While public markets reacted negatively to ServiceNow's M&A activity, the strategy is a deliberate offensive move to lead in AI. By acquiring companies in high-growth areas like AI-powered cybersecurity, ServiceNow is expanding its market and solidifying its position as an "AI have" rather than signaling weakness.
Because boards lack deep expertise in AI's seismic impact, they are pursuing scale-driven M&A. The goal is to accumulate diverse assets ('cards in a deck') to maintain flexibility and strategic options in an unpredictable, AI-driven future, rather than making specific bets on the technology itself.
Current M&A activity related to AI isn't targeting AI model creators. Instead, capital is flowing into consolidating the 'picks and shovels' of the AI ecosystem. This includes derivative plays like data centers, semiconductors, software, and even power suppliers, which are seen as more tangible long-term assets.
Unlike the slow denial of SaaS by client-server companies, today's SaaS leaders (e.g., HubSpot, Notion) are rapidly integrating AI. They have an advantage due to vast proprietary data and existing distribution channels, making it harder for new AI-native startups to displace them. The old playbook of a slow incumbent may no longer apply.
For established software companies with sluggish growth, the path forward is clear: find a way to become relevant in the age of AI. While they may not become the next Harvey, attaching to AI spend can boost growth from 15% to 25%, the difference between a viable public company and a sale to a private equity firm.
ServiceNow has identified data analytics as its next major growth engine, with the goal of making it the company's sixth billion-dollar business line. This strategy leverages its unique position as an 'enterprise OS' with deep, end-to-end visibility into core business processes.
The success of an AI roll-up hinges on effective technology implementation. Therefore, the primary filter for acquiring a company is not just its financials but whether its leadership and culture are genuinely eager to adopt AI and transform their operations. This cultural fit is non-negotiable.
An AI-native service provider goes directly to the end customer, bypassing intermediaries. They offer a superior result (e.g., faster, cheaper cybersecurity) at a lower price, making the switch an easy decision by solving the entire problem.
Recent acquisitions of slow-growth public SaaS companies are not just value grabs but turnaround plays. Acquirers believe these companies' distribution can be revitalized by injecting AI-native products, creating a path back to high growth and higher multiples.
ServiceNow's acquisitions, like the $7.75B deal for Armus, are not meant to prop up growth. They are strategic accelerants for existing, organically-grown billion-dollar business units, enhancing capabilities rather than simply buying revenue.
In a fast-moving field like cybersecurity, it's impossible to build everything in-house. By treating M&A as an extension of the R&D department, a large company can leverage the venture-backed ecosystem to acquire innovative teams and products that are already validated.