ServiceNow deployed Now Assist to 28,000 employees and achieved nearly 90% adoption in weeks, not quarters. This was behavioral science in practice: activation design that reached our employees with right-time, right-place nudges. This session demystify the activation layer between implementation and adoption that delivers value. You'll get the playbook: designing for behavior change, building change champion and super user networks, and the metrics that actually moved the needle. We'll share what worked, what failed fast, and the replicable frameworks you can deploy today.