Zeta Global stock surges as OpenAI partnership powers Athena enterprise marketing agent

Why Is Zeta Global Gaining Stock Tuesday? - Zeta Global Holdings (NYSE:ZETA)

Zeta Global Holdings Corp. (NYSE:ZETA) stock climbed Tuesday after the company disclosed a strategic partnership with OpenAI. Zeta announced a deeper partnership with OpenAI to power its enterprise marketing agent Athena by Zeta, expanding beta access amid strong demand from brands. OpenAI will support Athena's conversational intelligence and agentic applications designed to streamline complex marketing tasks. Also Read: Lucid Gravity Can Now Navigate City Canyons With Trimble Tech Details The collaboration was unveiled at CES 2026 in Las Vegas, where Zeta said enterprise teams want intelligence that turns questions into action. Athena adapts to each user's goals and style, instantly converting queries into actionable insights across campaigns and data workflows. Two agentic apps, Insights and Advisor, have entered beta testing as part of Athena's rollout to early access customers. David A. Steinberg, co-founder, chairman and CEO of Zeta Global, said this partnership will reshape how brands interact with AI for growth. Giancarlo 'GC' Lionetti, chief commercial officer at OpenAI, said the alliance brings agentic intelligence directly into everyday marketing workstreams. Athena's Insights app gives marketers instant access to trends, audience opportunities and dashboards with answer-ready data. The Advisor app constantly reviews campaigns and can recommend, or even automate, actions to hit business goals like revenue and retention. TKO Group Holdings, Inc. (NYSE:TKO), which includes UFC and WWE, participated in Athena's early access and reported faster insights and analysis generation. Deborah Cook, vice president of data intelligence at TKO, said Athena cuts hours of work into seconds with simple prompts. Driven by strong interest from leading brands and agencies, Zeta plans to make Athena available to all customers by the end of the first quarter of 2026. ZETA Price Action: Zeta Global Holdings shares were up 4.80% at $22.71 at the time of publication on Tuesday, according to Benzinga Pro data. Read Next: Nio Marks 1 Million Vehicles Built, Unveils Special-Edition ET9 Photo by Piotr Swat via Shutterstock ZETAZeta Global Holdings Corp$22.775.05%OverviewTKOTKO Group Holdings Inc$204.470.40%Market News and Data brought to you by Benzinga APIs

Why Zeta Global Stock Is Soaring in After-Hours Trading | The Motley Fool

But the bulls' appetite for the advertising stock grew only larger after the bell rang. The company announced a collaboration with OpenAI, and investors are clearly thrilled. As of 5:18 p.m., Zeta Global stock was up 9.4% from where it ended after today's regular trading session. Zeta announced today that it will utilize OpenAI models to support Athena, Zeta's artificial intelligence (AI) agent, which integrates with its Zeta Marketing Platform. This integration provides marketing professionals with voice-activated answers and an adaptive interface. Lauding the deal with OpenAI, Zeta Global CEO and co-founder David A. Steinberg, stated, "We've formed many partnerships throughout Zeta's history, but none will be more instrumental than the one we are embarking on with OpenAI." In addition to its collaboration with OpenAI, Zeta announced that Athena's first two agentic applications, Insights and Advisor, have entered the beta phase of development. The company plans to launch Athena to all customers by the end of the first quarter of 2026. While Zeta Global's partnership with OpenAI is certainlundoubtedlyting. Investors seeking to diversify their exposure to AI stocks should conduct thorough due diligence before clicking the buy button. Although OpenAI is a powerhouse in the burgeoning field of generative AI, savvy investors recognize that there's much more to a sound investment than a company deciding to partner with an industry leader.