, agentic AI, and end‑to‑end orchestration—that mirror the principles driving modern revenue operations.
Spencer Ricks, Fullcast marketing manager, headed to Knowledge 2025 to check out all of the news on AI, CRM, and more.
Here’s a closer look at the biggest announcements and developments.
1. AI Agent Fabric: Agent‑to‑Agent Collaboration
Alongside the Control Tower, ServiceNow unveiled its AI Agent Fabric, the connective tissue that lets native and third‑party AI agents share context and coordinate tasks. Whether it’s a conversational agent triaging support tickets or a sales‑focused bot routing leads, Fabric ensures seamless hand‑offs and data consistency.
“An agentic era needs a platform that brings AI, data, and workflows together, and that should be an open, connected, enterprise-ready platform,” said Dave Wright, ServiceNow Chief Innovation Officer. “That’s really what the ServiceNow AI Platform is built for: any agents, in any workflows, for any industry, on any cloud, with any data, all on one platform.”
Agentic AI is taking over the new ServiceNow CRM.
Here’s what this means for ServiceNow and the AI industry at large:
- Shared Ecosystem for Agentic AI: Using open standards like Model Context Protocol (MCP) and the Agent2Agent (A2A) protocol, every AI agent, whether built on ServiceNow’s platform, by a partner, or in‑house, can exchange metadata, state, and insights in real time. That means a conversational support bot that captures a customer issue can instantly hand off to a fulfillment agent or a billing‑review bot without losing context
- Third‑Party Integrations: From Accenture and Adobe to Google Cloud, IBM, and Zoom, dozens of partner agents are already certified on the Fabric. In practice, this enables scenarios like having a lead‑scoring agent (built by a data‑science team) feed into a sales‑routing agent (built by your GTM platform), which then triggers a customer‑success bot to schedule onboarding.
- Orchestration & Learning: Unlike static pipelines, Fabric supports adaptive hand‑offs: if one agent detects an anomaly (say, a sudden drop in predicted deal close probability), it can broadcast an alert to performance‑monitoring agents, trigger a recommender system to suggest next steps without human intervention.
2. Reimagined CRM: AI‑First, Service‑Centric
At Knowledge 2025, ServiceNow made clear that its vision of CRM is a radical departure from legacy, sales‑centric platforms. Rather than treating customer service and field operations as afterthoughts, the new suite fuses sales automation, service orchestration, and field coordination into one cohesive, AI‑driven environment.
Predictive routing and opportunity scoring guide reps to the highest‑value leads, while next‑best‑action prompts ensure every interaction moves deals forward. Meanwhile, customer‑service teams benefit from automated case resolution, real‑time SLA monitoring, and intelligent triage workflows, and field‑service dispatchers rely on AI‑powered scheduling, dynamic route optimization, and deep service‑history insights to resolve issues faster.
By embedding hundreds of pre‑built AI agents across every touchpoint, from lead enrichment through order fulfillment, ServiceNow is aiming to eliminate the need for spreadsheets and custom scripts, feeding clean, contextual data into a single unified revenue model.
3. Centralized Governance Meets Orchestration with AI Control Tower
ServiceNow’s new AI Control Tower is a centralized dashboard for discovering, governing, and measuring every AI agent, model, and workflow across the enterprise
ServiceNow wants its users to think of it as a “mission control” for your digital workforce: you get real‑time visibility, embedded compliance checks, and performance metrics tied directly to business outcomes like pipeline velocity or deal slippage. The new AI Control Tower provides centralized governance for every AI agent, model, and workflow, while the AI Agent Fabric stitches together native and third‑party agents to coordinate tasks automatically across functions.
Knowledge 2025 in Las Vegas focused on how AI can reshape all aspects of work.
4. Strategic Acquisitions: Moveworks & Data.World
Earlier this year, ServiceNow made headlines with its largest acquisition to date, signing an agreement to acquire Moveworks for $2.85 billion. Moveworks has earned its reputation by delivering an AI‑powered, front‑end support assistant and enterprise search platform that helps employees resolve IT and HR issues through natural‑language conversations.
At Knowledge 2025, ServiceNow further underscored the critical role of data in scaling AI with its Workflow Data Fabric enhancements and the intent to acquire Data.world. Founded in 2015, data.world built its name on a cloud‑native, knowledge‑graph data catalog and governance platform that automates the discovery, classification, and lineage of enterprise data assets.
Not stopping there, ServiceNow also announced the acquisition of Logik.ai, a modern, AI‑powered Configure, Price, Quote (CPQ) solution built on a composable architecture. Embedding Logik.ai into ServiceNow’s CRM suite closes another key gap—tying together opportunity management, quoting, fulfillment, and renewals with AI agents that ensure pricing accuracy and faster deal cycles
5. From Omnichannel to “Omniaction”
A recurring theme was that omnichannel intake is only half the battle. Legacy platforms excel at capturing requests across voice, chat, and email, but stumble when it comes to resolution and fulfillment. ServiceNow’s answer: orchestrate and automate the hard parts of the customer journey, turning inputs into completed actions without manual hand‑offs.
Knowledge 2025 demonstrated that the future of CRM and AI is less about isolated features and more about platforms that unify data and workflows. Organizations that embrace an AI Control Tower mindset, deploy collaborative agent fabrics, and automate the full spectrum of revenue motions will move fastest from insight to impact.
For a deeper dive into how these concepts can be applied to your revenue operations, explore revenue orchestration frameworks that integrate AI at every stage of the customer lifecycle, from territory planning to forecasting to commission management. Learn more at Fullcast.com.
“Put AI to Work For People” was the motto at Knowledge 2025.
