Over the last few years, Zoom has probably had one of the most intriguing journeys in the business world. After booming during the pandemic, the company has since expanded its offerings to cover a huge range of enterprise needs, with contact center services alongside traditional video conferencing and expanding AI tools. As the company looks ahead to its new AI-enabled evolution, I went to the Zoom Experience Centre in London to find out more. Refusal to compromise
“When we look at EMEA, we think the landscape is shifting in how organizations think about the technology they rely on,” Louise Newbury-Smith, Zoom’s Head of UKI, explains. “For years, the pattern has been pretty similar, an organization would adopt a platform and then have to manipulate their own way of working around that platform – we really want to reverse that.” “There is still some of that friction…(but) what’s changing is that organizations are starting to refuse to compromise – they want platforms to work the way they want to work.” Zoom opened its UK data center in November 2025, greatly improving the situation for organizations in the region, as data residency choices which didn’t exist before are now in place, meaning the likes of local councils, NHS trusts and financial services firms can store their data locally. Newbury-Smith notes that the EMEA region is not a secondary market for Zoom, but high growth opportunity, a point echoed by Nick Tidd, Head of Global Channel GTM, who said the region offers, “a truly remarkable opportunity for our customers and for our partners, when you look across the product portfolio.” This opportunity is hooked onto AI, particularly the growing importance of the context layer, a situation where Zoom is ideally placed, Tidd says. “Think of how Zoom is positioned across the product portfolio – capturing all of those conversations…(and) putting them into the context to capture them in the workflow is where we are very different to others.” (Image credit: Zoom) This move was expanded by Leo Boulton, Zoom’s Head of Product, Solution and Industry Marketing, who ran us through the company’s recent releases and product announcements, highlighting the importance of context in Zoom’s concept of “conversation to completion” in its new Unified Context Layer…