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Every interaction a customer has with a brand helps shape their loyalty and long-term relationship with it. As AI becomes an increasingly central part of customer experience (CX), businesses are arriving at a critical crossroads. When done right, AI has the power to deepen trust and build meaningful, lasting customer connections. But when it falls short, it can unravel hard-earned loyalty.

Knowledge 2025 was an event for the history books: three days of exciting keynotes, informative panels, and collaborative breakout sessions that brought together 25,000 ServiceNow customers, partners, investors, and developers. From the keynote stage to the expo floor, we showed the world how ServiceNow puts AI to work for people—in every corner of business. In addition to big announcements shared in the opening keynote, here are four top takeaways from Knowledge.