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Guest Spotlight: Ashraf Karim

Ashraf Karim, Sr VP, Connected Customer Experiences & Technology at ServiceNow
Ashraf Karim
ServiceNow | Exec

About Ashraf Karim

Ashraf Karim is Senior Vice President of Connected Customer Experiences and Technology at ServiceNow, where she owns the entire post-sale experience and leads the company's Customer Zero program, running ServiceNow on ServiceNow. Her background spans data-driven customer experience work at Google, PayPal and Verizon. She brings deep expertise in agentic AI adoption and in measuring nondeterministic systems with LLM judges and customer effort scores.
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Takeaways

All Takeaways

Nondeterministic output needs its own evaluation layer, so ServiceNow built an LLM judge that scores against a golden data set before anything reaches a customer.

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Users did not want the agentified version of the human process. They wanted the outcome and the next best action, not the steps.

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The fix was a feedback loop that narrates what the AI is doing in the background, which buys the patience a long task needs.

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The agentic skills worked. Users still abandoned them, because a five to fifteen minute wait broke their expectation of what AI should feel like.

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ServiceNow is its own Customer Zero, running the platform on itself and testing every feature internally before customers see it.

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