Zoom's AI Meeting Summary feature had low adoption despite strong functionality. Users couldn't differentiate it from competitors (Otter, Fireflies) and lacked trust in AI privacy and accuracy.

Approach: I conducted market research revealing two core barriers: the awareness gap (users don't know Zoom has AI built-in) and the trust gap (45% don't trust AI with privacy). I developed buyer personas (Tunde, a team lead drowning in meetings; Maria, a remote worker with FOMO) and mapped their behaviors, pain points, and channels.

Skills demonstrated:

• Market research
• Buyer persona development
• Messaging & positioning strategy
• Go-to-market planning
• Copywriting

Strategy Overview

Focused on three pillars:

1. Awareness: Educate users that Zoom already includes an AI assistant they can trust.
2. Trust: Communicate privacy, accuracy, and data transparency.
3. Adoption: Create in-product prompts, demo experiences, and summary-sharing loops to drive repeat use.

Proposed Goals

• Increase feature awareness from 25% → 60%
• Improve trust perception by 20%
• Convert 40% of first-time users into repeat users in 90 days

Research & Insights

• Market research
• Revealed major adoption barriers: low differentiation, privacy concerns, and user discomfort with visible AI bots