The increasing technological intensification of biodiversity conservation is driving greater capacity to analyze larger, more diverse, and more complex data. Artificial intelligence (AI) and big data enable a better understanding of the planet and its inhabitants. AI also supports participatory science efforts by automating species recognition in some data collected by citizens. This technology also sometimes involves collaboration with the private sector, particularly large technology companies that support conservation projects financially and technologically. While the contributions of citizens and large tech companies to biodiversity conservation are both laudable and desirable, the issues differ. Whereas participatory science is a scientific process that implies transparency and justification of decisions, the criteria that condition the support of these companies often lack transparency. Comparing these two forms of participation in AI-assisted conservation efforts highlights the increased need for transparency in large tech companies, especially since their role is not simply to collect data but much more fundamentally to support projects financially and technologically.