What’s happening to WeTransfer these days matters deeply to me. Not because I’m a loyal user (I usually share large files via Google Drive), but because I see a tech pioneer being publicly dismantled.
What troubles me more than the controversy itself: we seem to have lost the space for open, constructive conversations about innovation. We won’t move forward if we don’t allow tech companies to try — and if we don’t trust them enough to explain .
AI is essential for growth (my assumptions)
In today’s digital world, file sharing is a commodity. The true differentiators? Security. Simplicity. And trust.
My assumption is that WeTransfer wants to enhance those pillars with AI — to offer:
- Smarter previews and tagging
- Safer file transfers via malware detection and content moderation
- Intelligent recommendations and seamless user experience
To do that, some file processing is needed. Maybe even via third parties. And yes — Terms of Service should reflect that.
But let’s be clear: I do not believe they intended to use private or copyrighted content to train commercial AI models.
Where it unraveled: a clause, a backlash, and a broken signal
A single paragraph suggesting user files could be used for “machine learning” triggered an avalanche: 👎 Creatives leaving ⚠️ Legal concern 🔥 Public outrage
WeTransfer responded swiftly — removed the clause, clarified their intent, reassured users. But it came across as defensive. Reactive. And in today’s climate, that’s not enough to build trust.
A long road ahead — and a founder calling it out
Bending Spoons acquired WeTransfer in July 2024, following earlier takeovers of Evernote, Meetup, Issuu and others. A pattern is emerging: aggressive cost-cutting, AI-driven reinvention, and public confusion .
Yesterday, WeTransfer’s original founder Nalden (Ronald Hans) voiced his concern in NRC :
“For everyone, this is a slap in the face… WeTransfer is being thrown to the wolves… it’s become a numbers game.”
“For everyone, this is a slap in the face… WeTransfer is being thrown to the wolves… it’s become a numbers game.”
His words carry emotional weight. They reflect the unease of seeing a creative-first culture replaced by a cost-first logic.
But also: his voice matters. Deep inside the brand, there’s still DNA that cares. Now’s the moment to turn that legacy into leadership.
Because trust doesn’t come back with a tweet. It takes clarity. Courage. And consistency.
Rebuilding trust: four essential steps
- Articulate a clear AI vision Explain how AI enhances the user experience — from file safety to smarter previews. Be crystal clear about what is analyzed and what’s off-limits .
- Be transparent about restructuring Don’t hide the tough choices. Show how a leaner team unlocks focus and investment. Align it with a roadmap that adds real value for users.
- Create ethical guardrails Give users control. Offer opt-outs. Work with anonymized or synthetic data. Bring in external audits — and show you're serious about responsibility.
- Turn founders and former team members into trust ambassadors Let voices like Nalden’s help rebuild the bridge. They’re part of the story. They’re part of the solution. And let’s be honest: there’s still a long way to go.
Why this isn’t just about WeTransfer
Trust is the foundation for innovation. Reports like Edelman’s 2024 Trust Barometer show that society is willing to embrace change—but only when trust exists . The 2025 Melbourne Business School study found only 46% globally trust AI , despite widespread use.
Without trust, adoption slows. Even the best innovation is useless if no one’s willing to use it.
My final thought
WeTransfer couldn’t have stopped the backlash — legal language is tricky, and AI is still scary to many.
But this can become a defining moment.
If they own their vision, communicate transparently, apply ethics by design, and involve both current and former leaders to lead the way — they might just turn a reputational risk into a blueprint for responsible innovation.
Because innovation only thrives when it’s trusted. And trust grows not from silence — but from open, human conversation.