Zeta Global has launched Athena, an AI-powered marketing system that unifies identity, data, and activation. The platform leverages Zeta ID to connect first-party data across channels and deploys AI agents for audience building, email QA, and reporting. This signals a broader shift toward integrated AI-driven marketing operations. https://martech.org/athena-signals-zetas-push-into-ai-driven-marketing-systems/ #Marketing #Strategy #AI #Zeta