The new Signal & Noise episode with Ed See, “Marketing is Now Business Intelligence,” is here, recorded live at Zeta Live 2026 in New York City during Advertising Week. Watch (or listen): Marketing is Now Business Intelligence. Ed See on Signal & Noise at Zeta Live 2026

Ed See is Chief Growth Officer at Zeta Global, which he joined in 2025 after 30-plus years working with CMOs, including as a McKinsey Partner in Marketing and Sales and earlier as a Deloitte partner. He recently wrote for Adweek and Fortune on relevance and the 10x marketer.

What happens when marketing stops being a collection of channels, campaigns, and technologies, and starts becoming an intelligence function? Recorded live at Zeta Live 2026 in New York City, host Brett House sits down with Ed See, Chief Growth Officer at Zeta Global and a former McKinsey and Deloitte partner.

Marketers are responsible for creating profitable customers. That means moving beyond impressions, clicks, and ROAS toward four capabilities: recognizing a pocket of opportunity, reaching it, delivering something relevant, and measuring the result. Ed and Brett get into why identity and signals are foundational, why the opportunity is precision rather than personalization, and why preference now matters more than awareness.

They also take on a new audience for brands: AI agents sitting between consumers and the businesses trying to reach them. As Ed puts it, LLMs “think and do;” they don’t feel. Ed revisits his Deloitte research on “The Rise of the CMTO,” and they discuss why hyper-specialization may give way to broader marketing roles and how AI could break down organizational silos.

The conversation also covers AthenaOS, Zeta’s vision for an intelligence layer across enterprise data and AI, why proprietary context may become a company’s most important IP, data and AI sovereignty, and how agencies, tech companies, and brands may divide the work. They close on the big question: will AI kill us all, or unlock a new period of human progress?

This is our third Signal & Noise conversation with a Zeta Global executive, following Christian Monberg, Chief Technology Officer, at Cannes Lions, and Neej Gore, Chief Data Officer, at POSSIBLE.

Filmed live at Zeta Live, so watch the video if you can. Watch (or listen): Marketing is Now Business Intelligence. Ed See on Signal & Noise at Zeta Live 2026

Richy Glassberg is Co-Founder and CEO of SafeGuard Privacy. He helped build CNN.com’s commercial business, co-founded the IAB, and has worked across publishing, agencies, AdTech, and media.

AI agents can retrieve, combine, infer from, and act on enormous amounts of data, but having access to data doesn’t mean having the right to use it. When it comes to data privacy and consent, who sets the rules, and who is accountable when an AI system crosses the line?

In this episode, Richy, Brett, and Rio dig into data privacy, consent, and AI governance. They get into why AI is just software, so the rules on data use, discrimination, and consent already apply, and why the hard part is enforcing them at AI’s speed and scale.

They also cover why companies are responsible for privacy across their entire vendor chain, why today’s consent system, from cookie banners to privacy policies, is broken, and why an AI agent should never have more authority than the person it represents.

Watch (or listen): The Permission Layer: Who Told the AI It Could Do That? Richy Glassberg on Data Privacy, Consent, and AI Innovation