Zeta Global (ZETA) Stock Jumps 7% After Landing Major OpenAI Partnership

TLDR

• Zeta Global stock surged 7% after-hours Monday on OpenAI collaboration news
• Partnership brings OpenAI models into Athena AI marketing platform
• Insights and Advisor apps enter expanded beta testing for enterprise clients
• Early testing partner TKO Group reports seconds-long results replacing manual tasks
• Company plans full Athena launch by end of first quarter 2026

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Zeta Global Holdings Corp. stock jumped 7% in after-hours trading Monday. The move came after announcing a strategic collaboration with OpenAI.

Zeta Global Holdings Corp., ZETA

OpenAI will power the conversational intelligence behind Zeta’s Athena marketing platform. The integration marks a key development in Zeta’s AI strategy for enterprise marketing.

David A. Steinberg, Zeta’s CEO and Co-Founder, described the OpenAI partnership as the most instrumental in company history. The deal positions Zeta for potential early access to upcoming OpenAI models.

Two AI Applications Enter Beta Testing

Zeta expanded beta access for two Athena applications following strong enterprise demand. The Insights app provides conversational analytics for marketing teams.

Users can ask questions and receive instant trend data, audience segments, and dashboard views. The tool eliminates time spent searching through reports.

The Advisor app manages campaign optimization automatically. It scans campaigns continuously and recommends actions based on revenue growth, efficiency, and engagement goals.

OpenAI’s technology handles the natural language processing within Athena. The system transforms marketing questions into ready-to-use answers.

Giancarlo Lionetti, OpenAI’s Chief Commercial Officer, said the collaboration brings AI action into daily workflows. Enterprise teams can move faster on marketing decisions.

TKO Group Reports Instant Workflow Changes

TKO Group Holdings tested Athena before the wider beta launch. The sports entertainment company operates UFC and WWE brands.

Deborah Cook, TKO’s Vice President of Data Intelligence, reported transformative results. Her team now generates segment reports from simple prompts in seconds.

Performance comparisons across segments happen instantly. Creative optimization opportunities appear without manual analysis.

Cook said TKO plans to expand Athena use for geographic insights and performance tracking. The company anticipates broader adoption across business units.

Zeta first introduced Athena at its Zeta Live event. The platform adapts to individual user preferences and working styles.

Steinberg explained that AI is shifting from marketing’s periphery to its core. Athena converts the Zeta Marketing Platform into an intelligent operating system for growth.

The system can listen, reason, and execute tasks for marketing professionals. The OpenAI partnership simplifies enterprise adoption and scaling.

Strong demand from brands and agencies drove Zeta’s beta expansion decision. The company received more access requests than initially projected.

Zeta set an end of Q1 2026 target for full customer availability. All clients will have access to Athena by the first quarter’s close.

The partnership aligns Athena development with OpenAI model improvements. This synchronization aims to deliver faster, more confident marketing decisions for enterprises.

Zeta Global trades on NYSE under ticker ZETA. The after-hours stock movement reflects market response to the company’s AI platform strategy.

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