ServiceNow has purchased Israel-based software firm Sweep in a deal that hands the workflow software giant new agentic AI tools as it intensifies its push into customer relationship management software dominated by Salesforce, according to a report by CRN. Sweep builds an agentic layer for enterprise systems that gives AI agents the context they need to understand, plan, and govern changes across the Salesforce ecosystem. The acquisition, first reported by Israeli media outlet CTECH, brings ServiceNow technology that works across major AI-based platforms including Salesforce, Snowflake, HubSpot, and Data 360, though the financial terms weren't disclosed.
The deal delivers ServiceNow a range of agentic AI capabilities targeted directly at Salesforce and the CRM market. These include AI-powered documentation and question-and-answer features, metadata agents, agentic workspace tools, Sweep's model context protocol capabilities for a natural language interface, the ability to operate across multiple organizations from a single conversation, and an artifact mode that converts metadata analysis into charts, summaries, and filters. ServiceNow President of Global Customer Operations Paul Fipps recently told CRN the company's CRM business has doubled year-over-year in sales, and CRM was part of 16 of the company's top 20 deals in the most recent quarter. ServiceNow has launched a program called Now Next CRM designed to move customers safely from legacy CRM products to the ServiceNow CRM product, and the company is collaborating with channel partners on the initiative, though Fipps declined to identify specific legacy vendors by name.
In an emailed statement to CRN, ServiceNow said the acquisition will strengthen its AI capabilities around CRM. "The solution will strengthen and accelerate our implementation capabilities, helping our customers achieve faster time to value," the company stated. The technology and expertise will advance agentic deployment for CRM, ServiceNow said, with the impact for customers being "faster time-to-value as they scale agentic systems." Fipps told CRN that CRM isn't actually new territory for ServiceNow, noting the company has had the front end for configuring pricing, built out sales order management capability, and has always won in field service management. AI plays a major role in the strategy, Fipps said, pointing to where the company is headed with voice interaction, native AI capabilities from a user experience standpoint, and where it's winning in technology and financial services sectors.
The acquisition comes as ServiceNow expands its AI-based NOW platform into the CRM market currently controlled by Salesforce. For more than a year, ServiceNow has promoted its CRM capabilities and its goal to challenge rival Salesforce's CRM business by capitalizing on how broadly ServiceNow's AI technology has spread through its NOW platform, which the company says touches so many of its enterprise customers' systems. Tracey Cesen, founder and CEO of Forever Human, a Pittsburgh-based ServiceNow-focused solution provider, told CRN that significant opportunity exists for ServiceNow in the CRM market, though the path won't be straightforward. "They have to traverse a whole different ecosystem to get to their end customer," Cesen said, adding that having Sweep as part of ServiceNow will help make its move to CRM easier. Salesforce did not respond to CRN's request for comment. The acquisition positions ServiceNow to accelerate enterprise application deployments and agentic systems while strengthening its competitive stance in a market where Salesforce has long held dominance. For enterprises weighing CRM alternatives, the choice now hinges less on feature parity and more on which vendor's broader platform strategy aligns with their own application architecture and AI ambitions.