Written by Jordan French
This article has been originally published on Smartech Daily and republished at Dataconomy with permission.
The agency world is undergoing a transformation — and it’s powered by data. Zen Media has announced the $10 million acquisition of Optimum7, a Miami-based eCommerce Development and Marketing Agency, in a move that creates what the companies are calling the first AI-native, outcome-driven growth agency.
A Data-Centric Merger
At first glance, this may look like another consolidation play. But underneath, the deal reflects a strategic shift toward data unification. Marketing and PR agencies have long struggled with fragmentation: disconnected PR campaigns, siloed SEO efforts, ad spend managed in isolation, and revenue operations treated as a back-office function.
By integrating Optimum7’s ecommerce and conversion optimization expertise with Zen Media’s AI-powered PR and communications, the combined entity is attempting to build a closed-loop data system where every brand investment can be tied to buyer behavior.
“Clients no longer need to stitch together disconnected vendors,” said Duran Inci, founder of Optimum7 and now CEO of Zen Media. “We’ve eliminated the gap between visibility and ROI by building an AI-native growth platform. As a B2B digital marketing agency, our focus is on driving measurable outcomes that are fast, intelligent, and directly tied to growth.”
What AI-Native Actually Means
The agency is not just layering AI tools onto existing processes. Instead, the model is designed with AI at the core of its architecture:
- Generative SEO & Answer Engine Optimization (AEO): Content structured to appear in AI Overviews, conversational search, and LLM outputs.
- Predictive Paid Media: Algorithm-aware forecasting that adjusts spend and creative dynamically.
- Attribution Modeling: Closed-loop analytics connecting visibility signals to revenue outcomes.
- AI-Enhanced PR: Communications optimized simultaneously for human audiences and machine parsing.
This integration relies on treating each campaign element — content, ads, UX flows, conversions — as data nodes in a unified system.
Why It Matters
For data professionals, the acquisition is significant for three reasons:
- Generative search changes the visibility equation. Brands need to be optimized not just for Google, but for ChatGPT, Perplexity, and other LLM-driven interfaces.
- Data integration beats channel optimization. The agency model is shifting from optimizing silos to orchestrating entire ecosystems through shared data.
- Productization requires metrics. By offering modular, productized services, Zen Media is committing to outcome-based KPIs — something only possible with robust analytics and attribution.
Leadership Realignment
The deal also comes with a leadership shift. Inci takes over as CEO, while Shama Hyder, Zen Media’s founder, transitions to Chief Visionary Officer. Hyder framed the move as more than expansion: “We’re not just evolving an agency, we’re creating a new category.”
Looking Ahead
Zen Media has hinted at a suite of proprietary AI visibility tools in stealth mode, potentially designed not just for brands but for other agencies seeking to operationalize AI. If successful, this positions the company as a hybrid — both an agency and a data infrastructure provider.
For Dataconomy’s audience, the key takeaway is this: the future of agencies won’t hinge on creative flair alone. It will depend on data pipelines, attribution accuracy, and AI-native architectures that connect visibility directly to measurable outcomes.
