How Customer Insights Shaped ServiceNow University and AI Control Tower

[anandtharan]

At ServiceNow, we believe that truly understanding customer needs is the key to creating tools and experiences they’ll love. The team I lead, the UX Research and Insights team (UXRI), dives deep into research to uncover those needs. This work transforms our products into solutions that customers not only use but love and trust. 

To make this happen, my team conducts research sessions with members of Product Lab, a panel of customers who use our products. Today, we’re thrilled to share how these insights have shaped two of our latest releases: ServiceNow University and the AI Control Tower. 

ServiceNow University: A Personalized Learning Experience 

At Knowledge 2025, our flagship event for customers and partners, we rolled out ServiceNow University. This isn’t just any learning platform; it’s an innovative experience designed to help you grow, develop, and build the skills that matter most. Imagine an AI-powered unified profile that brings together your skills, experiences, and achievements into one personalized hub. With curated content and a free, on-demand learning catalog, it’s built to spark engagement and fuel real, measurable growth. 

Our customers told us that navigating the extensive ServiceNow learning content wasn’t easy because it was often unclear which materials were most relevant to them. So, we introduced “My Learning Guide”, a Now Assist-powered chatbot that delivers personalized learning recommendations tailored to your goals. This makes choosing your learning path much smoother. 

Another common issue was the difficulty in finding and resuming in-progress learning, which added unnecessary friction. We listened and revamped the ServiceNow University homepage to feature your recently accessed learning modules front and center. Now, you can pick up right where you left off without any hassle. 

Lastly, customers wanted a clear and comprehensive overview of their learning history and achievements. Enter the “My Learning” dashboard, a centralized hub that provides a holistic view of your completed, in-progress, and upcoming learning opportunities. This empowers you to track your progress and celebrate milestones effortlessly. Dive into these features and start your learning journey with ServiceNow University to put AI to work for your career. 

AI Control Tower: AI Strategy and Governance at Scale 

As organizations increasingly rely on AI to drive innovation, managing, optimizing, governing, securing, and measuring the value of AI investments becomes crucial. The AI Control Tower was designed to meet these needs, ensuring performance, compliance, and workforce transformation while seamlessly embedding AI into enterprise strategy. 

Customers emphasized the importance of traceability for AI assets to maintain effective governance. In response, we developed the “AI Inventory”, a comprehensive system that tracks all AI assets, their statuses, changes, value, security, and responsible parties. This feature ensures accountability and provides clarity in managing AI systems. 

Another insight revealed the need for improved visibility into multiple layers of AI asset information to enhance clarity and explainability. To meet this need, we offered aggregated overviews to help customers quickly understand their overall AI landscape, along with drill-down capabilities for detailed exploration of individual AI assets and their relationships. This enables customers to gain actionable insights at multiple levels. 

Lastly, customers shared that staying updated with shifting AI regulations was vital for ensuring compliance. To address this, customers can now define their risk policies, control objects and controls based on regulations and leverage AICT to track progress and compliance against this content. This feature provides peace of mind and helps organizations navigate the complex regulatory landscape with confidence. 

Share Your Voice 

Customer research continues to be the driving force behind our product innovation. By closely listening to our customers, we've been able to address challenges head-on and deliver meaningful updates to our products, like ServiceNow University and the AI Control Tower. 

If you’re a ServiceNow customer who would like to work with us to shape future product updates, I invite you to become part of Product Lab. 

[thetalksoci]

This is a fantastic example of how user-centered research can directly shape better product experiences. The updates to ServiceNow University, especially the personalized learning journey and AI-driven recommendations, truly show how listening to users leads to more meaningful engagement. The AI Control Tower also sounds like a game-changer for organizations managing AI at scale. At talksocially.com, we often emphasize the power of insights-driven innovation in our content, and it’s inspiring to see how ServiceNow is putting that into practice. Excited to see what comes next!

[henrryhilton]

This is a great example of how user-focused research can lead to better product experiences. The enhancements to ServiceNow University—like personalized learning paths and AI-driven recommendations—clearly reflect the value of listening to users. The AI Control Tower also seems like a major step forward for managing AI at scale. At BitCodeSolution , we highlight the importance of insights-driven innovation, and it's exciting to see ServiceNow bringing that to life. Looking forward to what’s next!

[sheikhans]

This is a great example of how customer feedback can directly shape meaningful product improvements—especially in areas like AI governance and personalized learning, where clarity and usability are key. The “My Learning Guide” and “AI Inventory” features really show how thoughtful design can make a huge difference in user experience and trust.

We’ve been covering similar trends around AI implementation, UX, and digital transformation over at TalkSocially, and it’s always encouraging to see large platforms like ServiceNow put real weight behind user research. Looking forward to seeing how these tools evolve!

[SamanthaaB]

ServiceNow University is a huge leap forward. The personalized learning guide powered by Now Assist directly addresses one of the most common friction points in enterprise learning: relevance and discoverability. The unified profile and the new "My Learning" dashboard show a clear commitment to supporting continuous growth in a way that’s measurable and user-centric. Kudos to your UXRI team for bringing this to life through real customer feedback.

The AI Control Tower also stands out as a critical advancement. The AI Inventory and layered visibility features provide the kind of operational and governance clarity that many organizations urgently need. As AI adoption grows, the emphasis on traceability, compliance, and explainability is not just a feature set — it’s a foundational requirement. Allowing customers to map their controls to regulations and track compliance in real-time is a powerful enabler of trust and scalability.

Excited to see how these platforms evolve further — especially with continuous input from Product Lab and the broader user community. Thanks again for sharing such a transparent look into the UX-driven innovation process at ServiceNow.