Clay vs ZoomInfo:Which is more popular?
In September 2026, ZoomInfo had more branded searches than Clay among AI lead generation tools worldwide. ZoomInfo had about 201,000 branded searches, while Clay had 3,950. ZoomInfo made up 31% of all AI lead generation tool searches we track, and Clay accounted for 0.61%. When we asked ChatGPT and Google AI Overviews about AI lead generation tools, Clay and ZoomInfo each appeared in four of the five answers. Clay was mentioned before ZoomInfo in four out of five answers.
Who do people search for more?
ZoomInfo, about 51 searches for every 1 for Clay
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Clay, named ahead of ZoomInfo in 4 of 5 answers
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Top AI lead generation tools in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Clay and ZoomInfo were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Clay was listed before ZoomInfo in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Apollo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- ZoomInfo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Clay4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Instantly2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
lemlist0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Smartlead0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about AI lead generation tools
5 answers
Asked ChatGPT
“Which AI lead generation tool should I use?”
Asked ChatGPT
“What are the best AI lead generation tools?”
Asked ChatGPT
“What's the best AI lead generation tool for finding sales leads?”
Searched Google, AI Overview
“ai lead generation tool”
Searched Google, AI Overview
“best lead generation software”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Clay or ZoomInfo more popular in search?
This chart shows how often people search Google for Clay and ZoomInfo by name. Each line represents a brand's share of searches for all six AI lead generation tools we track, month by month, from English-language searches worldwide.
Share of searches by month for ZoomInfo, Clay. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apollo | ZoomInfo | lemlist | Smartlead | Instantly | Clay |
|---|---|---|---|---|---|---|
| Oct 2025 | 30.4% | 42.2% | 15.5% | 5.4% | 5.8% | 0.62% |
| Nov 2025 | 37% | 35.1% | 15.8% | 5.5% | 5.9% | 0.64% |
| Dec 2025 | 35.3% | 40.8% | 12.3% | 5.4% | 5.6% | 0.62% |
| Jan 2026 | 35.2% | 40.9% | 12.3% | 5.2% | 5.6% | 0.68% |
| Feb 2026 | 34.3% | 39.8% | 14.6% | 5.3% | 5.5% | 0.61% |
| Mar 2026 | 39.8% | 38.1% | 11.5% | 4.9% | 5.2% | 0.56% |
| Apr 2026 | 44.4% | 35.1% | 10.6% | 4.5% | 4.8% | 0.51% |
| May 2026 | 43.7% | 34.2% | 10.3% | 5.4% | 5.7% | 0.65% |
| Jun 2026 | 39.5% | 37.5% | 11.3% | 5.9% | 5.2% | 0.63% |
| Jul 2026 | 39.4% | 37.5% | 11.3% | 5.9% | 5.1% | 0.7% |
| Aug 2026 | 44.9% | 34.8% | 7% | 6.7% | 5.8% | 0.76% |
| Sep 2026 | 48.5% | 31% | 7.7% | 7.1% | 5.2% | 0.61% |
How has the Clay and ZoomInfo comparison changed over the last 12 months?
3 findings
- ZoomInfo was ahead of Clay in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Clay’s share of searches among AI lead generation tools worldwide moved from 0.62% to 0.61%, and its estimated monthly branded searches moved from 3.6K to 4K.
- Across the 12 months ending September 2026, ZoomInfo’s share of searches among AI lead generation tools worldwide moved from 42.2% to 31%, and its estimated monthly branded searches moved from 246K to 201K.
How did search popularity change for AI lead generation tools worldwide in September 2026?
2 changes
In September 2026, ZoomInfo lost share of searches among AI lead generation tools worldwide, from 34.8% to 31%.
Estimated monthly branded searches for Clay worldwide rose 10% over 12 measured months, from 3.6K to 4K in September 2026.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Clay’s and ZoomInfo’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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