Zeta Global unveils Athena by Zeta AI agent

The company states: “Today, at Zeta Live 2025, the premier AI-powered marketing event, Zeta Global (ZETA), 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.”