“For the first time, we’re seeing actual automation happening in ITAM,” Cahall explains. “ServiceNow has launched AI capabilities that make Now Assist for SAM truly meaningful. The new reclamation rules are intelligent, adaptive, and genuinely improve the experience.”
While previous iterations of Now Assist offered potential, Zurich delivers on that promise. The new AI-driven reclamation rules in Software Asset Management (SAM) can now operate in real time, learning from an organization’s specific environment. This means customers no longer need to rely on static, one-size-fits-all rules. Instead, they benefit from fine-tuned automation that aligns directly to how their assets are actually used. This results in faster optimization and smarter cost recovery.
With these enhancements, Zurich helps organizations take a proactive stance on cost and compliance. “The new AI capabilities enable reclamation rules that are far more relevant to each customer’s environment,” says Cahall. “That real-time automation means less manual oversight, fewer missed opportunities to reclaim unused licenses, and a tangible reduction in risk.”
By intelligently automating reclamation and optimization, ITAM teams can now focus on strategy rather than manual cleanup. The result: leaner operations and reduced exposure during audits.
For ITAM teams adopting Zurich, Cahall highlights a clear starting point: “Deploying the Asset Audit Response workspace is the quickest win.”
Historically, ServiceNow’s audit capabilities were fragmented across HAM and SAM, but Zurich unifies the experience. “Before, there wasn’t really process management built into main asset projects,” Cahall explains. “Now HAM, SAM, and EAM can all leverage the new audit response workspace. It’s robust, it’s collaborative, and it’s finally built to handle external responses efficiently.”
This feature helps organizations manage the “fact of life” that is asset-driven audits; giving practitioners a dedicated, streamlined toolset to coordinate and automate audit responses.
Beyond automation, Zurich tackles some of the most persistent pain points in ITAM. “Having a dedicated workspace to handle audit responses changes the game,” Cahall says. “It gives teams structure, visibility, and automation in one place.”
Zurich also expands its library of SAM publishers, minimizing manual input and allowing asset managers to stay current as more publishers are added. The combination of AI automation and expanded content coverage makes day-to-day asset management faster, simpler, and less error-prone.
If Cahall had to summarize the Zurich ITAM release in one sentence for executives, he’s clear:
“AI for asset management officially has a viable value statement.”
The Zurich release doesn’t just add AI features; it embeds intelligence where ITAM teams need it most. For organizations looking to enhance visibility, reclaim value, and strengthen audit readiness, Zurich represents a shift from incremental improvement to intelligent transformation.