Zeta Global launched a brand new AI-powered intelligent mobile solution, in addition to an expanded roster of AI agents, finally 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 essentially a disconnected channel for all organizations, and that’s problematic since you wind up with a channel-centric strategy,” Christian Monberg, Zeta Global’s CTO, told MarTech. “We desire a customer-centric strategy.”
Intelligent mobile solution. The latest solution for connected mobile experiences uses the Zeta ID to assist brands track customers and prospects across every device and touchpoint. Merging mobile engagement data with additional signals and enrichment data within the Zeta Data Cloud, brands can predict behavior and send SMS, push notifications and in-app messages relevant to what customers are prone to do next.
Mobile behavioral data will also be added to customer profiles, letting brands segment based on this richer dataset. Not only can or not it’s used for higher mobile campaigns, it could even 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 right into a central identity graph [in Zeta Global’s platform]. If I would like to focus on people where they’re almost definitely to reply, for the typical organization to do this, it’s gymnastics. In our platform, it’s literally a click of the button.”
AI agents. The consolidated mobile data within the intelligence layer will 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 you can adjust and improve campaign strategies.
Zeta AI Agents are integrated inside the company’s marketing platform and use proprietary data and insights beyond the brand’s first-party data. Agents will be custom-built for specific functions and organizations. There’s even an AI agent to assist marketers construct 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 higher campaigns.
- Email QA Agent: Performs comprehensive testing on email campaigns.
- Insight Studio Agent: Supports conversational exploratory insights across the complete business, meaning marketers can leverage the AI Agent to quickly access data evaluation, allowing them to deal with other tasks.
- Narrative Slide Agent: Transforms comprehensive reports and workflow screenshots into skilled, customer-branded slides.
Why we care. It’s one thing for an AI agent to grasp what a marketer is attempting to do and help them do it faster. What makes the agent invaluable is the info the AI can use for insights and recommendations.
“This is a paradigm shift out there and we get to redefine how marketing works,” Monberg said. AI agents can cut down the time it takes to drag 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 goes to let marketers be marketers again.”
He admits this wave of genAI agents and applications continues to be within the early stages, but the probabilities are compelling.
Dig deeper: It’s the age of AI agents: See how marketers can construct one
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