Zeta Live 2025, the premier AI-powered marketing event, Zeta Global, the AI Marketing Cloud, unveiled Athena by Zeta™, a superintelligent agent designed to reshape how enterprises work and grow in this next era of AI. Powered by Zeta’s proprietary data cloud and contextual intelligence, Athena is Zeta’s first superintelligent agent to personalize the marketer’s digital workspace, adapting to each user’s goals, style, and decisions. By empowering marketers with intuitive, adaptive experiences, Athena removes the friction between the human and AI and helps marketers take smarter actions and maximize ROI at every touchpoint.

Seamlessly integrated with the Zeta Marketing Platform, Athena delivers instant answers, smarter decisions, and agentic actions through a suite of agentic apps, accessed via natural, voice-activated dialogue and an adaptive interface. Every answer, decision, and forecast flows seamlessly through the Zeta Marketing Platform, where hyper-targeted audiences are activated, media optimized, and outcomes measured.

“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.”

Athena by Zeta is built on a trusted, enterprise-grade foundation of scale, security, compliance, and transparency. It adapts in real time to new security challenges, validates and safeguards AI-generated outputs and ensures nothing reaches production without proper guardrails and marketer approval. This allows marketers to innovate with confidence, knowing their data and execution are safeguarded on a platform that upholds the highest standards of reliability and governance.

Athena builds on ZOE, Zeta’s first conversational assistant, and elevates it into a superintelligent agent with an adaptive interface to the Zeta Marketing Platform. It delivers answers and orchestrates action through a growing suite of agentic apps. Over time, Athena will coordinate multiple agents and mature into the intelligent operating system for modern marketing and daily productivity.

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New agentic AI innovations and enhancements:

Alongside Athena, Zeta introduced new agentic AI capabilities, powered by the Zeta Marketing Platform, that unify advertising and marketing, accelerate productivity, and deliver measurable business outcomes faster and more efficiently than ever before. These innovations include:

– Zeta Answers: Now powering Athena, Zeta Answers is the intelligence framework that transforms insights into action. It is built on one of the world’s most powerful proprietary data sets, identity graphs, and marketing intelligence capabilities.
– Zeta Agentic App Suite: A suite of agentic apps accessible by Athena and powered by the Zeta Marketing Platform.

• Advisor: Advisor turns business goals, like revenue growth, cost savings or engagement, into results fast. Advisor translates objectives into AI-driven plans with clear recommendations, automated workflows, and real-time KPI optimization to boost impact.
• Workflows: Agentic workflows enable marketers to team up agents to orchestrate multi-step tasks, from onboarding data to campaign activation, reducing manual effort and accelerating execution.
• Simulator: Make smarter bets before spending a single dollar. With Simulator, marketers can forecast, test and refine cross-channel strategies before spending, with results aligned to your attribution model.
• Insights: Know more and act faster by turning questions into instant answers. Insights now comes with conversational analytics for instant trends, audience opportunities, new pockets of growth, and stakeholder-ready dashboards.

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“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.”

Athena is currently in limited internal beta and will enter early access for clients in Q4 2025, with general availability for all Zeta Marketing Platform customers to follow. The new agentic suite of apps is expected to launch in the first half of 2026.