Marketing technology firm Zeta Global Holdings Corp. today announced that its customers can now select and activate prebuilt artificial intelligence agents, create custom agents and link them together to execute complex marketing tasks.

The AI Agent Studio uses generative AI tools to streamline the process of building and managing agents, a type of software that makes decisions and completes tasks with little or no human oversight.

Zeta operates a marketing cloud and customer lifecycle management services based on proprietary data it gathers from various sources. It began rolling out generative AI agents in 2023 and claims to have more than 500 built into its marketing platform.

Zeta’s Agentic Workflows provide a library of prebuilt and customizable AI workflows for tasks such as building audience profiles, generating marketing campaigns and personalizing content. “We pride ourselves on being a product-led company, and that’s embedded in our intelligence,” said Christian Monberg, chief technology officer and head of product. Zeta mostly focuses on enterprises and agencies that sell to consumers. The company claims to have about 40 Fortune 100 companies as customers.

The generative AI agents can be tailored to meet specific business needs and combined into workflows that perform tasks such as segmenting audiences, planning media buys, generating real-time bidding strategies and monitoring campaign performance. They can identify points at which customer engagement  drops off and and recommend re-engagement strategies. Agents can also execute A/B tests, define target audiences, forecast campaign performance, generate creative briefs and automate billing processes.

“Becoming an expert in a marketing data set can be arduous because there are thousands of elements,” Monberg said. “Customers will spend months on data quality. This is something we can now do in seconds.” He said using agents internally for data onboarding, “saves us hundreds of hours a month.”

Monberg stressed that agents are designed to show their work. “Models are often not very well understood by marketers,” he said. “With AI Studio we can explain what a model is doing and why. Marketing models need to be heavily governed.”

Zeta is the latest in a long line of companies that are rolling out agent studio features, including Oracle Corp., Zoho Corp., Cisco Systems Inc. and Microsoft Corp. AI Agent Studio is currently available in beta test mode.

Image: SiliconANGLE/Meta AI