04:01 AM EST, 01/06/2026 (MT Newswires) -- Zeta Global ( ZETA ) said late Monday it partnered with Microsoft ( MSFT )-backed (MSFT) OpenAI, under which the latter will support Athena's next phase of development.

Financial terms weren't disclosed.

Athena is Zeta's superintelligent agent for enterprise marketing, the company said, adding that it also introduced a beta version to Athena, which also includes access to Insights and Advisor agentic applications.

Zeta said it intends to roll out Athena to all clients by the end of Q1.

Shares of Zeta were up 10% in recent premarket trade Wednesday.

Price: 23.94, Change: +2.27, Percent Change: +10.48