ServiceNow is reimagining brand management by embedding Adobe Brand Intelligence into daily workflows to scale brand guidance beyond a fixed review, enabling faster, more consistent decisions across 30,000 employees, agencies, and partners.

The initial rollout validates core brand elements—colors, logos, icons, and fonts—within the existing Brand Center and Workfront workflows, with plans to surface feedback directly inside creative tools and reviews.

Ongoing feedback loops include weekly Brand Intelligence reviews by brand managers to teach the AI the nuanced reasoning behind brand standards and exceptions.

Success will be measured not only by Brand Center usage but also by outcomes such as reduced rework, time saved, and reinforced adherence to brand guidelines across content creation.

Previously, Brand Center and manual Workfront reviews could take up to five business days and covered less than 1% of creative output, creating a bottleneck for scalability.

The aim is to shift from a checkpoint model to a partnership model where the brand team guides and enables employees earlier in the process, reducing rework and emphasizing human judgment where it matters most.

Future phases will broaden access across the organization as guidelines and workflows are refined, with a long-term goal of making brand evolution frictionless and integrated into everyday work, not just final approvals.

The initiative will be showcased at Adobe MAX 2026 in a session titled Protect Your Brand. Scale Your Creative Craft (S6201), demonstrating how Adobe Brand Intelligence supports scalable brand governance.

Brand Intelligence is trained on ServiceNow’s brand guidelines and past creative decisions to understand both rules and the rationale, including exceptions such as when two-tone typography should start in green or end in white.

Executives involved include Audyn O’Rourke (Director of Brand Management), Ryan Thompson (Senior Manager, Global Brand Management), and Sytira Saunders (Brand Manager).