Zeta Global has announced an agreement to acquire Senso, a company founded by Y Combinator that uses AI engineering and its technology for powering Zeta’s GEO product. It is expected that with this move, Senso’s technology and expertise in AI engineering would be brought within Zeta while also improving Zeta’s connection to frontier models and enabling intelligent AI infrastructure capabilities. Senso is expected to assist Zeta in enhancing its AI trust and discoverability with AI assistants being increasingly used to find brands from platforms such as ChatGPT, Gemini, Claude and Google AI Overviews. In combination with Zeta Data Cloud, Senso is expected to help companies enhance the way in which their brands get discovered via AI assistants. “Models are increasingly ubiquitous, but what creates an advantage is the infrastructure that connects an enterprise’s data and context to those models, turns the result into action, and turns action into business impact. That is where Zeta plays,” said David A. Steinberg, Co-Founder, Chairman and CEO of Zeta Global.
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“Senso will bring AI engineering talent and deeper connectivity to the frontier models and personal agents shaping how customers discover brands. The acquisition is an important move in its own right and separate from the announcements we will make at Zeta Live 2026.” Senso Co-Founder and CEO Saroop Bharwani and his team will join Zeta, bringing expertise in AI research and enterprise applications. Bharwani added, “Senso was founded on the simple principle of making AI more useful in the real world, not more conversational. AI discovery is becoming an increasingly important part of the customer journey, but visibility alone is not enough. Together with Zeta, we can combine Senso’s AI capabilities with Zeta’s proprietary data and customer intelligence to help businesses understand who AI is reaching, improve how they appear in AI-generated answers and connect those insights to measurable outcomes.”
