On January 28, 2026, ServiceNow Inc. (NYSE: NOW) announced a significant enhancement to its ongoing partnership with Panasonic Avionics Corporation, a prominent player in the aviation industry. This collaboration aims to replace legacy systems with an advanced, AI-powered Customer Relationship Management (CRM) solution, set to benefit over 300 airlines globally. By integrating ServiceNow's CRM and Now Assist with Aria Billing Cloud and Tenon Marketing Automation, Panasonic Avionics is poised to modernize its sales, service, marketing, and billing processes.

2. Addressing the Challenge of Legacy Systems

For Panasonic Avionics, the rapid growth and innovation in aviation technology necessitated a shift from outdated, siloed systems that hindered real-time visibility across its airline customer base. The challenge was clear: to develop a unified platform that could seamlessly connect various operational facets, allowing for improved service delivery and customer insights.

3. A Comprehensive AI-Powered Solution

ServiceNow’s CRM is engineered to connect customer operations through AI-driven workflows, enhancing the overall customer experience while simultaneously reducing operational costs. Key features of the new system include:

Sales and Order Management for Telecommunications: The integration of Logik.ai, part of ServiceNow's configure-price-quote (CPQ) capabilities, will accelerate deal configuration and streamline the sales process from initial opportunity to order fulfillment.

Now Assist: This feature employs AI to facilitate case resolution, recommend proactive service measures, and automate self-service tasks, enabling Panasonic Avionics to meet airline customer demands more efficiently.

The partnership also extends to the integration of Aria Billing Cloud, allowing for comprehensive lead-to-cash capabilities. By unifying pricing, billing, and marketing, Panasonic Avionics can achieve a real-time, holistic view of its customers and services, fostering quicker sales responses and improved operational efficiency.

4. Strengthening a Long-standing Partnership

ServiceNow's relationship with Panasonic Avionics is not new. The two companies have collaborated since 2019, when Panasonic Avionics implemented ServiceNow’s Customer Service Management to enhance self-service options and streamline issue resolution processes. The addition of CRM and Now Assist capabilities underscores ServiceNow’s role as a foundational element in Panasonic Avionics' enterprise architecture, which now supports a range of functions including IT, HR, service, and engineering.

5. Insights from Company Leaders

Paul Fipps, President of Global Customer Operations at ServiceNow, commented on the partnership's significance: “When you're supporting hundreds of airlines and thousands of aircraft, reliability and speed are mission-critical. By unifying sales, service, and billing on the ServiceNow AI Platform, Panasonic Avionics can move beyond visibility to action — using AI to anticipate issues, guide decisions in real time, and automate work across operations.”

Kevin Abbott, Head of Global IT at Panasonic Avionics, expressed enthusiasm for the expanded collaboration: “Panasonic Avionics has been at the forefront of aviation innovation for more than 45 years. Extending our relationship with ServiceNow allows us to elevate how we support our airline customers today, while building a flexible, scalable foundation that can evolve with the future of in-flight engagement.”

6. Conclusion

As ServiceNow and Panasonic Avionics embark on this transformative journey, the integration of AI-powered solutions promises to redefine the operational landscape of in-flight services for airlines worldwide. By addressing the limitations imposed by legacy systems, this partnership not only enhances customer experiences but also positions both companies at the forefront of innovation in the aviation sector. The move marks a significant step toward a more unified, efficient, and responsive airline service ecosystem.

Original press release