Zeta Global Holdings Corp. (NYSE: ZETA) stock rose more than 5% in Friday's premarket trading after Goldman Sachs upgraded the stock from Neutral to Buy and raised its price forecast from $30 to $45.

Goldman Sachs analyst Callie Valenti issued the upgrade Friday, adding to a wave of positive analyst actions following the company's Zeta Live 2026 event on Oct. 8.

Zeta, an AI-powered marketing technology company, has attracted growing Wall Street interest as it expands its artificial intelligence capabilities through new products and acquisitions.

Wall Street Turns More Bullish On Zeta

Analysts have become increasingly optimistic about Zeta's AI strategy and growth prospects. The stock carries a consensus Buy rating and an average price forecast of $38.38. Recent analyst actions include:

• Goldman Sachs: Upgraded Zeta from Neutral to Buy and raised its price forecast from $30 to $45 on Oct. 16.
• Roth Capital: Reiterated its Buy rating and raised its price forecast from $44 to $55 on Oct. 12.
• Truist Securities: Maintained its Buy rating and increased its price forecast from $30 to $38 on Oct. 9.
• RBC Capital Markets: Reiterated its Outperform rating and maintained its $40 price forecast on Oct. 9.

Zeta Unveils New AI Technology

The positive analyst sentiment follows the company's Zeta Live 2026 event on Oct. 8, where the company introduced AthenaOS, its new enterprise intelligence operating system.

AthenaOS aims to turn data-driven insights into automated actions. The platform is designed to help businesses make faster decisions, improve efficiency and automate complex workflows.

Zeta also unveiled Athena MCP, a headless solution that allows businesses to integrate Zeta's intelligence into their existing applications, AI agents and workflows.

The company introduced its Athena Inference Model, developed with Fireworks using NVIDIA Corporation (NASDAQ: NVDA) Nemotron models. The technology supports industry-specific enterprise AI applications.

Zeta also plans to develop a specialized AIM chip through a partnership, using a capital-light strategy to limit investment requirements.

Acquisitions Strengthen Zeta's AI Infrastructure

Zeta has also accelerated its AI expansion through two recent acquisitions.

Last week, the company acquired Digital Audience, a data infrastructure company, to strengthen its intelligent AI capabilities.

The deal adds data and AI engineers while expanding Zeta's ability to deliver customer intelligence and marketing solutions.

CEO David A. Steinberg said the acquisition should help businesses use customer data more effectively and improve returns on marketing spending.

The acquisition also expands Zeta's European presence and adds established enterprise relationships across the region.

Earlier, on Oct. 5, Zeta acquired Senso, a Y Combinator-backed AI engineering company. That acquisition strengthened the company's AI trust and discoverability tools.

Together, the acquisitions and new product launches highlight Zeta's push to build a broader AI infrastructure platform as businesses increase their adoption of automated marketing and decision-making tools.

ZETA Price Action: Zeta Global Holdings shares were up 5.51% at $35.40 during premarket trading on Friday. The stock is trading at a new 52-week high, according to market data.