Record breaking platform performance during the holiday shopping weekend signals a major turning point for enterprise marketing automation, as Zeta AI Agents powered dramatic increases in activation speed and campaign scale for major brands. Zeta Global, listed on the NYSE under the ticker ZETA, announced that usage of its AI Marketing Cloud surged 153 percent year over year during the Thanksgiving through Cyber Monday period. The company also reported that AI agent activity grew twenty five times compared with the previous year while maintaining uninterrupted platform uptime at one hundred percent. The results demonstrate rapid adoption of Zeta agent driven automation as enterprise teams looked to execute high stakes seasonal campaigns with greater precision and reduced operational overhead.
The gains highlight the rising influence of autonomous AI in marketing workflows during peak retail cycles. Brands using Zeta AI Agents across categories including Audience, Campaign, and QA reported eighty seven percent time savings on repetitive operational tasks. That efficiency enabled faster movement from insights to activation and improved the quality and responsiveness of peak volume execution. The update reinforces that AI is moving beyond experimental support roles into full scale orchestration of enterprise marketing decisions and actions.
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“Holiday 2025 is an inflection point for the industry. AI is not just assisting marketers, it is running the playbook,” said David A. Steinberg, Co Founder, Chairman, and CEO of Zeta Global. “The future of marketing has AI at the center, not the edges, and it demands platforms with AI at the core, not bolted on. As we roll out our technology to Marigold enterprise customers, they will experience what our customers already know. We make AI powered marketing easy to adopt and obvious to scale, so brands can move faster, spend smarter, and win the moments that matter most.”
The record setting performance period also marks the first major stress test following Zeta’s acquisition of Marigold’s enterprise software business on November 24 2025. The transaction brought expanded enterprise reach and broader data resources onto the Zeta platform, contributing to increased demand heading into the competitive holiday season. With customer expectations for speed and relevance intensifying, the combination of Zeta intelligence with Marigold scale offers new acceleration paths for large brands navigating real time audience behavior shifts and multichannel volume spikes.
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The surge in usage of Zeta AI Agents underscores the broader transformation occurring across the marketing technology landscape, where enterprise organizations are moving to automation that eliminates manual processes and compresses decision cycles. As budgets become more accountable and marketers seek to connect actions directly to measurable outcomes, AI orchestration and system level autonomy are emerging as critical levers for competitive advantage.
Zeta’s strong holiday performance signals a shift that could reshape peak season execution in the years ahead. As enterprise demand for fully automated, insight driven campaign management grows, platforms built with AI at the core rather than added later are positioned to set the pace for speed, scale, and performance across the global marketing ecosystem.
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