Zeta Global to acquire Toronto AI firm Senso, terms undisclosed

Zeta Global to acquire Toronto AI firm Senso, terms undisclosed

5 October 2026: Zeta Global, the New York marketing technology company listed on the NYSE as ZETA, has agreed to acquire Senso, a Toronto company that works on how brands show up in answers from AI assistants. Zeta's announcement gives no price and no expected closing date, and says nothing about regulatory approvals.

Not yet independently verified. Neither source gives the price, the closing conditions or an expected closing date. The two sources agree on the deal itself. We will update this when it can be confirmed, and remove this note.

Senso is a Y Combinator company, in the winter 2024 batch according to BetaKit, and was founded in 2017. BetaKit reports it began by selling predictive intelligence tools to financial institutions for customer retention, then moved into generative engine optimization, or GEO: the practice of influencing how a brand is described by ChatGPT, Gemini, Claude and Google AI Overviews. In 2024 it unveiled a GEO tool aimed at credit unions. Zeta says Senso already powers the GEO offering that Zeta sells.

Zeta describes the purchase as bringing AI engineering talent in-house and deepening its connections to frontier AI models. It says the aim is to help enterprises understand which audiences AI systems reach and tie that to measurable business results. Senso co-founder and CEO Saroop Bharwani, who Zeta says has more than 20 years in regulated enterprises, joins Zeta along with the Senso team. BetaKit names Thomas Nelson as co-founder and CTO.

Both chief executives are quoted in the release. Zeta's David A. Steinberg frames the deal around the infrastructure that connects an enterprise's data to models. Bharwani says AI discovery is becoming a larger part of the customer journey but that visibility alone is not enough.

Neither company has said what happens to Senso's existing products, contracts or pricing after the deal closes.

Company profile on TrustList: Senso

Company profile on TrustList: Zeta Global

Sources

• Zeta Global: Zeta Global to acquire Senso, 5 October 2026
• BetaKit: Senso to be acquired by New York-based marketing platform Zeta Global, 7 October 2026