CDP Zeta Global has unveiled Athena, a “superintelligent” voice-activated interface that delivers instant answers, smarter decisions, and agentic actions throughout the Zeta platform. It activates a suite of agentic apps that can adapt to each user’s specific goals and styles. Early access will begin later this year, with a suite of agentic apps to follow in the first half of next year.

While the end of the headline might make you want to sing, adMarketplace is about how you shop. Its new AMP Discover tool uses vector-based intent matching to produce ads relevant to users’ searches in Aria, the Opera browser’s AI assistant. This closes a gap between AI searches and product sites, which is music to sellers’ ears.

Brands don’t want to send too many messages, so marketers have to choose which messages to send. CDP Hightouch’s new Smart Suppression feature makes this decision by predicting incremental lift from each message. Marketers can then suppress less effective messages based on percentile thresholds or probabilistic filtering.