ServiceNow revamps partner strategy around AI agents

ServiceNow has overhauled its global Partner Programme and put AI agents at the centre of its partner strategy, with a redesigned Build Programme and changes to funding and fees.

The company said the Build Programme now gives a wider set of independent software vendors, developers, and technology partners access to the ServiceNow AI Platform. ServiceNow also positioned the ServiceNow Store as its main route to market for partner-built AI agents.

ServiceNow said more than 1,000 partners will transition to the updated Build Programme. The company said the wider partner network now includes more than 2,700 partners globally.

Build Programme

ServiceNow said the revamped Build Programme covers building, testing, certifying, and distributing partner solutions on the ServiceNow AI Platform. The company said it expects more partner-built AI agents, applications, and connectors.

The Build Programme now uses a tier structure of Registered, Select, Premier, and Elite. ServiceNow also introduced an Access Tier. The company said the Access Tier gives aspiring and entry-stage partners immediate access to tools and resources, without full enrolment at the start.

ServiceNow said the updated structure gives partners more ways to showcase AI solutions in the ServiceNow Store. The company described the store as a global marketplace for partner-built AI agents.

Funding changes

ServiceNow also announced a unified investment portfolio for 2026. The company said it will align funding and incentives to partner tiers.

The investment portfolio includes a Market Development Fund. ServiceNow said it will offer new funding opportunities and 100% reimbursement for select activities for eligible partners. The company also introduced a Strategic Investment Fund. ServiceNow said it will use that funding for targeted customer opportunities.

ServiceNow also set out sell-through, deployment, and specialisation incentives. The company said these rewards will recognise partners for customer value and technical expertise across the ServiceNow AI Platform.

Pricing shift

ServiceNow also said it will change how it charges partners. The company said it will move all global partners to a streamlined single annual membership fee.

ServiceNow said the change reflects partner feedback. The company also said it expects a simpler fee model to reduce friction as the ecosystem grows.

ServiceNow framed the changes around an enterprise shift from early AI trials to wider deployments. It said partners now play a larger role in specialised use cases, deployment work, and industry workflow projects that incorporate AI agents and generative automation.

Michael Park, Senior Vice President, Global Partnerships and Channels, ServiceNow, described the updated approach as part of the company's broader product direction.

"ServiceNow is building a vibrant partner ecosystem for the AI-native future," said Michael Park, senior vice president, global partnerships and channels at ServiceNow. "By simplifying how partners build on the ServiceNow AI Platform and expanding our commitment to partner co-innovation, we're making it easier than ever for partners to create differentiated AI-powered solutions. Together, we're accelerating customer outcomes and unlocking the next chapter of AI value for enterprises around the world."

AutomatePro said it expects the changes to influence its product and marketing plans in the ServiceNow ecosystem.

"As ServiceNow expands what's possible through its enhanced Build Programme, we see great opportunity to help customers achieve meaningful success, fast. These programmatic changes underpin the importance of Build Programme innovators and support our increased investment in solution development and marketing efforts," said Paul Chorley, chief executive officer at AutomatePro. "AutomatePro is transforming how organizations innovate with ServiceNow, scaling workflow automation and driving AI productivity to new levels. By replacing manual, repetitive tasks with intelligent insights, we're redefining what it means to deliver high-quality software at speed to ServiceNow Impact customers."

SailPoint linked the partner updates to identity and access management in enterprise AI deployments.

"Identity becomes the foundation for trust as enterprises move from experimenting with AI to deploying it at scale," said Matt Mills, president at SailPoint. "ServiceNow's reimagined Partner Programme makes it easier for partners like SailPoint to build and deliver AI agents that are secure by design, deeply integrated into enterprise workflows, and ready to drive real business outcomes. Together, we can help customers accelerate AI adoption while ensuring the right access, for the right users, at the right time."

ServiceNow said it expects the redesigned Build Programme to create a larger pipeline of partners building solutions on the ServiceNow AI Platform, with partner transitions continuing into March.