ServiceNow has unveiled major enhancements to its global Partner Program, signaling a clear push to accelerate enterprise-grade AI agent innovation. Announced at ServiceNow Partner Kickoff 2026, the updates expand access to its Build Program, simplify partner pricing, and strengthen the ServiceNow Store as a marketplace for AI agents. For B2B marketers and CX leaders, the move highlights how ecosystem-led innovation is becoming central to scaling AI across the enterprise.
ServiceNow is reengineering how partners build, commercialize, and scale AI-powered solutions on its platform. The company introduced a reimagined Build Program designed to open its ecosystem to more ISVs, developers, and technology partners while streamlining how solutions reach customers through the ServiceNow Store.
More than 1,000 existing partners including AutomatePro and SailPoint are expected to transition into the new program by March, joining a broader global partner ecosystem that now exceeds 2,700 organizations. The initiative reflects a shift in enterprise demand: customers are moving beyond AI experimentation toward deploying AI agents at scale across workflows, IT, HR, security, and customer operations.
As part of the update, ServiceNow also rolled out a unified partner investment portfolio and a simplified pricing model aimed at reducing friction and accelerating partner-led growth on the ServiceNow AI Platform.
Reimagined Build Program Lowers Barriers for Innovation
The redesigned Build Program introduces a modernized tier structure Registered, Select, Premier, and Elite along with a new Access Tier for early-stage or aspiring partners. This approach allows innovators to begin building immediately, without full program enrollment, while still accessing development tools and platform resources.
Partners can now more easily build, test, certify, and distribute AI agents, applications, and connectors, positioning the ServiceNow Store as a global marketplace for enterprise-ready AI solutions.
“ServiceNow is building a vibrant partner ecosystem for the AI-native future,” said Michael Park, senior vice president, global partnerships and channels at ServiceNow. “By simplifying how partners build on the ServiceNow AI Platform and expanding our commitment to partner co-innovation, we’re making it easier than ever for partners to create differentiated AI-powered solutions. Together, we’re accelerating customer outcomes and unlocking the next chapter of AI value for enterprises around the world.”
Expanded Partner Investments and Simplified Pricing
To support partners across the full lifecycle from demand generation to deployment ServiceNow introduced an expanded investment portfolio for 2026. Key elements include:
- Market Development Fund (MDF): New funding options with 100% reimbursement for select demand-generation activities.
- Strategic Investment Fund (SIF): Targeted funding to accelerate high-impact customer opportunities.
- Incentives and specialization rewards: Programs aligned to partner tiers that recognize delivery, sell-through, and technical expertise.
ServiceNow also announced a streamlined single annual membership fee for all global partners, replacing more complex regional pricing structures.
What Partners Are Saying
“As ServiceNow expands what’s possible through its enhanced Build Program, we see great opportunity to help customers achieve meaningful success, fast,” said Paul Chorley, CEO at AutomatePro. “These programmatic changes underpin the importance of Build Program innovators and support our increased investment in solution development and marketing efforts.”
“Identity becomes the foundation for trust as enterprises move from experimenting with AI to deploying it at scale,” said Matt Mills, president at SailPoint. “ServiceNow’s reimagined Partner Program makes it easier for partners like SailPoint to build and deliver AI agents that are secure by design and ready to drive real business outcomes.”
Why This Matters for Marketers
- AI agents are becoming go-to-market accelerators, embedded directly into enterprise workflows.
- Ecosystem innovation now drives differentiation, not just core platforms.
- Faster partner onboarding expands solution diversity for industry-specific use cases.
- Simplified pricing reduces friction, enabling quicker launches and co-marketing.
- Marketplaces like the ServiceNow Store influence buying decisions, similar to app stores in SaaS.
MarTech Insights POV
ServiceNow’s move underscores a broader MarTech trend: AI scale depends on ecosystems, not standalone platforms. By lowering entry barriers and aligning incentives, ServiceNow is positioning partners as the primary engine for verticalized AI innovation an approach likely to influence how other enterprise SaaS vendors structure their partner strategies in 2026 and beyond.
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