Palantir and Zeta Global Announce Strategic Partnership to Build a Unified Data and AI Infrastructure for the Future of Marketing, with Athena by Zeta™ at the Center
Zeta’s Data Cloud will be rearchitected on Palantir’s Foundry, making customer intelligence an enterprise asset within the same infrastructure that powers operational decision-making
Zeta Global (NYSE: ZETA), the AI Marketing Cloud, and Palantir Technologies (NASDAQ: PLTR), a global leader in artificial intelligence and data platforms, today announced a strategic partnership to build the enterprise AI infrastructure layer that connects operational intelligence, customer intelligence, and marketing execution. Together, Palantir and Zeta are combining AI infrastructure with Zeta’s intelligent decisioning and trusted data to bring a new standard of data-driven, agentic marketing to the enterprise.
Marketing is at the front lines of the AI revolution. The enterprises that will lead are the ones whose marketing infrastructure is built to operate in real time, with data they can trust and AI that can act.
The partnership pairs two complementary platforms in a deep technical integration. Palantir Foundry brings the ontology, governance, and operational infrastructure that enterprise data demands. Zeta’s Data Cloud will be rearchitected on Foundry, with Athena by Zeta™, Zeta’s AI-powered intelligence layer, turning that data into decisions and measurable outcomes at enterprise scale.
“Palantir and Zeta are using Ontology to create a next generation marketing environment, giving Zeta all the advantages of AI while protecting against many of the known dangers,” said Alex Karp, co-founder and CEO of Palantir Technologies. “Bringing together containerized architecture and AI in the context of marketing will transform this industry.”
“Palantir has built the infrastructure the world’s most sophisticated institutions run on, and Zeta has built the intelligence infrastructure that powers how enterprises acquire, grow, and retain customers. Together, we are bringing AI-powered marketing to those same organizations on a platform they already trust,” said David A. Steinberg, Co-Founder, Chairman and CEO of Zeta Global. “The next generation of enterprise value creation will come from connecting operational intelligence with customer intelligence. We believe this partnership can drive more than $100 million in annual revenue to Zeta in the coming years and help define what winning looks like in the agentic era.”
Athena is becoming the operating system for agentic marketing — the intelligence layer where opportunities, decisions, and outcomes converge. With Zeta’s Data Cloud rearchitected on Foundry, Athena will be able to draw on richer, more expansive enterprise data and act on it in real time, giving marketers the precision, speed, and accountability the agentic era demands.
For large enterprises where data trust is non-negotiable, both Palantir and Zeta operate to the security, governance, and compliance standards their businesses are built on.
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