TLDR
- Zeta Global stock climbed 7% after-hours following OpenAI partnership announcement
- OpenAI models will power Athena AI marketing platform for enterprise customers
- Beta expanded for Insights analytics app and Advisor optimization app
- TKO Group reports immediate workflow improvements during early testing
- Full Athena rollout scheduled for end of Q1 2026
Zeta Global Holdings Corp. stock rose 7% in after-hours trading Monday. The increase followed the company’s OpenAI partnership announcement at CES 2026.
Zeta Global Holdings Corp., ZETA
The collaboration integrates OpenAI technology into Zeta’s Athena platform. Athena serves as an AI marketing agent for enterprise clients.
CEO David A. Steinberg called the OpenAI deal the most important partnership in company history. The agreement provides Zeta potential early access to new OpenAI models and features.
Athena Platform Expands Beta Access
Zeta expanded beta testing for two Athena applications. The Insights app delivers conversational analytics with instant trend data and audience information.
The Advisor app handles campaign optimization. It recommends marketing actions or executes them automatically based on business goals.
OpenAI models power Athena’s conversational intelligence. The system converts user questions into actionable marketing answers.
Giancarlo Lionetti, OpenAI’s Chief Commercial Officer, said the partnership brings AI directly into marketing workflows. The goal is faster decision-making for enterprise teams.
Early Results Show Efficiency Gains
TKO Group Holdings participated in Athena’s early access program. The company owns UFC and WWE.
Deborah Cook, Vice President of Data Intelligence at TKO, reported quick results. Segment reports now generate from text prompts in seconds.
Tasks requiring manual work now happen instantly. Performance comparisons and creative optimization opportunities surface without searching through data.
Cook said TKO plans broader Athena adoption across the business. The team looks forward to using the platform for geographic and performance insights.
Zeta received strong demand from brands and agencies for Athena access. The company responded by opening more beta slots.
Athena adapts to individual user goals and work styles. The platform reduces time spent navigating data and increases time for action.
Steinberg said AI is moving to the center of enterprise marketing operations. Athena transforms the Zeta Marketing Platform into an intelligent operating system.
The system listens, reasons, and acts for marketing teams. The OpenAI partnership makes enterprise adoption easier to scale.
Zeta set a Q1 2026 timeline for full customer rollout. The company plans to make Athena available to all customers by the end of the first quarter.
The partnership aligns Athena’s development with OpenAI model advances. This integration helps enterprises make faster marketing decisions with confidence.
Zeta Global stock trades on the New York Stock Exchange under ticker symbol ZETA. The after-hours gain reflects investor interest in the company’s AI strategy.
