Zeta Global to acquire AI engineering firm Senso

Zeta Global has entered into a definitive agreement to acquire Senso, a Y Combinator-backed AI engineering firm. The acquisition is intended to bring Senso’s technology in-house and add specialized engineering talent to Zeta’s operations.

Senso’s technology currently supports Zeta’s Generative Engine Optimization (GEO) offering, which helps brands manage and understand their visibility within AI-generated responses. By integrating Senso’s capabilities with the Zeta Data Cloud, the company aims to improve how brands appear across major AI platforms, including ChatGPT, Gemini, Claude, and Google AI Overviews.

Beyond visibility, Zeta plans to use the technology to help enterprises connect AI-generated insights with customer intelligence and marketing activation. Senso co-founder and CEO Saroop Bharwani and his team will join Zeta following the close of the acquisition.