Overview
- Zeta expanded beta access for Athena’s first two apps, Insights for conversational analytics and Advisor for campaign optimization, following strong demand.
- Early user TKO Group reported segment reports now generate from simple prompts in seconds, replacing manual workflows.
- Zeta plans to make Athena available to all customers by the end of the first quarter of 2026.
- The agreement positions Zeta for potential early access to upcoming OpenAI models and features.
- Zeta shares rose about 7% in after-hours trading after the partnership was unveiled at CES 2026 in Las Vegas.