Zeta Global introduces AI agent studio with agentic workflows

Zeta Global today announced the general availability of its AI Agent Studio, marking a significant advancement in marketing automation technology. The NYSE-listed company (ZETA) has introduced a suite of tools that enables users to connect multiple artificial intelligence agents to perform complex marketing tasks, moving beyond isolated operations toward integrated workflows.

The announcement, made today, includes the beta release of Agentic Workflows, which allows marketing professionals to orchestrate interconnected generative AI agents. According to Zeta Global, this innovation provides the capability to automate complex marketing tasks with precision and efficiency, rather than being limited to isolated, linear tasks.

Zeta's AI Agent Studio offers capabilities for users to select and activate prebuilt agents, create custom agents, and link these agents together to execute multifaceted marketing processes. The company has designed the system to enable increased productivity, enhanced personalization, improved performance, and faster campaign scaling.

David A. Steinberg, Co-Founder, Chairman, and CEO of Zeta Global, highlighted the company's ongoing focus on artificial intelligence in marketing. "Zeta has long been at the forefront of AI-powered marketing, relentlessly focused on making AI truly actionable," said Steinberg. The executive referenced the adoption metrics of the company's previous AI offering, noting that 126 brands implemented Zeta's Data Cloud AI during its first year of availability.

Financial impact data shared by the company indicates AI adoption has contributed to business growth. According to Steinberg, Zeta's consumption revenue increased over 40% in 2024, which represents an acceleration from 2023 performance. While acknowledging that AI adoption remains in early stages, Steinberg emphasized the measurable impact already visible in the company's financial results.

The technology enables what Zeta describes as the combination of strategic intelligence with autonomous execution. This approach aims to provide businesses with capabilities to accelerate operations, enhance decision-making, and scale growth through automated processes.

Christian Monberg, Chief Technology Officer and Head of Product at Zeta Global, characterized the launch as a significant industry development. "We are still in the early innings of generative AI, but today's launch of Agentic Workflows marks a turning point for the industry," said Monberg. The CTO referenced Zeta's multi-year investment in AI marketing technologies and architectural refinements that have enabled what the company describes as "true transformation."

Monberg emphasized the shift from isolated AI tools to interconnected systems capable of autonomous operation. This approach, according to Zeta, creates potential for improved efficiency and effectiveness in marketing operations.

The Agentic Workflows system has been designed with customization capabilities, allowing marketing professionals to connect Zeta's generative AI agents to perform complex operations across the customer journey. The company highlights the contrast between this approach and standardized AI tools, noting that Zeta's generative AI agents can be tailored to specific business requirements before being combined into workflows for varied marketing tasks.

According to Zeta, the automation capabilities provide marketing professionals with increased time to focus on strategic initiatives. The company has identified several key task categories that the system can automate:

Programmatic Media Optimization represents one automation category, where the system manages audience segmentation, media planning, real-time bidding strategies, and ongoing campaign performance adjustments. The technology aims to streamline the complex and resource-intensive processes associated with programmatic advertising management.

For Customer Journey Optimization, the system identifies behavioral drop-off points in consumer interactions, recommends engagement strategies, and executes A/B testing for continuous improvement. This capability addresses the challenge of identifying and responding to friction points in customer experiences across multiple channels and touchpoints.

Campaign Creation automation includes defining target audiences, forecasting connected TV campaign performance, generating creative briefs, and automating billing processes. These functions typically require significant coordination across marketing teams and specialized expertise in media planning and creative development.

Data Onboarding functionality analyzes, maps, and transforms unstructured data for integration into the Zeta Marketing Platform. This capability addresses the common challenges organizations face when attempting to utilize diverse data sources within marketing execution systems.

The Zeta Marketing Platform provides what the company describes as an intuitive, guided framework for marketers to build custom AI agents specific to their business requirements. This development environment is complemented by a library of pre-configured AI agents available for immediate deployment.

The announcement represents a continuation of Zeta's strategic focus on artificial intelligence applications in marketing. The company, founded in 2007 by David A. Steinberg and John Sculley, has developed its business around its Zeta Marketing Platform (ZMP), which utilizes artificial intelligence and consumer signals to enhance marketing efficiency.

Zeta Global describes its technology approach as the unification of identity, intelligence, and omnichannel activation within a single platform. This system is powered by the company's proprietary database and artificial intelligence capabilities. The organization serves enterprise customers across multiple industries, providing tools to personalize consumer experiences across marketing channels.

The headquarters of Zeta Global is located in New York City, with additional offices in multiple international locations. The company trades on the New York Stock Exchange under the ticker symbol ZETA.

The announcement comes amid accelerating adoption of artificial intelligence technologies across the marketing industry. While companies have utilized AI for analytics and basic automation functions for several years, the emergence of generative AI capabilities has expanded potential applications significantly. Marketing organizations are increasingly exploring ways to automate complex creative and strategic functions that previously required extensive human intervention.

Industry analysts have noted that early generative AI implementations in marketing predominantly focused on content creation tasks, including copy generation and image production. The evolution toward orchestrated workflows represents a shift toward more sophisticated operational uses of the technology across multiple marketing functions.

The ability to customize and connect multiple AI agents addresses a significant challenge in marketing technology implementation: the need to adapt standardized solutions to diverse business models, customer segments, and marketing objectives. This approach potentially enables greater flexibility in applying artificial intelligence to varied marketing contexts.

For organizations exploring advanced marketing automation, the integration of multiple specialized AI agents may offer advantages compared to single-purpose tools. Complex marketing operations typically involve numerous interconnected processes spanning audience identification, content development, media placement, performance measurement, and optimization activities.

The announcement reflects ongoing technology evolution in the marketing industry, where advanced automation tools continually reshape operational approaches. As artificial intelligence capabilities advance, marketing leaders face important decisions regarding how extensively to automate processes traditionally managed through human expertise and judgment.

Zeta Global's investor relations contacts include Matt Pfau, while media inquiries are directed to Candace Dean. The company maintains a corporate website at zetaglobal.com, where additional information about its technology offerings and business operations is available.

Timeline

• 2007: Zeta Global founded by David A. Steinberg and John Sculley
• March 27, 2025: Zeta Global announces general availability of AI Agent Studio
• March 27, 2025: Agentic Workflows released in beta version
• 2023-2024: Zeta reports 40% increase in consumption revenue, accelerating from 2023 performance
• First year of Data Cloud AI launch: 126 brands adopt the technology