Zeta Global, the AI Marketing Cloud, announced the launch of Athena by Zeta™, a groundbreaking superintelligent agent designed to transform how enterprises operate and grow in the era of AI-driven marketing.
Powered by Zeta’s proprietary data cloud and contextual intelligence, Athena marks a major leap forward in adaptive marketing technology. It personalizes each marketer’s digital workspace, continuously learning and evolving based on individual goals, preferences, and decision patterns. By seamlessly blending human intuition with AI precision, Athena enables marketers to act smarter, faster, and with greater confidence-maximizing ROI at every customer touchpoint.
An Adaptive, Conversational Experience for the Modern Marketer
Fully integrated into the Zeta Marketing Platform (ZMP), Athena delivers instant answers, data-driven recommendations, and automated actions through a suite of agentic applications accessible via natural, voice-activated dialogue. Every interaction flows through Zeta’s unified ecosystem-where audiences are activated, media is optimized, and performance is measured in real time.
“At Zeta, AI isn’t a feature, it’s the foundation. We’ve built on it at the core since 2017, not bolted it on,” said David A. Steinberg, Co-Founder, Chairman and CEO of Zeta Global. “Athena is conversational by design. Ask in your own voice, get a clear answer, and set the action in motion. It’s like having a data scientist, strategist, and operator in one, tuned to your business. Athena is the superintelligent agent that will become the operating system for our customers’ lives and businesses.”
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Built for Scale, Security, and Trust
Engineered on an enterprise-grade foundation of scalability, security, compliance, and transparency, Athena dynamically adapts to emerging threats while validating and safeguarding all AI-generated outputs. No action reaches production without proper validation and user approval, allowing marketers to innovate safely and confidently on a platform that upholds the highest standards of data integrity and governance.
Athena builds upon ZOE, Zeta’s first conversational assistant, and evolves it into a superintelligent agent that connects insight to execution. Through a growing suite of agentic apps, Athena can coordinate complex workflows, drive collaboration, and, over time, serve as the intelligent operating system for modern marketing and business productivity.
Advancing Agentic AI Innovation
Alongside Athena, Zeta introduced a new generation of agentic AI innovations within the Zeta Marketing Platform—unifying advertising and marketing to accelerate productivity and deliver measurable business outcomes faster than ever before.
Key innovations include:
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Zeta Answers: The intelligence framework that powers Athena, transforming insights into action. Built on one of the world’s most advanced proprietary data sets, identity graphs, and marketing intelligence systems, Zeta Answers delivers precision recommendations in real time.
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Zeta Agentic App Suite: A collection of agent-driven tools that work through Athena to automate, optimize, and analyze marketing operations.
“At Tombras, staying on the leading edge of AI innovation is core to how we serve our clients,” said Alexander Potts, EVP of Product & Investment, The Tombras Group. “By leveraging Zeta’s AI capabilities, we’ve been able to deliver more personalized, impactful campaigns with greater speed and efficiency. Athena represents the next leap forward and we’re excited about how its intelligence will empower us to push creative boundaries and drive even stronger results for our clients.”
“Athena starts as a superintelligent agent and adaptive interface to the Zeta Marketing Platform,” said Christian Monberg, Chief Technology Officer at Zeta Global. “We’re connecting answers to action with an agentic app suite, and we’re doing it on an enterprise-grade foundation—identity, security, governance, and transparency. The roadmap grows from a single agent to coordinated agents, and eventually to an operating system for personal productivity, business growth and breakthrough outcomes.”