Zeta Global Teams Up with Fireworks to Unveil New Specialized Athena Inference Models Using NVIDIA NemotronRead News
Today, at Zeta Live, we unveiled AthenaOS, Zeta’s Enterprise Intelligence Operating System.
For decades, enterprise software has been organized around applications and workflows. People open a product, find the right screen, gather information, configure a workflow, and move between systems to get something done. The business objective sits above that activity, while people do the work of connecting the pieces.
AthenaOS changes that operating model.
Work begins with what you want to achieve: strengthen customer loyalty, capture a new market opportunity, improve campaign performance, or put the next dollar where it can deliver the greatest return. AthenaOS brings together the relevant enterprise knowledge, customer and market intelligence, applications, agents, and actions around that objective.
The objective becomes the unit of work, and the software organizes around it.
AthenaOS starts with marketing, where customer demand meets business action, and creates a foundation for intelligence to inform decisions across the enterprise. People set the ambition, exercise judgment, and direct the work. AthenaOS connects the capabilities required to move it forward.
Enterprises have more data, AI, and software than ever. Yet turning those capabilities into results still depends on people assembling context, reconciling recommendations, and coordinating execution across tools and teams.
AthenaOS brings those activities into a Connected Intelligence Loop:
That loop gives work continuity. What the business knows informs its decisions. Decisions guide action. Results improve the context for what comes next.
Your enterprise knowledge grounds the work, with governance, permissions, and safeguards throughout. Your ambition, judgment, and creativity remain at the center.
Read Next: Built Around Your Ambition: Meet AthenaOS
Athena Workspaces will make this operating model visible.
Imagine your loyalty program is losing engagement. You tell Athena what you want to accomplish. AthenaOS dynamically assembles a workspace around that objective, bringing the relevant data, intelligence, applications, agents, and recommended actions together.
The workspace identifies affected customers, explains the behaviors driving the change, recommends a response, and connects the workflows required to act. A team can move from understanding the problem to reviewing a coordinated plan in one place, without waiting for a developer to build a new experience.
Teams will be able to begin with a business objective or choose from a library of prebuilt workspaces. The organizing principle stays the same: the work determines which capabilities come together.
AthenaOS will also bring that intelligence into the tools where people already work.
Athena MCP, built on the Model Context Protocol, will connect governed Zeta intelligence to ChatGPT, Claude, Microsoft Teams, and other approved assistants.
Ask, “Which campaigns had the biggest year-over-year decline, and what should we do about it?” Athena will return an evidence-backed action plan grounded in campaign data, performance history, and business context.
Workspaces show how an experience can assemble around an objective. MCP shows how the same enterprise intelligence can support that objective inside an existing tool. Both give people a way to direct work through AthenaOS.
This new operating model comes to life through Zeta’s product capabilities, which provide the intelligence and execution needed to carry an objective through Know, Decide, Act, and Learn.
To restore loyalty engagement, a team first needs to understand which customers are changing, what is influencing them, and whether the shift reflects the brand or the broader market.
Together, these capabilities give AthenaOS the context to frame the problem and identify the opportunity.
With that context in place, AthenaOS can help teams determine what to do next.
These capabilities turn an objective into a plan people can evaluate and direct.
Once a plan is approved, the work needs to move into market.
Expanded audience activation will use Zeta’s identity graph and audience routing to help teams activate across more than 35 destinations from one workflow, matching destinations to reach and identity coverage.
These capabilities connect the recommendation to the channels where it can produce a result.
The loop continues after execution. New capabilities in Insights Studio will help teams understand what happened and what should change.
Those results become context for the next decision, helping teams refine audiences, messaging, timing, and investment as they pursue the objective.
AthenaOS brings these capabilities together around what a business wants to achieve.
A loyalty objective can connect customer understanding, a retention strategy, creative development, channel activation, and measurement. A campaign objective can connect audience intelligence, media investment, optimization, and learning. The applications contribute to a continuous process directed by the people responsible for the outcome.
That is the shift AthenaOS introduces: from organizing work around software to organizing software around the work. Tell Athena what you want to achieve. AthenaOS brings together the intelligence, applications, and actions to help move that ambition forward.
To explore how AthenaOS could support your business objectives, contact your Zeta representative or join the waitlist.
*AthenaOS and the products described here were announced this week and are not yet generally available. AthenaOS is expected to enter beta later this year, with general availability planned for the first half of 2027. Additional capabilities will roll out over time. Timing and features are subject to change.
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