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Zoom Video Communications announced a major rebranding on Nov. 25, where the company dropped the "Video" from its name. The new name is meant to signal the company's move away from its video conferencing roots toward an "AI-first work platform designed for human connection."
In a blog post titled Allow us to reintroduce ourselves, CEO Eric Yuan reflected on Zoom's founding in 2011, when its mission was to become the leading video conferencing solution — a goal it realized during the pandemic when video calls became essential for personal and professional communications.
Introducing Zoom 2.0
With the rebranding, the company is setting its sights on a broader vision which it has been building towards in the last few years. The vision expands well beyond video meetings to support the future of work, with a renewed focus on AI in the workplace.
In an email interview about the changes, Smita Hashim, Zoom's chief product officer, said the change signals a new chapter in Zoom’s evolution and reinforces its commitment to delivering innovative, AI-first solutions that enable seamless collaboration and boost productivity in the modern workplace. The goal, Hashim said, is to help people recognize Zoom as an AI-first work platform for human connection and to position itself alongside established players like Microsoft and Google.
"Our primary motivation for dropping 'video' from our legal name is to highlight that Zoom is more than video meetings. Zoom is an AI-first company delivering modern, hybrid work solutions," Hashim said.
Hashim's statements confirm a long-running shift in Zoom’s focus from video communications to a digital workplace platform. By prioritizing AI, Zoom aims to align more closely with customer needs, "bringing ease of use to AI and seamlessly integrating into their existing workflows to drive more efficiency across the workday," Hashim said.
"AI is no longer just a 'nice-to-have' but a must-have," she said. Therefore, paid subscriptions now include Zoom's AI Companion — a generative AI digital assistant the company introduced in 2023 — across Zoom Workplace (meetings, phone, chat, docs and more) as well as integrations with email, calendar and docs from Google and/or Microsoft for customers of both platforms.
The release of Zoom AI Companion 2.0 into general availability last October included:
- Collaborating more effectively during and after meetings with summaries, in-meeting questions and action items.
- Summaries and analyses of emails and chats as well as the identification of action items.
- Using content to drive actionable next steps and develop new content.
- Kickstart and refine content creation with the ability to upload documents, slides, meetings and other content for reference.
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A Necessary Shift
The move is a pragmatic move for Zoom. After the pandemic, Zoom faced significant challenges as it transitioned from a pandemic-era boom to a more competitive landscape.
According to Statista, Zoom experienced explosive growth during the pandemic, with revenue reaching $4.1 billion in fiscal year 2022, up from $2.65 billion in 2021. But growth has since slowed, with fiscal year 2024 revenues at $4.53 billion, reflecting only a 3% increase from the previous year. Projections for the current fiscal year suggest further stagnation, with expected revenues around $4.6 billion.
As organizations embraced hybrid work models that blend remote and in-office environments, Zoom has been forced into a strategic reappraisal of its offerings and look beyond virtual meetings. The company has been adapting its strategy to address the changing demands of modern workplaces, focusing on solutions that seamlessly support both in-person and remote collaboration.
The launch of Zoom AI Companion was a significant step in this process, with over 510,000 accounts using it shortly after its introduction according to Statista. The rebranding as an AI-driven productivity platform is the logical next step in this transition.
Related Article: Beyond the Hype: AI Is Entering the Age of Viable Products
The Potential for Zoom ...
The exponential growth in popularity of AI workplaces has pushed many companies, like Zoom, to shift their focus toward integrating the technology into their respective tools. Zoom's Hashim acknowledges the company’s name change reflects a broader trend in the tech industry. “We expect to see more companies pivoting towards AI integration as it becomes increasingly crucial for staying competitive,” she said, emphasizing AI’s potential to accelerate innovation and boost workplace productivity.
For Zoom, however, the move can be a game-changer, said Jason Hishmeh, co-founder of Varyence, noting that with tools like Zoom AI Companion 2.0 and Zoom Docs, the potential for AI to revolutionize workplace communication is immense. "These are not just add-ons," he said. "They are game changers." In his view, the move to an AI-driven platform will significantly improve the experience for users, who can now expect smarter scheduling, personalized insights based on how they communicate and smoother integrations with preferred productivity tools.
“It is about making Zoom not just a tool you use, but a companion that adapts to the way you work," he said.
AI-powered features such as real-time notetaking, automated translations and virtual assistants could streamline global meetings by breaking language barriers, improving audience engagement and simplifying workflows. These tools aim to integrate seamlessly into daily operations, helping users arrange meetings, manage agendas and generate discussion summaries.
AI could also make Zoom’s interface more intuitive, adapting dynamically to user needs — for instance, by suggesting meeting times or optimizing efficiency with predictive analytics.
“I believe this rebrand could change Zoom’s position against other established players, particularly in the realm of workplace collaboration tools,” added Michael Jung, CFO of DeepBrain AI. “Dedicated users who have been looking for increased AI integration will be pleased with the new products added to the Zoom suite."
Integrating Zoom Docs to facilitate streamlined collaboration offers functionality comparable to Google Docs or Microsoft Word, Jung said. “The goal of these new tools is to augment and streamline specific parts of the job, leaving employees with more time to focus on key tasks."
Related Article: How Generative AI Makes Meetings Better
... And the Risks
While Zoom’s shift toward an AI-driven platform is a bold step, it comes with some challenges. One major risk lies in alienating its core customer base, many of whom still associate the brand primarily with video conferencing.
“If this transition changes Zoom’s expertise or focus on its foundational offering, it could open the door for competitors to advance in that market,” Jung cautioned.
Additionally, the company faces potential regulatory hurdles and ethical concerns surrounding AI, especially as businesses grow increasingly vigilant about data privacy and transparency. To succeed in its rebrand, Zoom will have to not only position itself as a leader in AI but also demonstrate how its tools uniquely and securely enhance collaboration and productivity. Customers need to be confident in the security of their information while taking advantage of these advanced features.
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Furthermore, maintaining the reliability of core features during this transition is critical to maintaining user trust. "For most users, learning how to work these new AI features might be a challenge, as some people are not as familiar with AI-powered tools," said Damien Filiatrault, CEO of Scalable Path.
Ultimately, the success of these AI-centric strategies will depend on their ability to balance innovation with usability and security, ensuring that new technologies enhance the user experience without compromising the company’s core identity.
“If Zoom can successfully overcome these hurdles, the rewards could be significant and position itself as a leader in the next generation of workplace collaboration tools,” Hishmeh said.