A practical guide on how to integrate generative AI with ServiceNow in 2025

If your team runs on ServiceNow, you know it’s the core of your IT service management (ITSM) and customer support. It's powerful, it's reliable, and for a lot of us, it’s where work gets done. But let's be honest, there's always pressure to make things run a little smarter and faster. This is where generative AI can help.

Imagine resolving common tickets automatically, giving agents instant summaries of tangled issues, or deflecting repetitive questions before they even create a ticket. That’s the real promise of bringing AI into your ServiceNow setup. The good news is that it’s not some far-off dream anymore.

This guide will walk you through two clear options for integrating generative AI with ServiceNow: the built-in, native approach, and a more flexible, third-party platform. One path is a pretty heavy lift, while the other can get you up and running in minutes, not months. Let’s get into it.

Prerequisites for integrating generative AI with ServiceNow

Before you start connecting AI to ServiceNow, it helps to know what’s required. The needs change quite a bit depending on which way you go.

For the native ServiceNow path (Now Assist):

• You'll need a ServiceNow subscription that actually includes Now Assist (usually the Pro or Enterprise tiers).

• Administrator-level access to your ServiceNow instance.

• You'll probably need some dedicated developer time for the more advanced setups and scripting.

For a third-party platform path (like eesel AI):

• Any standard ServiceNow plan with admin access will do.

• An eesel AI account. You can grab a free trial to connect your instance and see how it all works.

How to integrate generative AI with ServiceNow: A step-by-step walkthrough

Here’s how to get from idea to launch, one step at a time.

Step 1: Figure out your goals

Before you touch any settings, you need a plan. Just "adding AI" to the mix isn't much of a strategy. The first thing to do is decide what you want to accomplish. Having a clear goal makes it way easier to see if you're succeeding and to get your team on board.

Here are a few common goals to get you thinking:

• Automate Tier 1 support: Take care of the simple, repetitive IT questions that jam up the queue, like password resets, VPN issues, or software access requests.

• Summarize ticket histories: Give agents an instant, AI-generated summary of long ticket threads so they don't have to read every single comment to get the context.

• Triage and route incidents: Automatically categorize, prioritize, and assign incoming tickets to the right people based on the content, which saves a ton of manual sorting.

AI-powered triage and routing of incidents, a key goal for integrating generative AI with ServiceNow.

• Deflect common questions: Offer up instant, accurate answers from your knowledge bases, letting users help themselves and cutting down on new tickets.

My advice? Start small. Pick one thing that’s high-impact but not overly complicated. Prove the value, build some momentum, and then you can expand from there. It's a much safer and more effective way to get started with AI.

Step 2: Choose your integration path

This is the big fork in the road. You can think of it as the classic "build vs. buy" debate, though it's more like a "complex internal project" versus a "streamlined, plug-and-play" decision.

• Path A: The native route with ServiceNow Now Assist. This is ServiceNow’s own AI, built right in. It’s powerful and deeply connected to the platform, but it's also a serious undertaking. It’s usually best for large organizations with big budgets and a dedicated team of ServiceNow developers ready for a long project.

• Path B: The fast-track with eesel AI. This is a modern, self-serve approach for teams that want results fast. It lets you connect knowledge from all your company's tools (not just ServiceNow) and keeps you in control without needing a team of engineers.

Let's break down what each path actually looks like.

Path A: A high-level look at setting up Now Assist

Now Assist is ServiceNow's collection of generative AI features. If you're set on a purely native solution, this is your path. It's a capable tool, but getting it up and running is a multi-step process that shows just how complicated a walled-garden approach can be.

Here’s a general overview of what's involved:

1. Subscription and activation: First, you have to make sure your company is paying for the right ServiceNow license, since Now Assist isn't included in every plan. Once that’s sorted, an admin has to go find and activate the right plugins in the Now Assist Admin Console. One common frustration is that these features aren't available on Personal Developer Instances (PDIs), making it impossible to try before you buy.

2. Configuration: After activation, you'll be working with tools like the GenAI Controller and the Skill Kit. This is where you tell the AI what it can do. It's a powerful framework, but it has a steep learning curve. Creating anything beyond simple summaries often requires a deep understanding of ServiceNow's architecture and might involve writing custom scripts.

3. Connecting knowledge: Next, you set up the AI to pull answers from your ServiceNow knowledge bases. This is great, but it has one major downside: your AI is now stuck inside ServiceNow. If your team stores important info in other places (and most teams do), the AI won't see it. This creates knowledge gaps and leads to incomplete answers.

4. Deployment: Finally, you can roll out the AI features to certain user groups. Because there isn’t a great built-in simulation environment, testing can be a bit of a nail-biter. You’re often left to test in a production environment, crossing your fingers that everything works as expected.

This path offers deep integration but requires a lot of time, money, and in-house technical skill. For more detail, you can always dig into the official ServiceNow documentation.

Path B: How to integrate using eesel AI

If the native path sounds like a long journey, you’re not wrong. That’s why platforms like eesel AI were created. eesel is built for simplicity, control, and connecting all your company's knowledge, not just what's in ServiceNow.

A screenshot of the eesel AI landing page, showing how to integrate generative AI with ServiceNow.

Here’s how you can get a powerful AI agent working in ServiceNow with eesel AI, often in just one afternoon.

1. Connect ServiceNow in minutes: Getting started is surprisingly easy. You sign up for an eesel AI account and connect your ServiceNow instance with a single click. There are no complicated API setups, no waiting for a developer, and no sales calls needed to get going. It just works.

2. Unify your knowledge sources: Here's where things get really interesting. Instead of being limited to ServiceNow, you can connect all the places your team keeps information. Link your ServiceNow knowledge base, sure, but also connect Confluence, Google Docs, your public help center, and even past ticket conversations. The AI learns from everything, giving it a complete picture and making sure its answers are as accurate as possible.

3. Customize the AI's behavior with a simple editor: You don't need to be a programmer to tell the AI how to behave. eesel AI has a simple prompt editor where you can define the AI's personality, its tone, and set clear rules for when it should answer versus when it should hand off to a human. You can also set up custom actions, which let the AI do things like look up order info in Shopify or create a new ticket in Jira.

A screenshot showing the simple editor in eesel AI for customizing AI behavior, an important step in integrating generative AI with ServiceNow.

4. Test with confidence using simulation: This feature really makes a difference. Before the AI talks to a single user, eesel AI can run a simulation on thousands of your past ServiceNow tickets. It shows you exactly how it would have responded, what percentage of tickets it would have resolved, and where you might have gaps in your knowledge. You get a clear, data-backed preview of its performance before you go live. No guesswork, no risk.

The simulation feature in eesel AI provides a data-backed preview of AI performance before going live, a key part of integrating generative AI with ServiceNow.

5. Go live gradually and safely: Once you're happy with the simulation results, you can roll out the AI with full control. Start by having it handle just one type of ticket, like "Password Resets." Let it prove its value there, and as you get more comfortable, you can gradually expand its duties. You’re always in control.

This video provides a brief overview of generative AI in ServiceNow for Now Assist and ITSM.

Best practices and common mistakes to avoid

No matter which path you choose, a few key ideas will help your project succeed. These tips can help you dodge some common problems.

• Don't try to boil the ocean: The biggest mistake teams make is trying to automate everything all at once. It’s a surefire way to end up with a stalled project and a frustrated team.

  • Pro Tip

    Use a tool with a simulation mode to find the easiest and most impactful workflows to automate first. Let the data point you in the right direction.

• Don't forget your other knowledge sources: The right answer to a user's question might be in a Google Doc, a Confluence page, or a Slack thread. If you only rely on your official ServiceNow knowledge base, your AI will be underpowered and your users won't get the best help.

• Don't fly blind: Deploying an AI without solid testing is like shipping code without any QA. You need a safe way to check its performance before it ever talks to a real user.

• Don't get locked into unpredictable costs: Some AI tools charge you for every ticket the AI resolves. This sounds okay at first, but when you have a busy month, your bill can suddenly shoot up.

  • Pro Tip

    Look for platforms like eesel AI that offer clear, predictable pricing. You shouldn't be penalized for successfully automating more of your work.

The verdict: Which path is right for you?

So, after all that, how do you choose? It really depends on your team's priorities, resources, and timeline.

ServiceNow Now Assist is a deeply integrated, native tool. It's a possible fit for massive companies that have dedicated ServiceNow development teams, big budgets, and a strict policy to keep everything on one platform. If you go this route, be ready for a project that will likely take several months and a heavy reliance on technical folks.

eesel AI is the best choice for teams that care about speed, flexibility, and control. If you want to get started in minutes, pull in knowledge from your entire tech stack, and safely test your AI before it goes live, it’s the clear winner. It gives you the power of enterprise-level AI without all the complexity that usually comes with it.

Here’s a quick side-by-side look:

Integrate generative AI with ServiceNow and start improving your instance today

Integrating generative AI into ServiceNow isn't a massive, nine-month project reserved for giant corporations anymore. While the native path still demands a lot of time and resources, modern platforms have made powerful AI automation accessible to any team.

You don't have to spend another quarter planning. You can start seeing the benefits of AI in your ServiceNow instance this week. The best way to start is to see what’s possible with your own data.

Ready to see how generative AI can automate your ServiceNow workflows in minutes? Sign up for a free eesel AI trial and connect your ServiceNow instance to see it for yourself.