"Storin noted, 'I remember being at an event in September where I sat down with the CMO of software review website G2, which had just gotten this really hot, fresh data showing that the number of people starting their discovery on LLMs had shot up quickly.'"
"In an August 2025 survey, 87 percent of business-to-business software buyers stated that AI has changed the way they conduct research, with half using AI chatbots more than Google."
"Storin emphasized, 'We're standing up an agile marketing approach, but for something that's not a campaign,' indicating a shift in strategy to address AI search."
"The group is not focused on increasing general brand awareness but rather on optimizing Zoom's presence in AI search, reflecting a strategic pivot in marketing."
Zoom's chief marketing officer, Kimberly Storin, acknowledged the need for better large language model (LLM) optimization. In response to a surge in AI search usage, she formed an internal 'SWAT team' comprising SEO, web, data, and brand experts. This team meets weekly to focus on AI search optimization rather than general brand awareness. A recent survey indicated that 87% of business software buyers have changed their research methods due to AI, highlighting the urgency for Zoom to adapt its marketing strategies accordingly.
Read at Inc
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