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Zoom’s Terms of Service: A Spotlight on Shadow AI in Every Business

Updated: Aug 16, 2023

The AI landscape is in constant flux, and within this evolution shadow AI has emerged as a powerful player. Seamlessly integrated into businesses via third-party tools, it acts as a catalyst for innovation while also introducing risk. The recent buzz around Zoom's terms of service alteration inspired me to raise awareness about how shadow AI operates within our business realm, bringing both advantages and challenges.

What is Shadow AI?

Shadow AI, much like shadow IT, refers to the use and development of AI technologies without the formal governance of the organization. When third-party vendors and tools are involved, shadow AI becomes a complex ecosystem intertwining innovation and risks.

Shadow AI in Action: The Zoom Example

Last week's alteration in Zoom's terms of service to utilize customer content for AI training, and the subsequent reversal of this decision based on customer feedback, is a clear example of how shadow AI is dramatically impacting businesses, and often with literal overnight timelines. This ToS debate demonstrated a broader trend where vendors both wield heavy control and drive innovation.

The Innovation Engine: Pros of Shadow AI

Shadow AI through 3rd party tools offers unparalleled opportunities:

  • Rapid Innovation: Vendors are at the forefront of AI, offering cutting-edge solutions.

  • Scalability: Businesses can leverage vendor expertise without building in-house capabilities.

  • Cost-Effective Growth: Access to sophisticated AI technologies without significant investment.

  • Competitive Edge: Gain an advantage over competitors through innovative vendor solutions.

  • Flexibility: Tailor AI solutions to your needs by choosing from a wide range of vendor offerings

The Risk Landscape: Cons of Shadow AI

While the innovation is powerful, shadow AI also presents risks:

  • Data Privacy Concerns: As seen with Zoom, understanding how data is used is crucial.

  • Security Challenges: Ensuring vendors adhere to security protocols.

  • Compliance Alignment: Ensuring alignment with legal regulations and organizational ethics.

  • Potential Misalignment with Business Goals: Without proper oversight, vendor tools may not align with your specific objectives.

  • Reputational Risks: Missteps in managing shadow AI could lead to public relations challenges.

Striking the Balance: Recommendations

Vendor AI innovation benefits are powerful so finding a middle ground to manage any risks is worth the investment:

  1. Assign Internal Ownership: Designate a responsible individual or team to manage shadow AI. This ensures continuous alignment, oversight, and collaboration with vendors.

  2. Understand Vendor Practices: Know how your vendors use AI and what it means for your data.

  3. Set Clear Policies: Collaborate with vendors to align on security, privacy, and ethics.

  4. Remain Vigilant: Regular monitoring to ensure ongoing alignment with organizational values.

  5. Celebrate Innovation: Recognize, embrace, and continually monitor the innovative opportunities vendors bring to maximize the business value created through these partnerships.


Shadow AI, particularly through 3rd party tools, is already a vital part of the innovation engine driving your business forward. The Zoom example, along with countless other vendors, demonstrates how we are all part of this dynamic landscape.

My advice? Embrace the innovation, recognize the risks, and navigate this exciting terrain with an open and informed approach. Your vendors are your partners in growth; let's celebrate their creativity while fostering a responsible path forward.

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1 Comment

Fermin Iduate
Fermin Iduate
Aug 17, 2023 Shadow AI is a reality, it is not new, organizations have been gaining generative intelligence by simply creating generative & discriminative teams of people aimed at the same objectives but in competition and cooperation with each other. They've operated mostly unchecked, and by throwing out the rules and red tape, they allow for organic growth and development. It's agile, iterative, target oriented and focused on rapid build of the solution or actions required.

Standing up to at least some level of human dignity and decency, is the least that the CEO of Zoom should do, given that he is human and the decisions that his institution makes impacts the ways and lives of the rest of us humans. Telcos, Media…

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