New York's Zeta Global Acquires Toronto AI Startup Senso
AI-generated image · Bay Street Wire
The deal brings generative engine optimization technology and AI engineering talent in-house for the marketing platform.
New York-based marketing platform Zeta Global has reached an agreement to acquire Toronto-based Senso, according to reporting from BetaKit.
The acquisition focuses on bolstering Zeta Global's generative engine optimization (GEO) capabilities. Senso's technology had previously been powering Zeta's GEO offerings, and the deal brings both that tech and the Senso team—including CEO and co-founder Saroop Bharwani—in-house. Zeta Global stated the move will enhance its AI trust and discoverability services as brands seek to improve their visibility within AI platforms such as Gemini, Claude, ChatGPT, and Google AI overviews.
Saroop Bharwani stated that the partnership allows Senso's AI capabilities to merge with Zeta Global's customer intelligence and proprietary data to help businesses track AI reach and connect insights to measurable outcomes.
Founded in 2017 by Bharwani and CTO Thomas Nelson, Senso originally developed predictive intelligence tools for credit unions and other financial institutions to aid customer retention. After joining the Y Combinator accelerator in 2024, the startup launched a GEO tool designed to help credit unions evaluate and improve their presence on AI-powered search platforms. Bharwani noted in a LinkedIn post that he was uncertain if the company would survive by 2022.
The shift toward GEO reflects a broader change in consumer behavior. BetaKit cites a study by SEO agency Eight Oh Two showing that 47 percent of consumers use AI to assist in purchase decisions, while 37 percent use AI tools to start web searches over traditional engines.
Zeta Global did not disclose the purchase price.