Zeta Global is pushing its AI strategy into a new phase with the general availability today of Athena, positioning it as the foundation for what it calls a “superintelligent marketing” era. The pitch is less about new features and more about changing how marketing systems work. The company says Athena brings together data, identity and execution into a single environment so marketers can move more directly from insight to action. “The shift now is toward a fully customer-centric model, where every signal feeds a single intelligence layer,” Christian Monberg, Zeta Global’s CTO, told MarTech. ## Putting data, identity and activation together At the center of Athena is the Zeta ID, which connects customer interactions across devices and touchpoints into a unified identity graph. That includes signals from across channels, including mobile, web, email and more. All of that feeds into the Zeta Data Cloud, where behavioral, transactional and engagement data are combined and enriched.…