Clay (AI)
by Clay Inc.
AI-powered data enrichment and outreach automation for GTM teams.
Score
Score
Our verdict
Clay is a data enrichment and outreach automation platform that connects 75+ data providers (LinkedIn, Clearbit, Apollo, etc.) into a spreadsheet-like interface for building targeted lead lists with AI-generated personalized messaging. Best for growth and RevOps teams. The main caveat is a steep learning curve and credit-based pricing.
Overview
Screenshot
Score breakdown
Overall score
Scores are editorial assessments by the Compare Best AI team on a 0–10 scale.
Expert review
CBAI Editorial Team
Compare Best AI · Editorial Team
Clay's power lies in aggregating data from 75+ providers — pull company info, contact details, technographics, and funding data from multiple sources, then use AI to craft personalized outreach based on that data. The spreadsheet interface makes it flexible but requires time to master.
How we tested
Days tested
14 days
Tasks evaluated
- ·Data enrichment accuracy
- ·Multi-source aggregation
- ·AI personalization quality
- ·CRM integration
- ·Workflow building
- ·Credit consumption
Method
Side-by-side with Apollo.io on identical lead enrichment
Reviewer
CBAI Editorial Team
Plans & pricing
Free
Trying data enrichment
- 100 credits/month
- Basic enrichment
- Spreadsheet workspace
- Very limited credits
Starter
Growing GTM teams
- 24,000 credits/month
- 75+ data sources
- AI personalization
- CRM push
- Team features
Explorer
Scaling outbound operations
- 120,000 credits/month
- Everything in Starter
- Advanced workflows
- Priority support
Pro
Enterprise GTM teams
- 600,000 credits/month
- Everything in Explorer
- Custom integrations
- Dedicated support
Pricing may vary by region. Always verify on the vendor's website.
Feature comparison
| Feature | Clay (AI) | Apollo.io | ZoomInfo |
|---|---|---|---|
| Data | |||
| 75+ data provider aggregation | |||
| Waterfall enrichment | |||
| AI | |||
| AI message personalization | |||
| Pricing | |||
| Free tier | |||
Is it right for you?
Good fit for
RevOps teams
Aggregate data from 75+ sources into enriched lead lists for targeted outbound campaigns.
Growth teams
AI-generated personalized messages based on multi-source prospect data increase response rates.
ABM teams
Account-level data enrichment with technographics and intent signals for account-based marketing.
Less suited for
Simple outreach needs
Apollo.io is simpler and cheaper for basic prospecting and outreach.
Non-technical users
The spreadsheet interface and workflow building have a significant learning curve.
Small budgets
Starting at $134/month for meaningful use; Apollo.io's free plan offers more accessible entry.
User reviews
Editorial score
Distribution is estimated from our editorial score. Verified user reviews coming soon.
Use cases
Typical ways teams rely on this tool — from everyday tasks to specialized workflows.
- Data Enrichment
- Lead Generation
- Personalized Outreach
- Account-Based Marketing
- RevOps Automation
Integrations
Reported connectors
Apps and services commonly connected out of the box or via official connectors.
- Salesforce
- HubSpot
- Apollo.io
- Clearbit
- ZoomInfo
- Zapier
- Slack
- Outreach
- Salesloft
- 75+ data providers
Details
Category
Price
- Free (100 credits)
- Starter $134/mo
- Explorer $314/mo
- Pro $720/mo
Free version
Best for
- Advanced lead research and enrichment
- AI-powered outbound list building
- Revenue ops workflow automation
Frequently asked questions
Clay (AI)
Marketing
Ready to get started?
Visit the Clay (AI) website to explore plans and start your free trial.
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