Zeta Global launched a new AI-powered intelligent mobile solution, as well as an expanded roster of AI agents, at last week’s Zeta Live event in New York. These aim to make it easier for marketers to act on customer insights using data from all touchpoints, including mobile.
“Mobile is largely a disconnected channel for all organizations, and that’s problematic because you wind up with a channel-centric strategy,” Christian Monberg, Zeta Global’s CTO, told MarTech. “We want a customer-centric strategy.”
Intelligent mobile solution. The new solution for connected mobile experiences uses the Zeta ID to help brands track customers and prospects across every device and touchpoint. Merging mobile engagement data with additional signals and enrichment data in the Zeta Data Cloud, brands can predict behavior and send SMS, push notifications and in-app messages relevant to what customers are likely to do next.
Mobile behavioral data can also be added to customer profiles, letting brands segment based on this richer dataset. Not only can it be used for better mobile campaigns, it can also be applied cross-channel.
“We plugged mobile into our intelligence layer,” Monberg said. “The data behind mobile is compartmentalized…The identity and identifiers around mobile are stitched into a central identity graph [in Zeta Global’s platform]. If I want to target people where they are most likely to respond, for the average organization to do that, it’s gymnastics. In our platform, it’s literally a click of the button.”
AI agents. The consolidated mobile data in the intelligence layer can also be surfaced through Zeta Global’s evolving generative AI engine — the Zeta Opportunity Engine, or “ZOE.” In ZOE, brands can monitor mobile interactions in real-time and review AI-driven insights that inform how to adjust and improve campaign strategies.
Zeta AI Agents are integrated within the company’s marketing platform and use proprietary data and insights beyond the brand’s first-party data. Agents can be custom-built for specific functions and organizations. There’s even an AI agent to help marketers build AI agents.
Other agents include:
- Recency, Frequency and Monetary Reporting Agent: Automates reports and segments customers based on behavior.
- Audience Builder Agent: Creates detailed audience profiles and identifies key customer segments, helping marketers design better campaigns.
- Email QA Agent: Performs comprehensive testing on email campaigns.
- Insight Studio Agent: Supports conversational exploratory insights across the entire business, meaning marketers can leverage the AI Agent to quickly access data analysis, allowing them to focus on other tasks.
- Narrative Slide Agent: Transforms comprehensive reports and workflow screenshots into professional, customer-branded slides.
Why we care. It’s one thing for an AI agent to understand what a marketer is trying to do and help them do it faster. What makes the agent valuable is the data the AI can use for insights and recommendations.
“This is a paradigm shift in the market and we get to redefine how marketing works,” Monberg said. AI agents can cut down the time it takes to pull data, analyze it, put together a plan and a PowerPoint presentation explaining the plan. Monberg quoted a member of Zeta’s customer advisory board: “Generative AI is going to let marketers be marketers again.”
He admits this wave of genAI agents and applications is still in the early stages, but the possibilities are compelling.
Dig deeper: It’s the age of AI agents: See how marketers can build one
