Your CRM is only as useful as the data in it - incomplete records, empty fields, and duplicates slow everyone down. Clarify keeps your data complete and clean three ways: automatic enrichment, AI fields, and duplicate merging. This playbook shows when to reach for each.
Enrichment fills in the basics automatically
Clarify enriches person and company records with data from external sources in the background - and enrichment doesn't use your credits. It runs automatically whenever a record is created or updated, as long as Clarify has something to match on:
People - an email address or LinkedIn handle
Companies - a domain name
Free accounts enrich from one data source; paid accounts draw on multiple sources to find the most complete data. On paid plans, advanced enrichment draws on a monthly allowance that's separate from your credits.
Track what matters with custom fields
Clarify's standard fields cover common CRM data, but every team tracks something different - lead score, contract tier, renewal date. Add custom fields to People, Companies, and Deals from the Fields button in any list toolbar. Creating, editing, or deleting a field applies workspace-wide; showing, hiding, or reordering fields is per-view.
Fill fields with AI
When the data you need isn't a simple lookup - "which competitors came up in recent calls," "is this an ICP fit" - use an AI field. You describe what the field should contain, and Clarify populates it from the record and its related meetings and emails.
Unlike enrichment, AI fields use credits:
3 credits per record without internet research (analyzing data already in Clarify)
30 credits per record with internet research (looking up public info like funding or headcount)
Test on the first 10 rows before running a field across every record.
Clean up duplicates
Duplicate records split your history across two entries. Clarify surfaces likely duplicates in the built-in Duplicate people and Duplicate companies lists. To merge, select two or more records in a list, click the merge icon, and choose a primary record - its values win any conflicts. You can also ask Rep to merge duplicates for you.
Merges are permanent - there's no undo, so review the field conflicts before you confirm.
Good to know
Enrichment is automatic and free; AI fields use credits. Merging duplicates - whether you do it yourself or ask Rep - doesn't.
AI fields read the 10 most recent related records and meeting summaries - not full transcripts, and not comments.
Deleting a custom field and merging records are both permanent.