A new user interface isn’t usually the most scintillating news, but in the world of adtech, a UI can make or break a company’s fortunes. Consider the huge aspirations The Trade Desk had with Kokai, and the way its delay and client complaints set back company revenue.

Zeta Global CEO David Steinberg is betting on “make” with the rollout of its new AI interface Athena, unveiled at its Zeta Live conference today. “Athena is the future of Zeta,” Steinberg told ADWEEK.

Athena, which is currently in internal beta and will be widely available early next year, is a ChatGPT-like interface that sits on top of the company’s core product, Zeta Marketing Platform.

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