Zeta Global (ZETA) Sixth Annual Zeta Live Conference summary

AthenaOS vision and architecture

• Disconnected tools create disconnected outcomes; AthenaOS brings shared business and user context, AI infrastructure, orchestration, adaptive applications and intelligence across work environments into one operating system.

• The system is designed to connect business modules, coordinate teams and run agents with governance, compliance, risk controls and approval before actions go live.

• AthenaOS entered beta in cohorts, with general availability planned for Q1; customer feedback will inform staged improvements.

Product demonstrations

• A Spain airline workflow combined campaigns, audiences, customer context, simulation and Performance Advisor; with spend held flat, its forecast reached 2,180 bookings, ~9% above the 2,000 target.

• The demo showed workflows requiring approval before execution, with progress and outcomes tracked against goals; the airline was at 1,437 of 2,000 incremental bookings, or 72% to target, with a 90-day forecast of 2,180.

• A generated demand-forecasting app combined sales, browsing, loyalty, weather, inventory, margin and media data; a heat-wave scenario recommended moving 14,000 units, adding $62,000 in media and projected $4.8M in sales at $310,000 transfer cost.

• The demo’s seven-day outlook projected 34 stores avoiding stock-outs, $4.1M of inventory shifted to stronger demand, $1.2M in avoided markdowns and $2.7M incremental media revenue; seasonal demand migration supported earlier allocation changes.

• Athena was also demonstrated in Outlook and Palantir Foundry; the campaign readout cited 12.77x overall ROAS for display and CTV, with display at 19.9 ROAS and CTV at 92% VCR.

Product development and customer use cases

• Gen UI app creation has accelerated from about a week last year to minutes, enabling purpose-built interfaces from customer-described business needs.

• Customer examples showed purpose-built apps available through Athena or ChatGPT, and an agency embedding Athena intelligence in its own platform; the speaker described the shift as changing the cadence of business.

• An agentic advertising flow links intelligence, outcome definition, machine-learning forecasts, creative, activation, measurement and learning; the current process may span six vendors, with handoffs taking days, weeks or months.

• Loyalty capabilities are intended to connect customer context, identity, competitor insights, creative and execution, addressing fragmented loyalty data and more relevant responses to customer needs.