Brian Hoffman, PhD, heads Enterprise AI at ServiceNow. He and his team use AI and GenAI to improve customer experience through personalized recommendations, foster product adoption, and optimize the customer journey. Since 2000, Brian has led teams in balancing the risk of AI/ML models against the promise of advancements in software, sales, marketing, customer support, genomics, and biotech. His team developed the ServiceNow AI Control Tower, built on the ServiceNow platform, to mitigate risk through an AI model registry, AI SDLC, data and governance approvals, and AI model value monitoring.