ServiceNow Now Assist vs Zoho Zia
A side-by-side look at scores, pricing and features — with RECATOOLS' ASEAN-aware verdict for each.
ServiceNow Now Assist
GenAI built into ServiceNow ITSM, CSM and HR workflows
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Zoho Zia
Bundled AI plus a 100-agent store across Zoho's suite
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| RECATOOLS Score | 7.5 / 10 | 7.2 / 10 |
| Capability | — | — |
| Value for money | — | — |
| Ease of use | — | — |
| ASEAN readiness | — | — |
| API quality | — | — |
| Pricing | Enterprise | Freemium |
| Free tier | No free tier; Now Assist GenAI is bundled into every ITSM tier | Zia Agents free on Zoho-hosted LLMs (usage limits apply) |
| Paid from | Est. $70-100/user (Foundation) to $160-200+/user (Prime), quote-only | Zoho CRM Enterprise (Zia AI features) from $40/user/mo |
| Has API | ✓ | ✓ |
| Open source | ✗ | ✗ |
| Free to use | ✗ | ✓ |
| Users | — | 130M+ active users (Zoho Corp overall) |
| Founded | 2004 | 1996 |
| Maker | Fred Luddy | Sridhar Vembu, Tony Thomas |
| Verdict | The summarization and agent-assist pieces are the mature core here — years of production use across ITSM and CSM stand behind them, and they measurably trim handling time. The April 2026 shift to three tiers (Foundation,... |
Zia's argument is breadth at a bundled price, not category-leading depth. Included with paid Zoho plans, it spreads lead scoring, forecasting and anomaly detection across CRM, Analytics, Desk and 60+ other apps, and the... |
| Full review → | Full review → |
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Comparisons cover up to 4 tools. Scores are RECATOOLS editorial assessments; verify current pricing on each vendor's site.