# ServiceNow launches AI-powered engine to accelerate migrations from CRM rivals > Source: > Published: 2026-11-12 14:00:35+00:00 ### ServiceNow launches AI-powered engine to accelerate migrations from CRM rivals ServiceNow Inc. is bidding to steal business from other customer relationship management vendors with an artificial intelligence-powered engine that it says can reduce enterprise CRM implementations from months to weeks. The new Autonomous CRM Engine uses AI to analyze existing CRM environments, recommend business process improvements and automate deployment of redesigned workflows on ServiceNow’s platform. The offering represents a competitive challenge to established CRM providers such as Salesforce Inc. and Microsoft Corp. by potentially lowering the switching costs that help vendors retain customers. The initial rollout targets only Salesforce installations, and others are planned. The announcement comes amid growing concern about the costs and limitations of aging CRM systems. Gartner Inc. last year [warned](https://www.gartner.com/en/documents/7187530) that legacy CRM platforms can create hidden maintenance expenses, integration dependencies and security risks that impede modernization. The researcher predicts that by 2028, most enterprises will identify outdated CRM systems as an obstacle to effectively using AI. Gartner recommends that organizations evaluate technical debt, integration dependencies, data quality and the full cost of maintaining legacy CRM systems before deciding whether to modernize or replace them. The discovery process is one of the most time-consuming aspects of CRM modernization, said Terence Chesire, group vice president of CRM and industry workflows at ServiceNow. Organizations typically must interview employees across departments and geographies to understand how sales and service processes operate. “We’re able to collapse that into literally days where we show them how all their sales processes occur by product line,” he said. Autonomous CRM Engine uses metadata application programming interfaces to examine business objects, configuration settings, custom scripts and workflows. It organizes that information into a graph database and applies AI to reconstruct how activities such as sales approvals, customer escalations and service requests actually function. ServiceNow claims the analysis can expose discrepancies between documented procedures and everyday practices, including approval steps employees routinely bypass. ### More than migration Beyond transferring existing processes to a new platform, ServiceNow uses the discovery information to recommend redesigned workflows based on industry practices. Business leaders can examine proposed changes in a visual workspace and modify processes to accommodate unique business characteristics. Once approved, changes can be deployed directly into ServiceNow’s CRM environment. Chesire acknowledged that automation doesn’t eliminate difficult organizational decisions or integration challenges. “The parts that potentially get extended are all those linkages to other systems because we always land inside a heterogeneous environment,” he said. ServiceNow addresses those dependencies through its Workflow Data Fabric, which provides access to external information without the need to move or copy it. Its integration capabilities also extend to older applications through robotic process automation. Gartner cautions that CRM modernization projects must account for hidden application dependencies, regulatory data-retention requirements and business processes that may rely on retired systems. It also recommends establishing clear data ownership and governance policies before making changes. The research firm suggests measuring modernization success through operational improvements rather than retired applications. It suggests performance targets such as annual operating cost reductions of at least 20%, retention of 95% of historical data in searchable archives and a 35% reduction in duplicate or inconsistent records. ### Customer results Chesire acknowledged that ServiceNow hasn’t conducted comparative productivity studies against competing CRM platforms, although the company demonstrates its technology to prospects using their own business processes and data. The firm cited several customer examples to demonstrate the potential benefits of consolidating customer operations. Germany soccer league Bundesliga-Gruppe GmbH consolidated fan services from seven digital channels onto ServiceNow in about a month and now resolves 89% of fan inquiries on first contact, according to ServiceNow. Bell Canada connected 26 applications and 8,800 data silos to one platform to support 12,000 field employees, while Everpure Inc. eliminated 13 legacy systems and now resolves 72% of customer issues before they’re reported. Chesire said AI adoption is increasing pressure to modernize systems whose business logic is buried in custom code. ServiceNow plans to extend Autonomous CRM Engine’s capabilities to continuously monitor configurations and eventually improve CRM operations autonomously. The engine is available now, with additional capabilities planned for 2027. ServiceNow said its CRM and Industry Workflows business has surpassed $2 billion in annual contract value. 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