# Data enrichment: what AI models recommend, September 2026

GTM AI Recommendation Index, September 2026 Edition. Asked as "B2B data enrichment tool" and as "lead and account enrichment service", six framings each, to twelve models with search on, on behalf of a mid-market B2B company. Page: https://gtm-ai-index.com/gtm-data/data-enrichment/

**Standing:** Apollo.io leads with 70% of first choices; verdict clear leader. 46 first choices across the direct, paraphrase, budget and scale prompts.

## First-choice share

| # | Product | Share | Negative rate | Labels |
|---|---|---|---|---|
| 1 | Apollo.io | 70% | 19% | 64 |
| 2 | Clay | 9% | 20% | 41 |
| 3 | Amplemarket | 7% | 10% | 21 |
| 4 | Cognism | 4% | 18% | 50 |
| 5 | Cleanlist | 4% | 0% | 20 |
| 6 | Snov.io | 2% | 0% | 15 |
| 7 | ZoomInfo | 2% | 56% | 52 |
| 8 | HubSpot Breeze Intelligence | 0% | 7% | 28 |
| 9 | UpLead | 0% | 0% | 20 |
| 10 | Lusha | 0% | 21% | 38 |

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

- Claude Haiku 4.5: Amplemarket, Apollo.io, Cognism
- GPT-5.4 mini: Apollo.io; alternatives Clearbit/HubSpot-native enrichment, Cognism
- Gemini 3.5 Flash: Apollo.io, Clay; alternatives Cognism, HubSpot Breeze Intelligence
- Perplexity Sonar: Apollo.io; alternatives Clay, Cognism, UpLead, ZoomInfo
- Grok 4.1 Fast: Apollo.io; alternatives Clay, Cleanlist, UpLead
- Mistral Small: Apollo.io; alternatives Cleanlist, UpLead
- DeepSeek V4 Flash: Cleanlist; alternatives Apollo.io, Clay, Snov.io, UpLead
- Llama 4 Maverick: no first choice
- Qwen 3.7 Flash: Apollo.io; alternatives Cognism, HubSpot Breeze Intelligence, UpLead
- Kimi K2: Apollo.io; alternatives Cleanlist, Cognism, UpLead
- GLM 4.7 FlashX: Apollo.io; alternatives Clay, Cognism, Lusha, UpLead
- MiniMax M2.5: Apollo.io, Cleanlist; alternatives Amplemarket, Cognism, ZoomInfo

## Sources the answers cite

21 of 72 answers came back with a source list, from 4 of 12 models. Sites named in the most answers:

- snov.io: 11 answers, 11 citations
- cleanlist.ai: 8 answers, 11 citations
- salesmotion.io: 7 answers, 9 citations
- amplemarket.com: 7 answers, 7 citations
- salesgenie.com: 7 answers, 7 citations
- smarte.pro: 7 answers, 7 citations
- demandbase.com: 6 answers, 6 citations
- cognism.com: 5 answers, 6 citations

Pages named in the most answers:

- https://snov.io/blog/data-enrichment-tools (11 answers)
- https://amplemarket.com/blog/best-b2b-data-enrichment-tools (7 answers)
- https://salesgenie.com/blog/best-b2b-data-enrichment-tools (7 answers)
- https://smarte.pro/blog/b2b-data-enrichment (7 answers)
- https://cleanlist.ai/blog/15-best-b2b-data-enrichment-providers-in-2025-ranked (6 answers)
- https://demandbase.com/blog/b2b-data-enrichment-tools (6 answers)
- https://cleanlist.ai/blog/2026-03-31-best-data-enrichment-tools-2026 (5 answers)
- https://knock-ai.com/blog/data-enrichment-tools (5 answers)
- https://salesmotion.io/blog/best-b2b-data-enrichment-tools (5 answers)
- https://bookyourdata.com/blog/data-enrichment-tools (4 answers)

## Warned against

- ZoomInfo: 29 of 52 labels negative. "The tools I'd most strongly caution against are ... ZoomInfo (expensive + aggressive auto-renewal + stale non-US data)" (DeepSeek V4 Flash, negative prompt)
- Apollo.io: 12 of 64 labels negative. "Tools with Significant Data Quality Issues ... Bounce rates of 20-35% reported by multiple users, even for emails labeled "verified"" (MiniMax M2.5, negative prompt)
- Cognism: 9 of 50 labels negative. "Data quality gaps outside the "Diamond Data" verified subset; Limited US coverage" (MiniMax M2.5, negative prompt)
- Lusha: 8 of 38 labels negative. "3. Lusha Why to avoid: - Fined 2 million euros by Italian Data Protection Authority" (Mistral Small, negative prompt)

## Record

- Method: https://gtm-ai-index.com/methodology/
- Raw judge labels and full responses: https://gtm-ai-index.com/data/
- License: CC BY 4.0. Cite as GTM AI Recommendation Index, September 2026 Edition, gtm-ai-index.com.