# Data enrichment: what AI models recommend, November 2026

Gane Index, November 2026 Edition. Asked as "B2B data enrichment tool" and as "lead and account enrichment service", six framings each, to fourteen models with search on, on behalf of a mid-market B2B company. Page: https://www.gane.ai/index/gtm/gtm-data/data-enrichment

**Standing:** Apollo.io leads with 63% of first choices; verdict clear leader. 51 first choices across the direct, paraphrase, budget and scale prompts.

## First-choice share

| Rank | Product | Share | Negative rate | Labels |
|---|---|---|---|---|
| 1 | [Apollo.io](https://www.gane.ai/index/gtm/vendors/apollo-io/index.md) | 63% | 17% | 75 |
| 2 | [Clay](https://www.gane.ai/index/gtm/vendors/clay/index.md) | 27% | 20% | 56 |
| 3 | [HubSpot Breeze Intelligence](https://www.gane.ai/index/gtm/vendors/hubspot-breeze-intelligence/index.md) | 2% | 10% | 48 |
| 5 | [ZoomInfo](https://www.gane.ai/index/gtm/vendors/zoominfo/index.md) | 2% | 42% | 57 |
| 8 | [Cognism](https://www.gane.ai/index/gtm/vendors/cognism/index.md) | 0% | 13% | 53 |
| 9 | [Lusha](https://www.gane.ai/index/gtm/vendors/lusha/index.md) | 0% | 21% | 39 |
| 10 | [Hunter](https://www.gane.ai/index/gtm/vendors/hunter/index.md) | 0% | 5% | 20 |
| 11 | [People Data Labs](https://www.gane.ai/index/gtm/vendors/people-data-labs/index.md) | 0% | 13% | 15 |
| 78 | [Seamless.AI](https://www.gane.ai/index/gtm/vendors/seamless-ai/index.md) | 0% | 45% | 11 |

Rank is by share of first choices among all 78 products named; products with the same share are tied, and the order among them carries no meaning. The table lists those with at least 10 labels.

## Each model's first choice on the direct prompt

- Claude Haiku 4.5: Apollo.io; alternatives Cognism, ZoomInfo
- GPT-5.4 mini: Apollo.io; alternatives Cognism, HubSpot Breeze Intelligence, HubSpot-native enrichment, People Data Labs
- Gemini 3.5 Flash: Clay; alternatives Apollo.io, Cognism, HubSpot Breeze Intelligence
- Perplexity Sonar: Clay; alternatives Apollo.io, Cognism, HubSpot Breeze Intelligence
- Grok 4.20: Clay; alternatives Apollo.io, Cognism
- Mistral Small: Apollo.io, Clay; alternatives Cognism, HubSpot Breeze Intelligence
- DeepSeek V4 Flash: Apollo.io, Clay; alternatives Cognism, HubSpot Breeze Intelligence, ZoomInfo
- Llama 4 Maverick: Clay; alternatives Apollo.io, Cognism, HubSpot Breeze Intelligence, ZoomInfo
- Qwen 3.7 Flash: Apollo.io; alternatives Clay, Cognism, HubSpot Breeze Intelligence, Kaspr
- Kimi K2: Apollo.io; alternatives Clay, Cognism, UpLead
- GLM 4.7 FlashX: Clay; alternatives Apollo.io, Cognism, HubSpot Breeze Intelligence, ZoomInfo
- MiniMax M2.5: Apollo.io; alternatives HubSpot Breeze Intelligence, ZoomInfo
- GPT-6 Luna: Clay; alternatives Apollo.io, HubSpot-native enrichment
- Muse Glimmer 30B: Apollo.io; alternatives Clay, HubSpot Breeze Intelligence, ZoomInfo

## Sources the answers cite

71 of 84 answers came back with a source list, from 14 of 14 models. Sites named in the most answers:

- coffee.ai: 26 answers, 33 citations
- unifygtm.com: 19 answers, 24 citations
- demandbase.com: 17 answers, 18 citations
- lemlist.com: 16 answers, 16 citations
- grouglobal.com: 14 answers, 16 citations
- prospeo.io: 14 answers, 15 citations
- salespanel.io: 14 answers, 14 citations
- apollo.io: 13 answers, 15 citations

Pages named in the most answers:

- https://demandbase.com/blog/b2b-data-enrichment-tools (17 answers)
- https://lemlist.com/blog/data-enrichment-tools (16 answers)
- https://salespanel.io/resources/data-enrichment-tools (13 answers)
- https://snov.io/blog/data-enrichment-tools (13 answers)
- https://coffee.ai/articles/best-b2b-enrichment-tools-2026 (12 answers)
- https://grouglobal.com/blog/best-lead-enrichment-tools (12 answers)
- https://predictleads.com/blog/b2b-lead-enrichment-tools-compared (12 answers)
- https://miniloop.ai/blog/b2b-data-enrichment (11 answers)
- https://unifygtm.com/explore/best-b2b-data-enrichment-platforms-sales-teams (11 answers)
- https://amplemarket.com/blog/best-b2b-data-enrichment-tools (10 answers)

## Warned against

- Apollo.io: 13 of 75 labels negative. "Widespread reports of inaccurate/outdated contact data ... BBB complaints about unauthorized distribution of personal phone numbers" (Grok 4.20, negative prompt)
- ZoomInfo: 24 of 57 labels negative. "High volume of BBB complaints ... Multiple lawsuits ... Reviews criticize inaccurate data, poor usability, long contracts, high costs" (Grok 4.20, negative prompt)
- Clay: 11 of 56 labels negative. "Avoid ZoomInfo ($15K+/year), Clay ($167–185+/month)" (DeepSeek V4 Flash, budget prompt)
- Cognism: 7 of 53 labels negative. "Avoid enterprise-heavy tools like ZoomInfo ($15K+/yr), Cognism (quote-based, high for non-EU focus)" (Grok 4.20, budget prompt)

## Movement since October 2026

Floor: 11 points of share, measured on the calibration repeat.
Same leader: Apollo.io at 63%.

- Clay: 6% to 27%, +21. Cleared the floor by 10 points · rank 2 of 78, unchanged.
- Apollo.io: 73% to 63%, −10. Inside the floor by 1 point · rank 1 of 78, unchanged.
- ZoomInfo: 6% to 2%, −4. Inside the floor by 7 points · rank 3 → 5 of 78.
- HubSpot Breeze Intelligence: 4% to 2%, −2. Inside the floor by 9 points · rank 4 → 3 of 78.
- Cognism: 2% to 0%, −2. Inside the floor by 9 points · rank 5 → 8 of 78.
- Lusha: 2% to 0%, −2. Inside the floor by 9 points · rank 6 → 9 of 78.
- Hunter: 2% to 0%, −2. Inside the floor by 9 points · rank 7 → 10 of 78.
- UpLead: 2% to 0%, −2. Inside the floor by 9 points · rank 8 → 12 of 78.
- Snov.io: 2% to 2%, ±0. Inside the floor by 11 points · rank 9 → 4 of 78.
- People Data Labs: 0% to 0%, ±0. Inside the floor by 11 points · rank 12 → 11 of 78.
- 6sense: 0% to 0%, ±0. Inside the floor by 11 points · rank 13 of 78, unchanged.
- Demandbase: 0% to 0%, ±0. Inside the floor by 11 points · rank 10 → 14 of 78.

## Record

- Method: https://www.gane.ai/index/gtm/methodology
- License: CC BY 4.0. Cite as Gane Index, November 2026 Edition, www.gane.ai/index/gtm.