Zeta Global Expands Answer-Driven Marketing With AI and OpenAI Collaboration

Zeta Global expands answer-driven marketing through a strategic alliance that integrates OpenAI’s advanced models into Athena by Zeta™, a superintelligent AI agent built to deliver conversational, decision-ready insights directly within enterprise marketing workflows.

At CES 2026, Zeta Global known for its AI Marketing Cloud unveiled this enhanced approach to help enterprise teams get faster, actionable answers instead of sifting through dashboards and raw data. By deepening its collaboration with OpenAI, Zeta aims to make Athena more intuitive and reliable, driving greater productivity and smarter decision-making for marketers at scale.

What Makes This Marketing Alliance Significant

The core of Zeta’s answer-driven strategy is built around Athena by Zeta™, which adapts to each user’s goals and work style to turn questions into immediate, practical answers freeing teams from manual data navigation and accelerating outcomes. Athena brings this intelligence into everyday marketing processes, so users can act rather than analyze.

Zeta’s collaboration with OpenAI enhances Athena’s conversational capabilities, enabling more natural interactions and access to the latest innovations in large language models. This alliance aims to align Athena’s roadmap with OpenAI advancements and give Zeta early access to new capabilities that support powerful marketing workflows.

Beta Rollout of Agentic Apps: Insights and Advisor

As part of the next phase of answer-driven marketing, Zeta expanded Athena’s beta access to include its first two agentic applications:

• Insights with Athena: A conversational analytics app that delivers trends, audience opportunities, emerging segments and user-ready dashboards on demand, helping leaders move from questions to decision-ready answers instantly.
• Advisor with Athena: Designed to guide marketing decisions and recommend actions based on real-time data and strategic context.

These agentic apps aim to help marketers know more and act faster transforming raw intelligence into immediate, practical business outcomes.

Why Answer-Driven Marketing Matters

Traditional marketing platforms often require teams to sift through dashboards, interpret complex datasets and independently determine next steps. Zeta’s answer-driven marketing approach is shifting this paradigm by delivering AI-powered answers and actionable intelligence directly into marketing workflows, reducing analysis time and increasing execution speed.

By bringing this capability to life, Zeta empowers enterprise marketers to move beyond insight generation toward AI-assisted action, helping teams spend less time on data wrangling and more time on strategic growth initiatives.

Looking Ahead: Wider Adoption in 2026

Driven by pre-launch demand from major brands and marketing teams, Zeta plans to make Athena broadly available to all customers by the end of the first quarter of 2026 signalling a wider industry shift toward AI-assisted marketing that delivers real-time answers and intelligent decision support embedded in everyday workflows.

This answer-driven marketing alliance underscores how AI is evolving from a backend analytics tool to a front-line, interactive partner for strategic marketing execution redefining how enterprise teams operate in an increasingly data-driven world.

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