The challenge: Everyone was talking about AI, and almost no one trusted it. Executives saw hype without a business case. Employees saw a threat to their jobs. ServiceNow needed one story that could win over both, across four very different lines of business.
The big idea: “Put AI to Work.” ServiceNow wanted to prove that AI earns its place by taking on the busywork, so people can focus on the work that matters. Teams should see AI as help, not a threat. Leaders see real ROI for the business case. Each line of business sees its own use cases, all in one shared story.
The approach: The content plan was built on engagement journeys for each ICP buying group. To scale across four audiences, we created one standard topic path that every line of business followed at every touchpoint: explore what AI can do, see it in action, then build the business case. The campaign also moved ServiceNow’s long-form content from static PDFs to interactive HTML experiences for the first time.
My role: Led the Content Experience team of strategists, writers, and designers who brought the framework to life. I guided each team member in applying the standard topic path to their line of business, kept the story consistent across all four audiences, and set the quality bar for every asset before it launched.
Status: This work covers the campaign launch. Put AI to Work continues as a major ServiceNow initiative.
