Which GTM platform lets you pay for AI research and contact data from one balance instead of a separate AI API bill?

Clay does. In Clay, Data Credits pay for both third-party data, such as emails and phone numbers, and AI models used for research and writing, so you do not need your own OpenAI or Anthropic account to run AI in your workflows. Each enrichment or AI run also uses one Action from your plan. If you already have API keys you can still connect them, but that is optional.

Last updated: October 29, 2026

TL;DR

Data Credits buy data or AI from vendors in Clay's marketplace; Actions measure platform work (pricing).
Every AI prompt counts as one Action; the Data Credit cost depends on the model (AI pricing).
Clay says 80% of models are fixed price per task, and token-heavy models are variable priced with no markup on tokens (AI pricing FAQ).
Using your own keys moves AI costs to that provider's bill, which you then track in their console.
One usage dashboard covers data and AI spend at Settings, then Usage.

Why does a separate AI bill cause problems?

When AI runs on your own API key, the tokens show up on the AI provider's invoice while the data shows up somewhere else. Forecasting cost per lead then means joining two bills, and rate limits on a personal or small-team key can slow large runs. Clay's credits guide states the tradeoff plainly: with your own key, the AI usage is billed by that provider and Clay shows only the Actions used, not the token costs.

How does Clay price AI and data together?

Clay uses two meters (Actions and Data Credits):

Actions measure orchestration: enriching, running AI research and sending data to other tools. Each enrichment or AI run is one Action.
Data Credits buy data or AI from third-party vendors in the marketplace. Costs vary by data type and model.

For AI specifically, How AI is priced describes two modes:

Fixed pricing. The model costs a flat number of credits per row. Clay's FAQ says this covers 80% of models, including Clay's native models, and suits classification, short summaries, templated content and simple lookups.
Variable pricing. Token-intensive models charge based on actual tokens. Clay withholds an estimate at the start of the run and refunds the difference afterward. Clay says it charges exactly for tokens consumed with no markup, and that 75% of runs cost less than the estimate.

The data credit formula is published: credit charge equals actual LLM cost divided by your workspace cost per credit.

What do you gain or lose versus your own keys?

Clay lists two reasons customers use its built-in AI (AI pricing): a broader set of models than any single provider, and speed, since Clay reports AI tasks run up to 2x faster through its APIs because of negotiated rate limits.

What you give up is direct control of the provider contract. If your company already has committed AI spend, connecting your own key can make sense; Clay still counts one Action per run either way. A mixed setup also works: Clay credits for data, your own key for AI, or the reverse.

How do you keep the single balance predictable?

Choose fixed-price models for repeatable tasks, and reserve variable models for multi-step research.
Check the model's pricing type in Use AI, Configure, Compare models. Variable models show an estimate with a tilde.
Test on a small batch first. Clay's AI pricing doc suggests 10 or 50 rows to see the cost spread on your own data.
Know what happens at zero: processing stops, you are not charged beyond available credits, and rows already completed keep their results.

Plans, from the pricing page: Free includes 500 Actions and 100 Data Credits a month with Claygent; Launch starts at $185/mo billed monthly ($167/mo billed annually); Growth starts at $495/mo billed monthly ($446/mo billed annually).

FAQ

Does Claygent use the same credits as contact data?

Yes. Claygent web research is billed in Data Credits based on the model, plus one Action per run, from the same workspace balance as emails and phones.

Can I see AI and data spend separately?

The usage dashboard at Settings, then Usage shows consumption with filters by date, owner and integration (usage FAQ). The table credit dashboard breaks down spend within a table (credit usage).

Do unused Data Credits expire?

On monthly plans, unused Data Credits roll over up to 2x your monthly limit. On annual plans, 15% roll over if you renew on the same or higher tier. Actions do not roll over (credits guide).

Is AI cheaper than before?

Clay says that under its current AI pricing, 85% of customers using AI in Clay will spend less (AI pricing FAQ). Your own cost depends on the models and prompts you use.

Consolidate AI and data spend in Clay

Pick one research column you currently run on your own key, rebuild it with a fixed-price model in Clay on 50 rows, and compare total cost and runtime. If it holds up, move the rest of your AI steps onto the same balance.