"Known as Athena by Zeta, the company calls it a "superintelligent" agent with access to Zeta's data cloud and contextual intelligence. Athena adapts to users' goals, style and decisions and removes the friction between marketers and AI-powered tools. Marketers engage with Athena using natural, voice-activated dialogue and an adaptive interface. The agent delivers answers, decisions and forecasts directly in the Zeta Marketing Platform, helping marketers better target audiences, activate media and optimize outcomes."
"On stage at the company's Zeta Live! Event in New York City on Thursday, Roman Gun, vice president of product at Zeta, demonstrated a conversation with Athena where he queried the agent on marketing spend, effectiveness, recommendations and more. At the same time, the Zeta Marketing Cloud platform dashboard changed in response to his questions. Real-time security response Security and governance are built into Athena, according to Zeta."
"Athena is not Zeta's first conversational assistant. It builds on ZOE, a first-generation AI assistant that understood natural language conversations but lacked an adaptive interface. Athena delivers answers and orchestrates action through a suite of agentic apps. Over time, Zeta expects Athena to be capable of coordinating multiple agents and evolve into the intelligent operating system for modern marketing, daily productivity and beyond."
Athena by Zeta is a natural language AI agent integrated into the Zeta Marketing Platform to personalize the digital workspace for marketers. The agent accesses Zeta's data cloud and contextual intelligence, adapts to users' goals, style and decisions, and removes friction between marketers and AI-powered tools. Marketers interact with Athena via natural, voice-activated dialogue and an adaptive interface that returns answers, decisions and forecasts to help target audiences, activate media and optimize outcomes. Athena includes built-in security and governance that adapts in real time to new threats and validates AI outputs before production. Athena builds on ZOE and will orchestrate agentic apps, coordinating multiple agents toward an intelligent marketing operating system.
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