ServiceNow Summit is a global event from ServiceNow, and in 2025, it will be present in major cities around the world. On September 9th and 10th, the most anticipated event of the year for technology, innovation, and digital transformation professionals took place in Dallas, USAThe Summit demonstrated in practice how Artificial Intelligence (AI) is being used to boost operational efficiency and the experience of customers and employees.
What is ServiceNow
THE ServiceNow is one of the leading platforms for automating corporate workflows. Its goal is to transform manual processes into digital ones, reducing costs, increasing productivity, and delivering more seamless experiences.
Main features of the platform
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IT Service Management (ITSM): managing IT services to improve operational efficiency.
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Customer Service Management (CSM): customer support with automation and generative AI.
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Human Resources Service Delivery (HRSD): digital and more agile HR processes.
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Governance, Risk and Compliance (GRC): solutions for compliance and security.
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AI and Automation: GenAI and AI Agents capabilities that make workflows smarter.
Thus, ServiceNow, in addition to being an IT tool, is a space for digital transformation, integrating areas and accelerating innovation in companies across all sectors.
What ServiceNow Summit Dallas 2025 was like
The ServiceNow Summit Dallas 2025, held on September 9th and 10th, 2025, at the Irving Convention Center, featured the central theme "Put AI to Work." This emerging topic highlights the fundamental challenges of implementing AI in businesses.
Thus, the Summit highlighted that implementation without strategies becomes inefficient, hindering the transition of projects to production. And, despite advances in models and tools, clean and structured data remains the biggest factor in the success of an AI initiative. The Summit highlights the vast potential for AI to grow in organizations quickly, safely, and responsibly.
Event Highlights
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Practical Workshops (Learning Labs): On September 9, participants had immersive sessions to explore the application of AI in real workflows, with practical strategic tips.
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AI Agent Demos: like the AI Agents can automate customer service, finance, IT, HR and collaborate on company integration.
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Cases by sector: healthcare, finance, media, retail, technology, and many others have shown efficiency gains with ServiceNow.
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Process Mining and Governance: focus on identifying bottlenecks and ensuring responsible use of AI.
The event demonstrated strong engagement among professionals in attendance, with a keen interest in practical AI applications. Furthermore, it reinforces the emphasis on mature, implementable solutions, going beyond futuristic theories. It also established itself as an excellent networking opportunity, connecting technology leaders and platform users.
The Summit stands out for its proposal that automation isn't just about efficiency, but also about allowing teams greater freedom to focus on development strategies. Furthermore, AI becomes a fundamental part of governance and compliance risks within organizations.
Thus, the highlight of the event was uniting AI, data and workflows in a single integrated platform for greater development and autonomy in processes.
Big names at Summit Dallas
The event was packed with digital innovation experts and leaders who are monitoring and predicting the growth of transformation and innovation. The Summit featured prominent voices from ServiceNow, such as Goutam Nistala, Head of GenIA GTM, Shashank Saggar, Senior Director, GTM Strategy and Product Management and Jeff Margolese, Senior VP and Global Solution Consulting, ServiceNow. Also present were Max Malloy, VP of Digital Experience & Strategy at Pro Assurance and Wayne Sadin, EVP & CIO at PriceSmart.
Among the topics covered at the event, the main ones were:
- Accelerate IT, Risk, and Security Automation through Agentic AI with Tanium + ServiceNow
- From Fragmented to Frictionless: How AI-Powered Command Centers Orchestrate Seamless Operations
- Turbocharge ServiceNow Development with AI
- Built to Act: How RapDev's AI Agents Drive Real Results
- ServiceNow AI Control Tower: Mastering AI Governance to Accelerate Results
- The Future of Operational Technology Management from ServiceNow
- Now on Now: Drive Action with CMDB, CSDM, and Service Mapping
- AI-Driven ITSM and ITOM Roadmap: Autonomous Service Operations
- Strategic vision for AI risk, resilience, sustainability, and governance
- ServiceNow AI Agent Roadmap: Ready Today, Built for Tomorrow
The ServiceNow Summit in Riyadh
Also this week, the Summit in Riyadh, in Saudi Arabia. On September 8th, the city hosted the AI Summit, focused on the implementation and future of Artificial Intelligence. The event brought together ServiceNow experts from the Middle East, with relevant discussions on the challenges facing organizations in today's dynamic and digitalized environment. Practical solutions with ServiceNow, AI, and digital transformation processes were also discussed, focusing on workflow efficiency.
The event focused on ServiceNow's AI agents to power the integrated enterprise. The event featured success stories and case studies, live demonstrations, and practical insights into increased productivity and greater efficiency in customer experiences and workflows, with an eye toward the future of innovation.
Among the sessions, the main themes were:
- Practical use cases of AI in ITSM
- Automation and Customer Experience Best Practices
- Insights from industry leaders and ServiceNow experts
- AI as the future of IT service management and digital transformation
The event concludes with the trend that organizations are not only adopting AI, but also scaling it, responsibly with governance and measurable results.
The ServiceNow Summit in São Paulo
In Brazil, the ServiceNow Summit São Paulo 2025 took place on August 21st at the WTC São Paulo and brought together executives, IT leaders, and innovation experts. 4MATT was present, presenting the Learning Lab, “Unlock Value with CMDB Data Foundations” and as an official sponsor of the Summit. This reinforces 4MATT's authority as a Premier ServiceNow Partner and Best ITx Partner in Latin America.
Main points covered
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Generative AI applied to CRM: emphasis on personalization and automation of customer service.
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Local success stories: Brazilian companies showed how they use the platform to transform their businesses.
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Technical workshops (Learning Labs): held on August 20, with practical training in AI and automation.
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Digital transformation in Brazil: adaptation of technology to the particularities of Brazilian infrastructure and business culture.
Impact on the Brazilian market
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It reinforced ServiceNow's role as a strategic partner in the digitalization of companies in the country.
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It showed that the combination of technology and people is essential to generate value on a large scale.
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It brought local professionals closer to global innovations, strengthening the ServiceNow user community in Brazil.
Conclusion
The ServiceNow Summit 2025 reinforced the message that Artificial Intelligence is no longer the future, but the present of digital transformation. Both in Dallas and São Paulo, the events demonstrated how the platform can generate real value for companies of different sizes and sectors.
For organizations seeking greater efficiency, innovation, and competitiveness, ServiceNow is an essential part of the journey toward complete digitalization. Additionally, it's important to have partners who can help your company with technology implementation, development, and automation. 4MATT is your partner. best choice for IT consulting and ServiceNow services.
Talk to one of our experts and discover how 4MATT helps accelerate your company's digital transformation with ServiceNow.
