Zeta Global introduced a natural language AI agent this week, personalizing the digital workspace for marketers using the Zeta platform.
Known as Athena by Zeta, the company calls it a “superintelligent” agent with access to Zeta’s data cloud and contextual intelligence. Athena adapts to users’ goals, style and decisions and removes the friction between marketers and AI-powered tools.
Marketers engage with Athena using natural, voice-activated dialogue and an adaptive interface. The agent delivers answers, decisions and forecasts directly in the Zeta Marketing Platform, helping marketers better target audiences, activate media and optimize outcomes.
On stage at the company’s Zeta Live! Event in New York City on Thursday, Roman Gun, vice president of product at Zeta, demonstrated a conversation with Athena where he queried the agent on marketing spend, effectiveness, recommendations and more. At the same time, the Zeta Marketing Cloud platform dashboard changed in response to his questions.
Real-time security response
Security and governance are built into Athena, according to Zeta. 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.
Athena is not Zeta’s first conversational assistant. It builds on ZOE, a first-generation AI assistant that understood natural language conversations but lacked an adaptive interface.
Athena delivers answers and orchestrates action through a suite of agentic apps. Over time, Zeta expects Athena to be capable of coordinating multiple agents and evolve into the intelligent operating system for modern marketing, daily productivity and beyond.
Dig deeper: 6 common agentic marketing pitfalls and how to avoid them
In addition to Athena, Zeta introduced new agentic AI capabilities at Zeta Live! that unify advertising and marketing, accelerate productivity and deliver measurable business outcomes faster and more efficiently than ever before. Those announcements include:
- Zeta Answers: 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 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: With Simulator, marketers can forecast, test and refine cross-channel strategies before spending, with results aligned to your attribution model.
- Insights: Insights now includes conversational analytics for instant trends, audience opportunities, new areas of growth, and stakeholder-ready dashboards.
Fuel up with free marketing insights.
MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.