Zoom has a brand awareness problem, but not in the way that you think. The tech company is trying to convince people that it’s an end-to-end, AI-first work platform rather than just a meetings platform, and it’s building an AI visibility strategy with creators to accomplish that.
The platform hasn’t discounted plain old advertising on AI; it’s part of the ChatGPT advertising pilot. But rather than relying solely on paid ads in LLMs, Zoom is betting on creators to up its chances of being cited in AI search results.
Zoom isn’t the only one testing the link between creators and AI visibility. In June, Priceline told Digiday that it had increased its social spend, favoring influencers and content creators for storytelling. And ad agency Modern Impact had a client, a car care company that execs declined to name, that recently wanted to use creators to produce a campaign to spark organic attention.
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