Scaling exceptional service through AI 

Today’s world is increasingly characterized by self-service: instant access to information, guidance, and answers available on our devices. Yet at work, support is hard to obtain—help often means navigating multiple portals, unclear instructions, and lengthy wait times to resolve simple issues. Closing that gap between consumer ease and enterprise complexity is our goal.

Our vision is straightforward: AI woven into one unified support experience so people can find, fix, and finish tasks in minutes instead of hours. AI shouldn’t be another place to go; it should be the fabric of how work gets done by understanding intent in conversational language, grounding responses in trusted knowledge, and acting autonomously. Support shifts from tickets and triage to outcomes.

At ServiceNow, that expectation of instant, trusted, and consumer‑grade assistance became our inspiration for intelligent self-service. We set out to improve every workflow—anticipating needs, surfacing answers automatically, and empowering people to resolve issues in seconds.

We strategically targeted AI investment across three critical areas to improve our self-service success:

• AI-ready content
• Conversational search
• Agentic workflows

This is how we reimagine customer and employee support at ServiceNow: a continuum that moves from reactive case handling to proactive, preventive, and ultimately predictive experiences.

Building an AI-ready content foundation

Clean content is knowledge that is structured, current, and unambiguous—free from duplicate entries, legacy jargon, or walls of text that confuse both humans and AI. We pursued AI‑ready content because the same attributes that help a language model reason—clear context, consistent metadata, concise language—also help a person self‑serve in seconds. We created standardization for AI-ready content by rolling out article templates, rich categorization and meta‑tagging, continuous quality reviews, feedback ratings, and tight governance. This improved the results surfaced by AI Search, user engagements, and AI agent workflows. Additionally, Content IQ continuously evaluates each article’s AI usability and human readability, flags duplicates and contradictions, and recommends targeted fixes, making content easier to find and use.

Conversational search that clarifies and executes

Traditional keyword search forced people to guess system terms and sift through pages of links. Now, anyone can type natural language, and the AI Search does the detective work. Conversational AI interprets intent, consults our AI-ready knowledge catalog, and either surfaces the exact answer or triggers the fix automatically through agentic workflows. By upgrading keyword matching to intent‑driven, knowledge‑grounded conversations, we move from information discovery to actual problem resolution.  

Agentic workflows deliver hospitality-grade support 

We’re embedding AI into the fabric of work so resolution feels effortless and human: AI agents deliver omni-channel, proactive service; they use sentiment and telemetry to guide tone, choose next-best actions, and decide when to escalate; and they provide a concierge-level experience by completing tasks end-to-end—filling forms, orchestrating workflows, and confirming outcomes—with humans in the loop for decisions that matter. Trust is built through policy guardrails and role-based permissions, with every step auditable and explainable. Confidence scores and risk thresholds are visible, and privacy-by-design ensures safe automation while keeping experts in control.

AI delivers transformational customer self-service 

Our strategic AI investment has delivered measurable outcomes across the customer and employee journey. Today, an estimated 89% of customer self-service requests are supported by AI while maintaining a 9.0 CSAT, demonstrating that efficiency and experience aren't a tradeoff. AI agents have tripled knowledge base creation volume, with a 9.3/10 CSAT for AI-generated articles, ensuring frontline learnings are continuously captured and available. Across 2025, our efforts helped save our employees over 2.3 million hours.

Our support teams now focus on complex cases requiring creativity and critical thinking, while agentic AI handles routine support through automated workflows and intelligent assistance. We've achieved true productivity gains—giving time back to both customers and employees to focus on what matters most.