Ahead of Cannes Lions 2026, Zeta Global (NYSE: ZETA), the AI Marketing Cloud, announced the expansion of Athena by Zeta™ to agencies. Athena, Zeta’s superintelligent agent, continuously analyzes signals, identifies what to do next, and optimizes outcomes to help agencies move faster, act smarter, and deliver measurably better results for their clients.
As agencies build, buy, and integrate new technologies and partners, turning those investments into real-time intelligence remains a challenge. Built on Zeta's proprietary SuperGraph™, one of the industry’s largest identity graphs, Athena continuously analyzes signals across 245 million individuals in the U.S. to provide a real-time understanding of customer behavior.
By unifying agency data with Zeta’s SuperGraph, Athena surfaces opportunities, recommends next best actions, and optimizes performance across the customer lifecycle.
“The future of marketing will be agentic,” said CEO David A. Steinberg. “The winners will be the agencies that can turn data, intelligence, and decisioning into faster action and better outcomes at scale.
“Athena was built for that future, continuously analyzing signals, identifying what to do next, and helping agencies optimize performance across every client relationship. Extending Athena to agencies is another step toward making AI-powered marketing dramatically simpler and more effective.”
Extending Athena to agencies is another step toward making AI-powered marketing dramatically simpler and more effective.”
ZETA shares sank 33 cents, or 1.6%, to $18.19.
