ServiceNow unveils new Build partner program to make room for AI agents

More than 1,000 existing partners are expected to transition to the new program by March.

ServiceNow has refreshed its new Build Partner Program to help partners use and deploy AI agents within their toolkit.

According to the software company, the program will enable a broader set of ISVs, developers, and technology partners to build, test, certify, and distribute solutions on the ServiceNow AI Platform.

ServiceNow has also introduced a unified investment portfolio and simplified pricing model.

Mathew Bolton, partner leader, ANZ at ServiceNow told CRN Australia that as AI adoption accelerates, customers are looking for industry-specific, workflow-driven solutions that go beyond generic use cases.

“We reimagined the Build Partner Program to make it easier for partners to innovate, commercialise, and scale AI solutions on the ServiceNow platform,” he said.

“The changes simplify entry, reduce friction, and better align benefits and investments to real customer and partner outcomes, so partners can move faster from idea to impact.”

ServiceNow has also modernised its tier structure, registered, select, premier and elite, to bring stronger program benefits and fresh opportunities for partners to showcase their AI solutions in the ServiceNow store.

Discussing how Australian partners can make money from this program, Bolton said it creates clearer, more direct monetisation paths for partners.

“Partners can generate revenue through solution sales and subscriptions, gain greater visibility and demand through the ServiceNow Store, and access improved revenue share and incentive opportunities,” he said.

“We’ve also aligned investments, such as MDF, strategic funding, and incentives, around helping partners drive pipeline, close deals, and deliver successful AI outcomes at scale.”

Bolton noted that partner feedback was a critical input into the program redesign.

“We heard clearly that partners wanted simpler access, clearer paths to scale, and benefits tied more closely to marketplace success and customer value,” he said.

“The new Build Partner Program directly reflects that feedback, with fewer barriers to entry, more transparent requirements, and incentives aligned to outcomes that matter most to partners.”

From this program, Bolton explained that ServiceNow wants partners to “confidently” build, monetise, and scale differentiated AI solutions on the ServiceNow platform.

“That means faster time-to-market, sustainable and profitable growth, and stronger customer impact,” he said.

“Our goal is a partner-led AI ecosystem where innovation is rewarded, customer outcomes are accelerated, and partners can grow meaningful, long-term businesses with ServiceNow.”

More than 1,000 existing partners will transition into the redesigned Build Program by March.