Why Zoom Is Creating a Team for AI Visibility

When users today look for video conferencing solutions, they increasingly ask ChatGPT or Google with the AI Overview feature directly. Instead of dozens of links, they get one summary answer. And it is precisely in this answer that Zoom wants to secure a favorable position. According to the WSJ, the company has therefore assembled a specialized team — internally nicknamed the "SWAT team" — that monitors how large language models (LLM) present the Zoom brand and actively influences these descriptions.

This approach is part of a new discipline known as Generative Engine Optimization (GEO) — optimization for generative search engines. While classic SEO focuses on keywords and backlinks, GEO tries to influence how AI models "understand" and evaluate a brand based on vast amounts of training data, web content, and structured information.

GEO: The New Frontier of Digital Marketing

Generative Engine Optimization is still a novelty for many marketers, but its importance is growing at a dizzying pace. When a user asks ChatGPT "what is the best video conferencing tool for businesses," the model does not surf the internet in real time (in basic mode), but generates an answer based on its training data. And it is precisely in this data that companies want to secure a favorable position.

Agencies specializing in GEO are already reporting massive interest. According to surveys from the first half of 2026, more than 60% of enterprise marketers plan to dedicate a separate budget next year specifically to optimization for AI search engines. Companies like Expedia, Nike, and Microsoft are already experimenting with techniques to increase the likelihood that AI models will mention them as the preferred choice.

The basic principles of GEO differ from SEO. Instead of dense repetition of keywords, it is about creating authoritative, well-structured content that AI models easily identify as a trustworthy source. Presence in expert databases, review platforms, and academic articles is also important — because these sources carry high weight in LLM training data.

Zoom and Its AI Strategy

Zoom is not among the companies that are just watching the AI train go by. The company has been developing its own assistant, Zoom AI Companion, for some time, which can summarize meetings, generate suggested chat responses, and help with calendar organization. The tool is available in Zoom's pricing plans without additional fees, which is a competitive advantage over some Microsoft or Google solutions.

For Czech and European users, it is important that Zoom AI Companion supports Czech, although the quality of generated summaries may in some cases differ from the English language. The company also declares compliance with European data protection regulations (GDPR), which is a key factor for EU companies when choosing a tool.

Investment in visibility in AI answers is thus a logical extension of Zoom's strategy. If AI models recommend competing tools like Teams or Google Meet, Zoom loses potential customers before they even reach its website. And this is true even if its product is technically comparable or better.

What This Means for Czech Companies

The trend initiated by Zoom is not just about tech giants. Even smaller Czech companies should start thinking about how they are seen by artificial intelligence. When a customer asks ChatGPT for "the best Czech furniture manufacturer" or "accounting firm recommendation in Prague," the AI's answer can significantly influence their decision.

For the Czech market, GEO is still in its infancy. Most digital agencies still focus on classic SEO and PPC campaigns. But this means an opportunity for pioneers — companies that start optimizing their content for AI models now will gain a competitive edge. Basic steps include:

• Structured data: Using schema markup and clear metadata that AI parses easily.
• Authoritative content: Publishing expert articles, studies, and case analyses in Czech.
• Presence in reviews: Active management of profiles on G2, Capterra, and local platforms.
• Technical accuracy: Ensuring that websites contain accurate and consistent information about products and services.

The European context adds another layer of complexity. The EU Artificial Intelligence Act (AI Act) demands greater transparency from generative models, which could theoretically affect how AI systems display commercial recommendations. Whether this will lead to stricter rules for brands trying to influence AI answers is not yet clear.

The Future of Marketing Is Not in the Search Engine, But in the Answer

Zoom, with its "SWAT team," only confirms that digital marketing is undergoing a fundamental transformation. The battle for attention is shifting from search results on a page with links directly into AI-generated answers. Companies that underestimate this shift risk becoming invisible — even if they have the best product.

For Czech readers and entrepreneurs, this is a signal that investing in AI tools is not enough. It is equally important to ensure that these tools — and other AI systems — "know" about their company and "talk" about it in a way that attracts customers. Zoom understands this and is acting. The question is when others will join them.