TLDR
- Zeta Global shares gained 7% after-hours Monday on news of OpenAI collaboration
- Partnership integrates OpenAI technology into Zeta’s Athena AI marketing system
- Two beta applications now available: Insights for analytics and Advisor for optimization
- Early access partner TKO Group reports instant results replacing manual processes
- Company targets end of Q1 2026 for full Athena customer launch
Zeta Global Holdings Corp. saw its stock price increase 7% in after-hours trading Monday. The jump followed the company’s announcement of a collaboration with OpenAI.
The partnership brings OpenAI’s artificial intelligence models into Zeta’s marketing platform. Specifically, the technology will run Athena, Zeta’s enterprise marketing agent.
Company leadership highlighted the partnership’s importance during the CES 2026 announcement in Las Vegas. CEO David A. Steinberg described it as the most critical partnership in Zeta’s history.
The deal gives Zeta access to OpenAI’s developing technology. This includes potential early looks at upcoming models and features before general availability.
Athena transforms how marketing teams interact with data. The system takes questions from users and converts them into actionable marketing answers.
OpenAI’s models handle the conversational layer of this process. The integration aims to make AI-driven decisions feel natural within existing workflows.
Zeta Global Holdings Corp., ZETA
Beta Applications Launch for Enterprise Users
Zeta expanded access to two Athena applications during the announcement. Both apps entered beta testing after what the company called exceptional demand.
The first application, Insights, handles analytics through conversation. Marketing leaders can ask questions and receive immediate trend data, audience breakdowns, and performance dashboards.
The second application, Advisor, manages campaign optimization. It either suggests next steps or takes action automatically based on company objectives.
Revenue growth, efficiency, retention, and engagement all factor into Advisor’s recommendations. The system constantly monitors campaigns for improvement opportunities.
Giancarlo Lionetti serves as Chief Commercial Officer at OpenAI. He said the partnership demonstrates how AI moves beyond simple insights into direct action.
The collaboration aims to compress decision-making timelines for enterprises. Marketing teams can act with more confidence when answers arrive faster.
Real World Testing Shows Time Savings
TKO Group Holdings tested Athena before the wider beta launch. The sports and entertainment company operates both UFC and WWE properties.
Deborah Cook leads Data Intelligence at TKO Group. She reported that Athena fundamentally changed her team’s workflow speed.
Segment reports that previously required manual assembly now generate through simple text prompts. The process takes seconds instead of hours.
Performance comparisons across different segments happen instantly. Creative optimization opportunities surface without digging through multiple data sources.
Cook said her team anticipates using Athena for geographic analysis and deeper performance tracking. TKO plans to expand Athena use across more business units.
Zeta introduced Athena initially at its Zeta Live event. The system learns individual user preferences and adapts its responses accordingly.
The platform reduces time marketing teams spend searching for data. More time becomes available for acting on insights and executing campaigns.
Steinberg explained that AI is shifting position in marketing operations. What once sat at the periphery now operates at the core of enterprise strategy.
Athena converts the Zeta Marketing Platform into what he called an intelligent operating system. The system processes information, makes recommendations, and executes tasks for marketing professionals.
The OpenAI partnership makes enterprise adoption more straightforward. Brands can implement the technology without extensive technical overhauls.
Strong demand from both brands and agencies drove Zeta’s decision to expand beta access. The company received more requests than initially anticipated.
Zeta set a timeline for wider availability by the end of the first quarter in 2026.
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