Clay
Data enrichment and go-to-market platform that combines many data providers with AI research agents.
What is Clay?
Clay is a go-to-market data platform that helps teams find, enrich and act on prospect data. It pulls from many data providers in one spreadsheet-like interface and includes Claygent, an AI agent that researches companies and people on the web. Sales, marketing and growth teams use it to build highly targeted outbound lists.
Clay works like a spreadsheet where each column can call a data source, an AI model or an automation. You start with a list of companies or people, then add columns to find emails, company details, technologies used, hiring signals and more.
A signature feature is waterfall enrichment: Clay tries several data providers in sequence until it finds a result, which can improve coverage compared with relying on one database. Credits are used as columns run.
Claygent is Clay's AI research agent. You can ask it questions about each row, such as "does this company sell to healthcare?" or "find their pricing page", and it searches the web to fill in the answer. You can also use AI to write personalized lines for outreach.
Clay integrates with CRMs and outreach tools, so enriched data and messages can flow into the systems your team already uses. It is powerful but has a learning curve, and many teams build specialized workflows over time.
Key features of Clay
- Waterfall enrichment: Query multiple data providers in sequence to find emails and firmographic data.
- Claygent AI research: An AI agent that researches each company or person on the web.
- Spreadsheet-style tables: Build workflows column by column with data, AI and logic.
- AI personalization: Generate personalized messaging snippets from enriched data.
- Signals and triggers: Track events like job changes or hiring to time outreach.
- CRM and outreach integrations: Send data to CRMs and sequencing tools automatically.
What you can use Clay for
- Building targeted outbound prospect lists
- Enriching inbound leads before routing
- Researching accounts with AI at scale
- Personalizing cold emails with relevant details
- Cleaning and updating CRM records
Pros and considerations
Strengths
- Access to many data providers in one tool
- Very flexible workflow building
- Claygent automates repetitive research
- Free plan to learn the platform
Things to check
- Learning curve is steep for complex workflows.
- Credits can be consumed quickly with large tables or waterfalls.
- Data accuracy varies by provider, so validate before sending.
- Follow email and data protection rules in the regions you target.
Clay pricing
Freemium. Clay has a free plan and paid plans based on credits and features, so check the official site for current pricing.
Who Clay is best for
Sales, growth and RevOps teams that want flexible, AI-assisted prospect research and data enrichment.
Independent listing by AI Agent Help, last reviewed October 2026. Features and pricing change; check the official website for the latest details. Spot something out of date? Tell us.
Frequently asked questions
What is Claygent?
Claygent is Clay's AI research agent. It answers questions about each row in your table by searching the web, such as finding a company's pricing model or recent news.
Is Clay free?
Clay has a free plan with limited credits. Paid plans add more credits and features. Check the official site for current pricing.
What is waterfall enrichment in Clay?
It means Clay checks several data providers in order until one returns a result, which can improve the chance of finding contact or company data.