Zeta Global has joined the AI Agent fray, unveiling a suite of generative AI tools designed to enhance marketing operations. The new AI Agent Studio offering allows users to select, activate, and link both prebuilt and custom AI agents to execute complex marketing tasks.

The suite includes Agentic Workflows, currently available in beta, which enables marketers to orchestrate interconnected AI agents for task automation. Zeta Global claims that Agentic Workflows can "increase productivity, personalization, performance, and campaign scaling." The company highlights that the workflows can automate tasks such as programmatic media optimisation, customer journey optimisation, campaign creation, and data onboarding.

"Zeta has long been at the forefront of AI-powered marketing, relentlessly focused on making AI truly actionable," said David A. Steinberg, Co-Founder, Chairman, and CEO of Zeta Global, noting 126 brands adopted the Zeta's Data Cloud AI technology in its first year.

"While AI adoption is still in its early stages, we're already seeing a meaningful impact, with Zeta's consumption revenue increasing over 40% in 2024-a significant acceleration from 2023. With this launch, which combines strategic intelligence with autonomous execution, Zeta is giving businesses the ability to move faster, make smarter decisions, and scale growth like never before," Steinberg said.

The Zeta Marketing Platform, which underpins the new AI tools, offers a framework for building custom AI agents and includes a library of prebuilt AI agents. This platform aims to provide marketers with the tools necessary to move beyond siloed AI tools to interconnected systems that work autonomously.

Christian Monberg, Chief Technology Officer and Head of Product of Zeta Global, commented on the significance of the launch, saying, "We are still in the early innings of generative AI, but today's launch of Agentic Workflows marks a turning point for the industry.

"Zeta has spent years pioneering AI in marketing and refining our architecture to enable true transformation. Agentic Workflows allows marketers to move beyond siloed AI tools to interconnected systems that work autonomously, unlocking a new era of efficiency and effectiveness."

The introduction of AI Agent Studio is part of Zeta Global's ongoing efforts to integrate AI into marketing strategies.