ZETA(US:ZETA) Benzinga·2026-01-06 14:47Core Insights - Zeta Global Holdings Corp. has announced a strategic partnership with OpenAI to enhance its enterprise marketing agent, Athena, amid strong demand from brands [1][5] - The collaboration aims to integrate OpenAI's conversational intelligence into Athena, streamlining complex marketing tasks for users [1][3] Group 1: Partnership Details - The partnership was revealed at CES 2026 in Las Vegas, highlighting the need for intelligence that transforms questions into actionable insights for enterprise teams [2] - Athena is designed to adapt to individual user goals and styles, converting queries into actionable insights across various campaigns and data workflows [2][3] Group 2: Product Features - Athena includes two agentic applications, Insights and Advisor, which are currently in beta testing for early access customers [2] - The Insights app provides marketers with immediate access to trends, audience opportunities, and dashboards with ready-to-use data [3][4] - The Advisor app reviews campaigns continuously and can recommend or automate actions to achieve business objectives such as revenue and retention [4] Group 3: Market Response and Future Plans - Zeta plans to make Athena available to all customers by the end of Q1 2026, driven by strong interest from leading brands and agencies [5] - Following the announcement, Zeta Global Holdings shares increased by 4.80%, reaching $22.71 [5]