Zeta Global (NYSE:ZETA) unveiled AthenaOS, an AI-focused operating system intended to bring together customer data, intelligence, workflows and business applications across marketing and other enterprise functions.
At the company’s Zeta Live event, Chief Technology Officer and Head of Product Christian Monberg said the platform is designed to address the challenge of disconnected AI tools. “Disconnected tools produce disconnected outcomes,” Monberg said, arguing that businesses need systems that can connect data, governance, collaboration and execution rather than adding isolated AI products.
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Monberg described AthenaOS as a layered system consisting of context and data, AI infrastructure, orchestration, applications and user experiences. The platform is intended to use business and user context to coordinate AI agents, create customized applications and allow work to continue across different tools and environments.
AthenaOS Demonstrations Focus on Intent and Workflow
Roman Gun, Zeta Global’s vice president of product, demonstrated how AthenaOS could turn a user request into a marketing workflow. In one example, an airline marketer asked Athena to optimize flights to Spain while keeping spending flat and prioritizing bookings.
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According to the demonstration, Athena identified relevant campaigns, audiences, customer context and performance data, then generated a growth plan covering demand, targeting, forecasting, creative readiness, activation and measurement. The system forecast 2,180 bookings, or roughly 9% above a 2,000-booking target, with spending held flat after recommendations were applied.
Gun said the platform is intended to let users work across previously separate functions, including performance recommendations and forecasting, while retaining approval controls before actions are executed. “That is how we go ahead and take marketing from singular jobs to be done to intent and outcome that you can measure,” he said.
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A separate retail-oriented demonstration showed Athena creating a demand forecasting application in response to an anticipated heat wave. The app combined purchases, browsing, loyalty behavior, category affinity, programmatic intent, weather, inventory, margin and media information, according to the presentation.
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In the scenario, Athena recommended moving 14,000 units into a market, maintaining pricing, reducing unnecessary promotions, adding $62,000 in programmatic acquisition spending and increasing regional allocation by 8%. The system projected a network-wide strategy that would add $4.8 million in sales at a $310,000 transfer cost. In a subsequent simulated update, Athena said the plan prevented projected stock-outs in 34 stores, moved $4.1 million of inventory into stronger-demand locations, avoided $1.2 million in markdowns and generated $2.7 million in incremental media revenue.
Integrations and Custom Applications
Zeta executives said Athena is designed to be accessible beyond its core platform. Gun demonstrated an Athena interaction within Outlook, while Monberg said the company is working to make its intelligence available in customers’ preferred applications and systems.
Monberg said Zeta can now build customized user interfaces in minutes, compared with approximately a week when the company introduced its generative UI capability at the prior Zeta Live event. He also said a midsize agency had asked Zeta to make its intelligence and activation capabilities available through the agency’s own platform.
Among integrations discussed at the event were Palantir Foundry, Snowflake, ChatGPT, Slack and Microsoft Teams. Chief Data Officer Neej Gore said Palantir’s business ontology and Zeta’s customer ontology could be combined for marketing use cases. He also said Zeta data will be available in aggregate form through Snowflake’s Model Studio, allowing customers to develop models in Snowflake and push them back to Zeta.
Data Cloud, Advertising and Loyalty
Gore said the Zeta Data Cloud is intended to provide the “living intelligence” behind AthenaOS, including customer memories, current moments and future motives. He said the company processes more than $100 billion in transactions through its Data Cloud each quarter and that intent signals across its owned-and-operated properties and publisher network had increased 1,200% year over year.
The company also discussed applications for advertising, loyalty, retail and B2B marketing. Monberg said an agentic advertising workflow could connect intelligence, forecasting, creative tools, activation and measurement in one environment, reducing the need for marketers to move among multiple vendors.
For loyalty, he said organizations need connected data rather than separate loyalty and email identifiers. Gore also highlighted share-of-occasion analytics, commerce diagnostics, upgraded CustomerPulse and CompetitorPulse offerings, and enhancements to its Buyer Pulse B2B product through a partnership with ZoomInfo.
Gore said Zeta had acquired Senso, whose technology will be incorporated into the company’s generative engine optimization, or GEO, offerings. He also referenced the company’s acquisition of Digital Audience, a European company that Zeta said would expand audience marketplace and syndication capabilities.
Beta Program Planned Before General Availability
Monberg said AthenaOS is entering beta and that Zeta plans to admit users in cohorts to gather feedback and refine the product. The company expects general availability in the first quarter, he said.
“AI without data is just kind of a blank vessel,” Monberg said. “AI purpose-built around data makes for really stunning outcomes that are vastly differentiated.”
About Zeta Global (NYSE:ZETA)
Zeta Global is a technology company that provides data-driven marketing and customer-experience solutions to brands and agencies. Its platform helps organizations acquire, grow and retain customers by combining consumer data, artificial intelligence and marketing automation across digital channels.
The company’s offerings include the Zeta Marketing Platform, which supports audience discovery, campaign planning, activation, personalization and measurement. Zeta also provides data-management and analytics capabilities through its proprietary data assets, helping marketers develop customer insights and deliver coordinated campaigns across channels such as email, online advertising, connected television and other digital media.
Founded in 2007, Zeta Global serves enterprise marketers and agencies, primarily in the United States and other markets where digital advertising and customer-engagement services are in demand.
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The article “Zeta Global Unveils AthenaOS to Connect AI, Data and Marketing Workflows” was originally published by MarketBeat.
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