THE AI INTERVIEW
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dam Spearing has spent more than three decades in enterprise software, making few people better placed to chart the seismic shift now reshaping the industry. Today, as VP of AI Go-to-Market for EMEA at ServiceNow, Adam sits where strategy meets sales and transformation. He works with some of Europe’ s largest organisations, enabling them to navigate the leap from AI experimentation to full operational deployment.
“ I work closely with key customers helping them understand what ServiceNow really does and how to make the most of our full AI-driven portfolio,” Adam explains.
“ I also work with regional sales teams and product leaders to shape AI go-tomarket strategy across EMEA, ensuring we’ re not just talking about innovation, but delivering real outcomes.”
From enterprise software to the AI frontier Adam’ s path into AI was something of a natural evolution. With roots stretching back through the enterprise software world, he has watched the industry transform through several technological generations.
His career has seen him occupy leadership roles at SUSE, where he served as Chief Revenue Officer, and Salesforce, where he held senior positions in solution consulting and platform sales. Those years shaped a perspective that is as commercial as it is technical.
At ServiceNow, his central focus is on connecting people, processes, data and devices to maximise business outcomes across the enterprise.
“ Our AI-ready platform is driving the next era of growth, automation and efficiency,” Adam says.“ The result is a shift from fragmented systems of record to AI-native systems of action that anticipate, act and adapt in real time.”
It is an ambitious vision – one Adam works to realise every day. As well as staying close to customers, he collaborates with regional sales teams and product leaders to shape go-tomarket strategy across EMEA.
The rise of agentic AI One of the most significant developments Adam tracks is the rise of agentic AI – systems capable of orchestrating workflows, making decisions and taking actions autonomously, instead of simply responding to prompts.
“Our AI-ready platform is driving the next era of growth, automation and efficiency”
Adam Spearing, VP of AI GTM EMEA, ServiceNow
24 March 2026