Name: Zoom CMO Details Platform's AI-Driven Shift to a 'System of Action'
Uploaded: 2026-06-23T17:43:00Z
Duration: 6 min 7 s
Description: Zoom CMO Kimberly Storin discussed the platform's evolution from a video conferencing tool into what the company describes as a "system of action." Storin explained how Zoom is embedding AI into workflows to help automate tasks and actions that stem from meetings and conversations. (Kimberly Storin is a member of the WSJ Leadership Institute's CMO Council)

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Zoom CMO Kimberly Storin discussed the platform's evolution from a video conferencing tool into what the company describes as a "system of action." Storin explained how Zoom is embedding AI into workflows to help automate tasks and actions that stem from meetings and conversations.   (Kimberly Storin is a member of the WSJ Leadership Institute's CMO Council) Photo: WSJ Leadership Institute

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Zoom CMO Kimberly Storin discussed the platform's evolution from a video conferencing tool into what the company describes as a "system of action." Storin explained how Zoom is embedding AI into workflows to help automate tasks and actions that stem from meetings and conversations.   (Kimberly Storin is a member of the WSJ Leadership Institute's CMO Council)

Zoom CMO Details Platform's AI-Driven Shift to a 'System of Action'

Kim Storin is the CMO at Zoom, a platform we all know and love from having used it abundantly, starting in COVID, if not before. Thank you so much for joining us at Journal House.

Thanks for having me.

How's your Cannes been going?

Sweaty, hot, fun, exciting. So much information, like my curiosity is piqued in every conversation, so it's been great.

So, you have obviously evolved beyond just a meeting platform.

Absolutely.

I mean, we all know you as the go-to when we were stuck at home.

Right.

And obviously, that needed to evolve, so why don't you tell us about the strategy now at Zoom?

So, we really are transforming into a true system of action. We-

Okay, I'm gonna stop you 'cause what is that?

I'm gonna tell you, don't worry, I'll break it down. So, really, we believe that conversations are the context that powers everything, and who has more conversation and more context than Zoom? So, those conversations might happen outside of your organization, they might happen inside of your organization, but what we've done is we've embedded AI into that workflow, conversation to completion. So, imagine if you're a salesperson and you have a conversation with a customer, and immediately, that is then put into your CRM.

Oh.

So you don't have to go enter. There's no fingers on a keyboard. Immediately, that conversation turns into value for your organization.

Is that how you're beginning to differentiate yourself from other people in the space?

Absolutely, absolutely. And we're also differentiating ourselves because we're thinking about where those conversations happen, where the moments that matter, and they're not just in, you know, colleague to colleague. They're also when sales talks to customers. They're also when customer support talks to customers, or when marketing is talking to prospects. And we've really built this platform that goes beyond the traditional video conferencing, even though video is the core differentiator, but we've expanded that to really be able to service customer support and customer experience, as well as events and webinars and even employee engagement and recruiting.

How do you think about evolving a tech brand but also keeping it human?

We think about it every day. I mean, we have 99% brand awareness, so I'm curious of who that 1% is that doesn't know who Zoom is, but they're out there. And it's a double-edged sword, and so for us, we find that we can truly be distinctive by building that human connection. So, when it came to delivering our first brand campaign, Zoom Ahead, we're part of this cultural zeitgeist, so we wanted to keep being part of the cultural zeitgeist and wanted to keep it human, so we wanted to use humor. So we partnered with Colin Jost and his production team. We brought in Bowen Yang, and we wanted to tell a story, something different. We wanted to really, you know, empower the users that prefer our platform every single day, and we could only do that by leveraging humor and humanity and product truth.

Is it hard to sell in brand at a tech company?

Yes and no. I think, you know, ultimately, of course, performance marketing has kind of taken the lead in the last, you know, 10 years, "Give me a penny, I'm gonna give you five back." And that's no longer the case. With the buying journey for B2B now being 94% in the dark funnel, brand is pipeline, and so bringing the executive team along on this journey in terms of how the investment in the brand is actually an investment in pipeline. And it's connected, but it goes even further because all of those decisions that are getting made in the buying journey are happening without the salesperson. They're now being influenced by LLMs. That's where they're starting their discovery. They're being influenced by review sites. They're being influenced by analysts. They're being influenced by third-party customers telling their story, and so we now have to really unlock the power of, I'll use the word influencers lightly, but right, those other people to tell our story. And that really means that we have to have a strategic brand narrative and strategic investment in our brand in a way that we haven't been before.

So, you know, for my final question, I guess what I would ask you is, and we've only been here a couple of days now, what have you taken away already that's gonna inspire you moving forward from this festival?

So, I think one of the conversations that we had on stage just a couple of hours ago is the conversation around synthetic research and how that really can power marketing in a new way. Now, that's not taking away the fact that, and we have to be the voice of and the voice to the market, and it's not taking away from the fact that we need to hear those verbatims. We need to have those, you know, focus groups and those big, statistically significant research projects, but we launched 2,500 features and products last year.

Mm-hmm.

That means product marketing is doing a lot of heavy lifting from naming to persona building to research and readiness for that launch. So, for us, synthetic research really has a place when it comes to agility and flexibility, and so I really enjoyed the conversation that we had with NewtonX and with Bain and thinking about how we can move even faster by building those personas via AI versus always having to go spend all of the money to find what the truths are.

Well, it's faster and definitely cheaper.

Absolutely. It doesn't replace the need for that human connection, but it can help us move faster in certain areas, so super interesting and, you know, obviously, I love to have those conversations and start to move our team forward as well.

Well, it's good to be able to compare notes 'cause I think we learn from each other.

And I think that's the beauty of this whole event at Cannes.

If you're not sweating, you're definitely getting insight, so.

That's right, exactly.

Thank you for coming and talking with us today.

Thank you. I appreciate it.

Yeah.