AI Context Wars: Microsoft, Zoom & Five9 Fight to Own Your Memory

AI Context Wars: Microsoft, Zoom & Five9 Fight to Own Your Memory

By Rob Scott
Publication Date: 2026-10-28 07:45:00

I read a lot of vendor announcements this week, and one word kept showing up. Context. Zoom is buying it. Microsoft is bolting it onto other people’s contact centers. RingCentral is turning it into revenue. And the biggest software company on the planet just offered tens of thousands of its own people the door. Here are the five stories that mattered, and what I think the industry is missing.

Whoever holds the context holds the customer.

— Rob Scott, Publisher, UC Today

On Monday, Microsoft’s Chief People Officer, Amy Coleman, announced a Voluntary Exit Offer for eligible employees at level 70 and below in the US, UK, Canada and India. As UC Today reported, Microsoft has confirmed that around 60,000 employees are eligible, roughly a quarter of its workforce, and Copilot teams are reportedly among them.

The Voluntary Exit Offer is new for us. We’ll learn from it.

— Amy Coleman, EVP and Chief People Officer, Microsoft

Five days earlier, the same company launched Microsoftt…