Ava can qualify or enrich leads by doing web research. If a signal exists somewhere in the public digital domain, Ava can help uncover it and distill it into meaningful insights for prospecting. It enables you to find buying signals sprinkled across websites, profiles, articles, announcements, podcasts, events, and other public sources.

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Use it to enrich a list

Use AI web research when you want Ava to add researched information as a column in a list.

Use this when: you want the research result as a visible column you can review, segment, export, or use later for qualification.

To add AI web research to a list:

1. From a list, choose Enrich → AI web research. This opens the research panel for the list you’re working in.
2. Tell Ava what to research. Ava will use your prompt to decide what signal or insight to look for online.
3. Review the output format and object type Ava selects. Ava chooses these based on your prompt and whether the list is person-level or company-level, but you can adjust them if needed.

Ava returns the research output directly in your list, where you can review it, segment by it, or use it for qualification. Best for:

• Adding researched company insights to a list
• Finding events, announcements, markets, or public signals
• Reviewing AI research before using it in outreach
• Creating custom columns that do not exist as standard filters

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Use it to qualify campaign leads

Use AI qualification when the research answer should decide whether Ava contacts a lead.

Use this when: the research answer should decide whether Ava includes a lead in a campaign.

In campaign settings, turn on Let Ava research and qualify each lead, then add the criteria Ava should check. Ava researches each lead online and only includes leads that match your rules in your campaign. You can also choose what Ava should do when she cannot find a clear answer. Best for:

• Qualifying companies that recently launched a specific product
• Disqualifying leads that do not match your ICP
• Checking whether a company mentions a specific use case, customer segment, or integration
• Confirming whether a company or person appears in a public source