A Conversation With Tunio Zafer: How pCloud Balances Innovation & AI With Privacy & Security

When it comes to cloud storage, pCloud has carved out a unique place in a market dominated by tech giants. Founded with a focus on privacy, security and user control, pCloud has a loyal user base and offers a credible alternative to larger competitors.

To understand how pCloud sees the future of cloud storage, Cloudwards spoke with the company’s CEO, Tunio Zafer. In our conversation, he shared insights into how user behavior has shifted over the past five years, why privacy-first innovation remains non-negotiable, and what role artificial intelligence will play in shaping smarter, more sustainable cloud services.

Some answers have been condensed for readability.

Cloudwards: When you look at pCloud today versus five years ago, what’s the biggest change you’ve witnessed in how people use cloud storage?

Tunio Zafer: Cloud storage has transformed into an everyday workspace and utility. Today, everyone is collaborating, sharing media, and working remotely while using pCloud. It’s a hub for people’s digital lives. And what’s one inextricable part of those lives? Photos and videos. That’s why we’re witnessing a tremendous increase in the storage of multimedia. 

Also, now more than ever, people understand the importance of privacy and security. They are more conscious of and appreciate features like secure access and sharing. 

And last, but not least, we live in an age of mobile-first approach. The phone has become an extended self and we have to cater to that.

Cloudwards: Technology moves incredibly fast, and AI seems to be everywhere these days. How do you keep pCloud agile enough to adapt while staying true to your core values of security, privacy, and top-notch ease of use?

Tunio Zafer: At pCloud we embrace innovation without compromising what makes our service unique. We have cross-functional teams of professionals, which allows us to adapt and move faster than many larger competitors. We encourage innovation and forward-thinking, but every idea is filtered through the privacy-first lens: if a feature would weaken our privacy, we scrap it. 

As a result, pCloud stays nimble — we update apps and services rapidly — while still guaranteeing top-notch security. This balance of speed and trust is at the heart of how we stay true to pCloud’s core values. Everything we do, we do with the user in mind.

Cloudwards: What’s been the most surprising thing you’ve learned about your users’ needs as AI capabilities have expanded?

Tunio Zafer: Perhaps the one thing that surprises me is just how much our users value trust over flashy features. They expect control over the development of the AI tools, and that’s exactly how it should be. Yes, they want to see AI-related updates, such as features that help them search through their files faster. However, not at the expense of their privacy.

Cloudwards: The cloud storage market is dominated by a few big players. How important is it for users to have alternatives, especially as AI reshapes the industry?

Tunio Zafer: Having alternatives is an absolute necessity. If only a handful of companies controlled most of the cloud, the users would end up with fewer choices. With AI especially, the big players use customer data to train and improve their algorithms. That’s why having various options on the market matters. It gives people the freedom of choice. Moreover, competition is healthy. It’s at the core of progress and innovation.

Cloudwards: pCloud is one of the few cloud providers to offer lifetime plans. How does pCloud guarantee its lifetime cloud storage plans won’t be rescinded or become unavailable, given that other cloud companies have previously cancelled lifetime offerings or gone out of business?

Tunio Zafer: We’ve built the company to deliver on that promise. From a financial perspective, we have a diversified income stream. The way we’ve designed our infrastructure is with decades in mind. We own the hardware, so pCloud is not a fly-by-night startup. Our math checks out and our track record shows we’re serious about security and longevity. We guarantee it with our ToS, and we’ve put our name on the line for it. pCloud’s lifetime plan isn’t a gimmick, it’s backed by a business model built to last.

Cloudwards: What emerging technology or trend keeps you up at night — either as an opportunity or a challenge you need to prepare for?

Tunio Zafer: I am thrilled to use the current technological advances to make cloud storage smarter and way more personalised. However, I know that goes hand in hand with new challenges. My job is to make sure pCloud turns the challenges into advantages without ever compromising security and privacy. I’m also excited about integrations with other solutions.

Cloudwards: How do you see pCloud changing in five years as AI becomes more prevalent in cloud storage?

Tunio Zafer: In five years, I see pCloud evolving into a much smarter cloud storage platform powered by AI. This, of course, will continue to be alongside our top priority of providing maximum security. File management will become more intelligent as AI automatically organizes, tags, and helps users find their files. All that will be under a strict zero-knowledge encryption model, so no-one can ever access the users’ data. 

Interaction will be more natural. A mere voice command will be all it takes for pCloud to retrieve your files instantly. Moreover, the app will integrate seamlessly into both workflows and daily routine. It will act less like a storage app and more like an intelligent tool that makes collaboration and life, in general, easier. 

As for infrastructure, AI will optimize storage use, reduce energy consumption, and help us lower our environmental impact. pCloud will become not only smarter, but also more sustainable and eco-friendly.

Cloudwards’ Take: Innovation With Integrity 

While many competitors lean heavily into AI by feeding user data into large training models, pCloud is drawing a clear boundary: AI should make everyday tasks — like finding files, organizing media or collaborating — faster and easier, but not at the cost of users.

This privacy-first stance matters. As AI increasingly powers everything from smart search to predictive storage optimization, pCloud’s commitment to client-side encryption ensures that innovation doesn’t erode privacy. It’s a reminder that progress in the cloud doesn’t have to mean trading away control over personal data.

For users, that balance between intelligent features and uncompromising privacy is exactly what makes pCloud stand out in a crowded market. It’s a thoughtful model of how cloud storage can evolve — carefully, but without standing still.