ServiceNow公司更新：AI控制塔前景积极

Encouraging Al Control TowerCustomer Calls Brad Zelnick Research Analyst ServiceNow's Al Control Tower, an emerging strategic platform for providingcentralized governanceand monitoringfora diverse ecosystemof first-andthird-party Alagents.The company introduced Al Control Tower at its Knowledge 2025conferenceandmostrecentlydisclosedhavingexceededinitialFY25ACVtargetsby more than 4x. +1-212-250-8563BhavinShah,CFA Research Analyst+1-212-250-6775 Research Associate+1-212-250-1575Nick Giovacchini Acting as the central nervous system for enterprise IT, the platform providesorganizations with the much-needed confidence to move Alpilots into productionand progresstowardsfullyautonomous,orchestrated Al workflows.ThecomplementaryAl AgentFabricprovidesa connectivitylayerthat enables differentAl agents to work together across various tools, teams, and vendors. It is a keycomponent that enables the multi-agent orchestration ServiceNow delivers atenterprisescale.Bycombiningtheseelements,AlControlTowerensuresthatAl Research Associate+1-212-250-9075 Product Overview: CentralizedAlGovernance:Control Towerisdesignedtobe a singlepaneof glass for managinga diverse ecosystem offirst-party (Now Assist)andthird-partyAlagents.Itsprimaryvaluepropositionisprovidinggovernanceand observability to manage the proliferation of agents across anorganization, an especially critical need for regulated firms facingmandates liketheEUAlAct. Enabling Agent Adoption:Experts noted that enterprises are oftenhesitanttodeployagentsatscaleduetofears ofbeingunableto controlandactively audit.Control Toweraddresses this by allowing customers to setguardrails,monitorusage,andensureadherencetointernalpoliciesbeforescaling agentic workflows,effectively acting as an unlock for wider Aladoption Integrations:Integrationwith otherplatforms isfacilitatedbyMCP serverfunctionality.Overallfeedbackwasmixed,withcustomersdescribingtheinitial setup as simple, but integrating multiple third-party agents requiresmore costly and time-consuming custom configuration,somewhatslowing scaled utilization. Pricing&Monetization: SoftwareServiceNow significant upgrade. One customer noted it was required to upgrade fromPro Plus to a custom-quoted Enterprise tier, which was cited as an ~80%increaseperseat.Usage-Based Monetization Element:The primary driver of expanding future spend istiedtoa consumption model basedon"Assists,"which areServiceNow's unitof value for Al actions.While the Enterprise tierincludesan initial capacity ofAssists,one customerseeing positive ROl indicated itIspurchasing additional packsand expectsusage-based costs to scalemonetization engine. early days for Control Tower,with few scaled deployments.The mostimmediate interest comes from Financial Services and other regulatedbusinesses for now. Competitive Landscape:ServiceNow is viewed as the leader in theemerging space. Microsoft is seen as a capable competitor, but itsapproach was described as being more rigid and locked into its ownecosystem ("take it or leave it"approach).ServiceNow is perceived as amore open,flexible alternative,allowing customers to choose theirpreferred agentic solutions and integrate with a wide array of platforms.Other vendors mentioned as having competitive alternative solutionsinclude IBM (Orchestrate), UiPath,and Salesforce.Interestingly we did nothear muchfamiliaritywith OpenAi Frontier. Acquisitions&Strategy: Forward-LookingTuck-lns:RecenttacquisitionsofTraceloop(observability),Veza (identity/permissions),and Pyramid Analytics (dataaggregation/analytics)were universally praised and viewed as"forward-looking". While yet to be confirmed, the products are likely to be rebuiltnatively ontothe core ServiceNow platform toenhance Control Tower'scapabilities. Positioned as the "Operational Authority": ServiceNow's strategyleveraging itsdeepworkflowcapabilities.Thecombinationof itsplatform,the abilityto orchestrate third-party agents, and the new governance layerfrom Control Toweris garnering significant customer interest. SoftwareServiceNow Appendix 1 *Other information available upon request ingtorecotesmadeonotherthantheprimaom/Research/DisclosIr/Diclamr.no ImportantDisclosuresRequiredbyU.S.RegulatorsDisclosures marked with an asterisk mayalso be required by at least one jurisdiction in addition to the United States.See ImportantDisclosuresRequired byNon-USRegulators and ExplanatoryNotes.2.DeutscheBank and/orits affiliate(s) mayactas amarketmakerorliquidityproviderin thefinancialinstruments issued by this company.7.DeutscheBankand/oritsaffiliate(s)has receivedcompensationfromthiscompanyfortheprovisionof investmentbanking or financialadvisory services within thepast year.8.Deutsche Bank and/or its affiliate(s) expects to receive, or intends to seek, compensation for investment bankingservicesfromthiscompanyinthenextthreemonths.15.This company has been a client of Deutsche Bank Securities Inc. within the past year during which time it receivedinvestmentbanking