Zoom has definitively left behind the label of a videoconferencing tool to consolidate itself as a comprehensive business platform, driven by artificial intelligence and with a clear commitment to the channel as an engine of growth. This was stated by the company during a recent meeting with the press in which it outlined its strategic vision, the evolution of its portfolio and the key role that partners will play in the coming years.
From simplicity to a complete AI-powered platform
During his speech, Jorge Hurtado, Sales Manager Spain & Italy at Zoom, recalled the origins of the company and the spirit with which it was born. “Our founder opted from the first moment to offer simple and intuitive tools. That vision continues to be the basis of everything we do today,” he explained. With this approach, Zoom progressively enriched its capabilities, first in meeting rooms and digital signage, until the pandemic was a turning point that catapulted its global adoption.
Since then, the company has accelerated the expansion of its portfolio, incorporating new business areas such as events, marketing and solutions aimed at improving the employee and workplace experience. A key milestone came between 2022 and 2023 with the development of Zoom Contact Center, a platform created from scratch that integrates virtual agents and advanced artificial intelligence capabilities.
“Developing from scratch allowed us to create without limits. Having integrated AI into our products since 2020 has given us a very clear competitive advantage,” said Hurtado. This early integration has allowed the launch of solutions such as Revenue Accelerator, aimed at improving the performance of sales teams, or the evolution of key tools such as Mail and Calendar.
Workvivo, AI Companion and the evolution of Zoom Workplace
Another notable strategic move was the acquisition of Workvivo, one of the leading platforms in corporate social networks and intranets. The operation coincided with Meta’s announcement to discontinue its own corporate social network. “Meta even recommended Workvivo from Zoom, and we have grown a lot that way,” Hurtado said.
In parallel, Zoom has reinforced its Zoom Workplace proposal, where Meetings, unified communications and new capabilities such as Docs, Workflow Automation, Quality Management and Workforce Management are integrated. All of this powered by AI Companion, the artificial intelligence engine that underpins the entire platform.
“AI is not an addition, it is the engine that gives meaning to the rest of the solutions,” Hurtado stressed. Zoom has opted for a federated approach to AI, with its own models (LLM and SLM) and the integration of third-party technologies such as OpenAI, Anthropic or Gemini, adapting to the regulatory restrictions of each country or region. “We look for the best orchestrator for each use case and always offer the most secure and advanced technology wherever it is used,” he added.
In addition, Zoom has announced advances for 2025 with the arrival of AI Agentic, new task automation capabilities, customization of the AI Companion by departments, voice recording and transcription, and solutions such as CX Insights, which facilitate the monitoring and analysis of performance in Contact Centers.
Zoom Workplace for Frontline for large deployments
Among the most relevant developments of the year are solutions such as Frontline Worker, designed for employees without a permanent job—delivery workers, maintenance personnel, nurses—who need secure access to collaboration tools from their mobile. “There are millions of workers who today do not have many of the functionalities of the digital workplace covered. With this solution we bring the workplace to the mobile professional,” explained Hurtado.
In the healthcare field, Zoom has launched Clinical Notes (for now only available in the United States), with the aim of facilitating the work of medical staff and improving the patient experience.
Zoom’s commitment to critical environments is also reflected in large deployments such as that of the Tax Agency, one of the largest Contact Centers in Europe. “Migrating more than 20,000 agents from an on-premise environment to the cloud, with the security levels required by the Tax Agency, has been an enormous challenge that is already in production,” said Hurtado, underlining the role of partners such as Telefónica in these projects.
The channel, the central axis of the strategy with the “Channel First” Model
Zoom’s transformation cannot be understood without its new channel strategy. Tony McNish, Head of Channel EMEA North & EMEA Growth, who spoke at the video conference presentation, explained that the company is redesigning its Go To Market approach to be channel-first. “We want to accelerate the growth of our partners and simplify as much as possible how they do business with Zoom,” he said.
The manager highlighted the contribution of the channel, which has already exceeded 50%. %. He gave a clear example in the Contact Center (or CX) area, where in the third quarter of 2025, 86% of transactions were carried out through the channel. This success is directly related to the collaboration with key partners in the region, such as Telefónica.
This strategy includes the Zoom Up 3.0 program, which introduces a more flexible and scalable model for partners of all sizes. “Service providers have a huge opportunity to lead the digital transformation of their clients, integrating our APIs and automating processes,” said McNish. The company maintains different relationship models—resellers, agencies, service providers and marketplace—with the aim of adapting to the great diversity of the ecosystem.
Spanish market: from the transactional model to the sale of services
For his part, Juan Castilforte, Channel Manager Iberia & Mediterranean, focused on the specific evolution of the Spanish market. “Zoom initially grew with a model very oriented toward direct sales, but today our commitment is clear to business solutions offered through partners,” he explained.
Castilforte emphasized what Tony McNish mentioned, about how 86% of Customer Experience opportunities in the region are already generated from the channel, which reflects a profound change from transactional sales towards cloud projects, integrations and high value-added services. “The growth in Spain is occurring thanks to partners, who allow us to scale the business with their capillarity and local knowledge,” he added.
The manager highlighted sectors such as healthcare, retail, public administration, education, banking, insurance and utilities as key verticals, as well as the potential of solutions such as Zoom CX Platform, which reduces operational complexity and improves response times and customer satisfaction.
Partners as business activators
In this new scenario, partners go from being simple distributors to business activators, providing integration, customization, analytics and artificial intelligence services. “We are going from selling licenses to selling complete solutions, where services are key and margins are higher,” Castilforte stressed.
86% of Customer Experience opportunities in the region are already generated from the channel, reflecting a profound shift towards cloud projects
Zoom reinforces this model with an ecosystem of wholesalers – TD Synnex and Westcon – and alliances with hardware manufacturers, facilitating simple and fast deployments. In addition, the company is committed to training and certification, at no cost to partners, as a differential element.
A platform beyond communication
In conclusion, Zoom is presented today as a comprehensive technological platform, which goes far beyond communication, driven by AI, open to the use of APIs and with a clear business orientation. “The channel is at the heart of our strategy in Europe and Spain. We are looking for committed partners, with a focus on quality and services,” concluded Castilforte.
The company’s current vision includes the following key aspects: connecting people, optimizing processes and transforming the experience of customers and employees, with artificial intelligence as the common thread and the partner ecosystem as a key lever for growth.
