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What if your marketing stack could think with you and act for you? We sit down with Christian Monberg Chief Technology Officer & Head of Product from Zeta to unpack Athena, a super intelligent agent designed not as a chat add-on but as the operating system for modern marketing. Built on a consolidated data fabric and a supergraph grounded in identity, Athena translates insights into action—turning questions into live segments, optimizing campaigns for incremental lift, and giving teams software on demand without the usual tool sprawl.

We explore how Athena’s identity-first approach unlocks trustworthy measurement, why incremental gains at the margins drive real revenue, and how “impossible products” like Advisor run always-on strategies in the background. Christian shares a real beta story where natural-language analytics didn’t just produce a report—it generated targetable audiences ready to activate in one click. We also tackle the realities of enterprise adoption: pairing probabilistic agents with deterministic governance, standards like MCP that help agents talk to services, and the cultural shift from skeptical pilots to production-scale trust.

From replatforming and consolidation to generative UI and on-demand app creation, this conversation charts a path from channel-centric silos to true consumer-centric engagement. Expect practical insights on cutting onboarding time with agent-driven migrations, simulating strategies before you spend, and building the measurement rigor that proves impact. If you’re ready to move at the speed of business, reduce total cost of ownership, and give your team more room to experiment, this one delivers the blueprint.

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