How OpenAI's Athena Program Powers Self-Service Analytics in Marketing

This talk explores how one organization is using OpenAI's capabilities through the Athena pilot program to build context across the enterprise and deliver faster insights for marketing teams.

■ Athena Program and Enterprise Context
- What the Athena pilot program is and how the partnership with OpenAI was established
- How Athena builds organizational context using a new marketing campaign as an example
- How enriched context lets marketers and email marketers ask questions directly about campaign performance
■ Customer Value and Self-Service Analytics
- How the approach helps customers recognize value faster without waiting on custom dashboards or metrics
- Self-service analytics capabilities made available through Figma
■ Future Explorations
- Proactive analytics that surface insights before a question is even asked

This is useful for marketing analysts, marketing managers, and data professionals evaluating how generative AI can be applied in real business workflows. Viewers will gain an understanding of where AI-driven analytics can fit into their own operations and can consider which questions their teams could answer more quickly.