While Indian IT giants focus on sprinkling AI buzzwords throughout their press releases, ServiceNow is showing how true AI monetisation looks in action. At its Knowledge 2025 conference in Las Vegas, the Californian tech leader announced that its generative AI tool, Now Assist, is on track to hit a staggering $1 billion in annual contract value by 2026, a significant jump from its current $250 million.
ServiceNow’s CFO, Gina Mastantuono, made it clear: AI is no longer a mere trend but a core business line generating serious revenue. Mastantuono shared that some customers are spending up to 60% more on ServiceNow products after integrating AI-enhanced versions, highlighting the tangible impact AI has on business growth.
In comparison, Indian IT firms continue to talk about AI as part of their client conversations, but the revenue results paint a different picture. TCS, Infosys, and Wipro, despite boasting hundreds of AI projects, fail to disclose how much of their revenue is driven by AI. The term “AI washing” has gained traction as many Indian IT players mask their flat growth with vague claims of AI-driven innovation.
ServiceNow’s performance speaks volumes. With a projected annual revenue of over $13 billion this year, a 19% year-on-year increase in subscription revenue, and an ever-expanding portfolio, the company is setting an example of AI integration that goes beyond just experimentation. ServiceNow’s new AI platform, which includes foundational models like Apriel Nemotron 15B co-developed with NVIDIA, is revolutionising enterprise systems, with big names like Adobe, Visa, and Wells Fargo already on board.
What can Indian IT firms learn from this? According to Paul Smith, former president of global customer and field operations at ServiceNow, AI pilots across multiple foundations like GPT, Mistral, and Llama yield minimal results. “Make a platform bet,” Smith advises, stressing that AI’s real value is in its integration into enterprise systems to trigger actionable insights. “When AI is deployed on our platform, you can both extract insights and immediately trigger workflows to act on them. That’s where real transformation happens.”
ServiceNow’s AI approach is reshaping industries. For Indian IT to keep pace, it needs to focus on real AI integration and monetisation, not just empty promises. AI is not a buzzword—it’s a powerful revenue-generating tool that can redefine industries and growth.
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