AI Sales Assistants: We Tested The 7 Best Apps (Free & Paid)

We tested the 7 Best AI Sales Assistants in 2025

Imagine this: it’s 5 PM on a Tuesday. You finish a call, open your CRM, and stare at dozens of incomplete fields you “meant to fill later.” You still need to log notes, schedule follow-ups, update lead scores, and personalize outreach tomorrow. But the day’s almost done.

If you could snap your fingers and erase those tasks, you’d reclaim hours. That’s exactly why AI sales assistants are becoming essential in 2025 - they automate the grunt work so sellers spend more time connecting, not typing.

• According to Salesforce, sales reps spend only 28 % of their time actually selling; the rest is swallowed by admin, data entry, follow-up, and internal coordination.
• Other sources report that reps spend 70 % of their time on non-selling tasks.

In this guide, you’ll get:

• A clear, intuitive definition of an AI sales assistant
• How they work behind the scenes
• The top tools in 2025 (with pros, cons, pricing, and ideal fit)
• A decision framework to choose the right one
• Real benefits backed by data
• What’s coming next (2025–2026)

Let’s dive in!

2. What Is an AI Sales Assistant?

In plain terms:

An AI sales assistant is a software agent (or a set of agents) that helps automate, analyze, and personalize core sales workflows using artificial intelligence, so sales reps can spend more time selling and less time doing grunt work.

Here are common capabilities:

• Lead qualification & scoring
• Drafting or optimizing outreach emails/sequences
• Auto-responders and follow-up scheduling
• Updating CRM fields (status, notes, next steps)
• Summarizing meetings and extracting action items
• Coaching calls/call feedback
• Forecasting, pipeline insights, and deal nudges
• Multi-channel orchestration (email, phone, chat, SMS)

3. How AI Sales Assistants Work

Core technologies & integrations

• Natural Language Processing (NLP) / Generative AI — to read, write, and understand human text and speech
• Predictive Analytics & Machine Learning — to anticipate which leads are most likely to convert
• CRM & tech-stack integration — the AI must talk to your tools: Salesforce, HubSpot, Gong, Outreach, Zoom, email systems, etc.
• Workflow/orchestration engines — so the AI can chain actions (e.g. detect a lead “opened email twice” → send a follow-up → update CRM)
• Retrieval-Augmented Generation (RAG) / knowledge bases — to ground AI outputs in your existing data (deal notes, product specs, previous conversations)
• Memory & agentic architecture — for multi-step decision making, persistent context, and “autonomous” actions

Manual vs AI-assisted workflow - side by side

Comparison Table: Best AI Sales Assistants

1. Saner.AI

Saner.AI is an AI assistant designed to help you manage notes, tasks, emails, and your calendar - all in one place. It’s built especially for people who get easily overwhelmed by scattered information, including entrepreneurs and professionals with ADHD.

Saner can be surprisingly useful for people in sales who deal with constant follow-ups, client notes, and to-dos across different tools. Think of it as a mix between an AI workspace and a personal assistant that keeps track of your mental load.

Key features

• Conversational AI assistant “Skai” that you can talk to naturally to plan your day or find client notes

• Unified inbox for notes, tasks, emails, and calendar events in one place
• Daily Planning: Generates a smart morning plan with priorities, overdue tasks, and quick wins.

• Automatic task detection that turns ideas, notes, or emails into actionable to-dos

What I liked

• It truly feels like an all-in-one workspace - you can plan, recall information, and act from a single interface.

• You can ask Skai questions like “What should I follow up on this week?” or “Show me tasks I didn’t finish yesterday.”
• The all-in-one design keeps everything together

Cons

• Not built for full-scale CRM use - no lead tracking, analytics, or shared pipelines.

Saner.AI Reviews

Pricing

• Free
• Starter: Monthly at $8/month, Annually at $6/month (with early user discount)
• Standard: Monthly at $16/month, Annually at $12/month (with early user discount)

Who is it suitable for?

• Solo professionals, consultants, and entrepreneurs managing multiple clients
• Founders, coaches, or freelancers who need AI help to remember follow-ups
• Individuals with ADHD or easily distracted professionals
• Anyone looking for a conversational productivity tool instead of a traditional CRM

How to start using it?

1. Go to saner.ai and create a free account
2. Connect your email, calendar, and notes
3. Start chatting with Skai to organize your day or recall key information

Work more efficient with your AI Sales Assistant

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2. Apollo.io AI Assistant

Apollo.io AI is an AI-powered sales platform that helps automate prospecting, outreach, and follow-ups - so you can spend more time selling and less time managing tools. It combines a massive contact database with AI writing, research, and call insights, acting like a co-pilot for outbound sales teams.

Key features:

• AI Writing Assistant: Generates subject lines, openers, and full email drafts based on proven outreach patterns.
• AI Research: Uses smart prompts to surface key insights about prospects - like company news or pain points - for more tailored messaging.
• AI Call Assistant: Transcribes sales calls, summarizes topics, and recommends next steps.
• Outbound Sequences: Automates multi-step outreach (emails, calls, LinkedIn) with built-in AI personalization.

What I liked

• The AI email writing actually feels natural and saves time when you’re stuck crafting cold outreach.
• Having built-in prospect research and call summarization makes the workflow feel seamless.

What I disliked

• Some contacts can be outdated, leading to higher bounce rates if you don’t verify first.
• The credit system limits how much you can research or send each month.
• The platform can feel overwhelming at first due to how much it offers.

Pricing

• Free plan: limited lookups and outreach.
• Basic: around $49 per user per month.
• Professional: around $99 per user per month

Suitable for

• Sales teams that rely on outbound email, LinkedIn, and call outreach.
• SDRs and account executives who want AI help for writing and research.

How to start

• Create a free account on Apollo.io.
• Connect your email and CRM.

Apollo.io AI review (source)

3. ChatGPT

ChatGPT is a conversational AI assistant and when used strategically, it can act as an AI sales assistant too. Instead of being a traditional CRM or automation tool, ChatGPT functions as a versatile co-pilot that helps sales teams write better outreach, qualify leads, and simulate sales conversations — all through natural language.

Key features

• Conversational intelligence that understands tone, context, and follow-up intent
• Custom instructions and memory to tailor how ChatGPT responds for your specific sales voice, ICP, and product
• Prompt automation for cold emails, follow-ups, proposal drafts, and summaries
• Live web browsing and file uploads to help personalize outreach or summarize sales materials

What I liked:

• It’s incredibly flexible — you can adapt it to almost any sales use case if you know how to prompt it well.

• Security and enterprise options give confidence for business use.
• The Deep Research agent is incredibly useful for gathering and summarizing information.
• Perfect for generating and improving outreach copy in your tone and context.

What I disliked:

• It’s not plug-and-play as a sales automation tool; you’ll need to design prompts and workflows manually.
• It can occasionally produce inaccurate statements or “hallucinate” facts.
• Doesn’t integrate natively with CRMs

Pricing:

• Free plan with basic functionality
• Plus plan at $20/month with faster responses and priority access
• Team plan around $30/user/month with collaboration and admin controls

Suitable for:

• Sales reps, SDRs, and account executives who want to write faster, more personal outreach
• Small and mid-sized teams using AI to research leads, qualify prospects, or automate parts of follow-up

How to start

• Go to ChatGPT, sign up for a free or Plus plan
• Set custom instructions describing your company, product, and audience

ChatGPT Reviews (source)

4. Clay

Clay is an AI-powered sales intelligence and lead enrichment tool that helps teams find, clean, and organize data automatically. It looks like a spreadsheet, but under the hood, it combines multiple data providers, automates workflows, and uses AI to research prospects for you.

Key features

• Multi-provider enrichment: Uses a waterfall approach to pull data from multiple sources like Apollo, Clearbit, and Snov automatically.
• Claygent AI agent: An in-app research assistant that can search the web and extract information such as company funding or recent news.
• Workflow automation: Lets you build logic-based workflows to automate enrichment, cleaning, and CRM syncing.

What I liked

• It combines the power of multiple data providers in one place, so you don’t have to juggle multiple subscriptions.
• Claygent is a standout - being able to ask “When did this company raise funding?” or “Who’s the CMO at X?” right inside your workflow is a huge timesaver.

What I disliked

• There’s a learning curve. It takes time to understand and build efficient workflows.
• The credit-based pricing system can make costs unpredictable if you run many enrichments.

Pricing

• Free plan
• Paid plan starts at 149$/month

Who is it suitable for

• Teams looking to enrich their client data

How to get started

• Go to clay.com and create a free account.
• Start a new table and import your leads or company list.
• Connect integrations like Apollo, Clearbit, or HubSpot.

Clay reviews (source)

5. Clari Copilot

Clari Copilot is an AI sales assistant that helps revenue teams turn conversations into actionable insights. It records, transcribes, and analyzes every sales call, then connects those insights directly to your pipeline, forecasts, and coaching dashboards. It’s part of the Clari Revenue Platform.

Key features

• Automatic call and meeting capture: Joins your Zoom, Meet, or phone calls automatically, recording and transcribing in real time.
• Post-call summaries and highlights: Surfaces key decisions, objections, and next steps after each meeting.
• Live coaching and battlecards: Provides context-aware cue cards during calls to help reps handle objections or competitors on the fly.

What I liked

• Seamless automatic recording - you never have to remember to hit “record.”
• Insights directly connect to pipeline and forecasts, closing the gap between conversation and deal health.

What I disliked

• The pricing is on the higher side, especially for small teams.
• Transcription accuracy can vary depending on accents or audio quality.
• Setup takes time

Pricing

• Accelerator plan – around $1,080 per user per year (~$90/month).
• Enterprise plan – around $1,320 per user per year (~$110/month).

Suitable for

• Mid-to-large B2B sales teams with frequent discovery or demo calls.
• Revenue leaders who want unified visibility between calls, pipeline, and forecasting.

How to get started

• Request a demo from Clari to access Copilot.
• Connect your conferencing tools and CRM.

Clari Copilot reviews (source)

6. Lavender AI

Lavender AI is an AI sales assistant built to help salespeople write better emails and get more replies. Instead of automating outreach, it focuses on improving what you write - helping you sound more human, clear, and relevant to each prospect.

Key features

• Real-time email coaching and scoring: Lavender gives live feedback as you type, rating your email based on clarity, tone, and personalization.
• AI email drafting: Turn bullet points into polished drafts and fix awkward phrasing with a single click.
• Prospect personalization: Pulls data from LinkedIn, company sites, and news to help you tailor each email.

What I liked

• The live coaching makes a big difference - you immediately see what’s off before sending.
• It saves time by surfacing prospect data right in the email window, no need to switch tabs.
• The dashboard helps identify which reps need more support or where emails underperform.

What I disliked

• The free plan only covers a few emails per month, which isn’t enough for daily use.
• Occasionally, the suggestions can feel formulaic or too “salesy” if you follow them blindly.
• It’s built purely for email

Pricing

• Free plan: limited to a few analyzed emails per month.
• Starter plan: around $29 per user/month
• Pro/Team plan: $45–$69 per user/month

Suitable for

• SDRs, BDRs, and AEs who rely heavily on cold email outreach.
• Sales leaders who want to coach teams and track improvement metrics.

How to start

• Go to lavender.ai and create an account.
• Install the Chrome or Outlook extension.
• Connect your CRM or email platform.

Lavender AI review (source)

7. Fathom

Fathom is an AI-powered meeting assistant built to capture, summarize, and analyze sales calls automatically. It records your Zoom, Google Meet, or Microsoft Teams meetings, then generates instant transcripts, summaries, and action items.

Key features

• Automatic transcription and recording across Zoom, Meet, and Teams
• AI-generated summaries using sales frameworks like SPICED, MEDDPICC, or BANT
• “Ask Fathom” feature to query your meeting notes (e.g., “What did they say about budget?”)

What I liked

• The “Ask Fathom” feature is genuinely useful - you can search across conversations naturally.
• Sales-specific summary templates make the AI output structured and actionable.
• Highlighting and sharing clips is great for team visibility and alignment

What I disliked

• The free version limits advanced summaries to just 5 per month.
• Team-wide collaboration tools and global search require a paid plan.
• It’s not a full sales automation tool

Pricing

• Free Plan - $0: Unlimited recordings, transcripts, and storage.
• Premium Plan - around $16/user/month

Suitable for

• Sales teams running frequent client or prospect calls
• Revenue and customer success teams that depend on detailed meeting notes

How to start

• Sign up at fathom.ai
• Connect your Zoom, Google Meet, or Microsoft Teams account

Fathom review (source)

🧩 Conclusion: The Future of Selling Is Human - Just Smarter

Sales has always been about connection - but too often, the process gets buried under emails, CRM updates, and admin chaos.
AI sales assistants don’t replace the human side of selling. They remove the friction that blocks it.

Whether it’s an AI summarizing your last call (Fathom), rewriting your cold emails (Lavender), planning your day automatically (Saner.AI), or sequencing outreach intelligently (Apollo.io), these tools are becoming the invisible layer that lets reps focus on relationships, not repetitive clicks.

• The best AI sales assistant isn’t the flashiest one - it’s the one that fits your workflow.
• If you’re an individual founder or rep, tools like Saner.AI or ChatGPT can save hours without adding clutter.
• If you manage a growing team, Apollo.io, Clari, or Clay might give you the structure and scale you need.

In 2025 and beyond, AI in sales will move from being reactive (“draft this email”) to proactive - anticipating what you need next, surfacing the right insight before you ask, and helping you close deals faster with less effort.

👉 The takeaway: start small, integrate one assistant into your daily flow, measure the time saved, and iterate.
Every rep who pairs intuition with automation gains a new edge - and that edge compounds over time.

Stay on top of your deals with the top AI Sales Assistant

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FAQ: Best AI Sales Assistants (2025)

1. What is an AI Sales Assistant?

An AI Sales Assistant is an intelligent tool that helps sales professionals automate repetitive tasks, organize follow-ups, and communicate more effectively.
Instead of manually logging CRM notes or chasing reminders, you can simply ask your AI to:

• “Draft a reply for this lead”
• “Summarize my last call with Alex”
• “Add this new contact to CRM and remind me to follow up next week”

Popular AI Sales Assistants include Saner.AI, ChatGPT, Apollo.io AI Assistant, Clay, Clari Copilot, Lavender AI, and Fathom - each designed for different parts of the sales workflow, from lead research to post-meeting summaries.

2. What can an AI Sales Assistant do?

Modern AI Sales Assistants go far beyond chat replies - they help sales teams stay focused and close deals faster. Common capabilities include:

• Email writing and personalization: Generate high-performing outreach emails (Lavender AI, ChatGPT, Saner.AI)
• CRM automation: Log notes, update deal stages, and set reminders automatically (Clari Copilot)
• Lead intelligence: Pull real-time insights on prospects (Apollo.io AI Assistant, Clay)
• Meeting summaries: Capture key takeaways and next steps from calls (Fathom, Saner.AI)
• Daily sales planning: Suggest your next best actions or overdue follow-ups (Saner.AI)

Together, they eliminate “sales admin fatigue” and let reps focus on relationships.

3. What are the best AI Sales Assistants in 2025?

Here’s a quick overview of the most promising tools:

• Saner.AI – Centralizes notes, tasks, emails, and calls. Great for managing follow-ups and next steps.

• ChatGPT – Ideal for drafting personalized outreach and handling creative sales copywriting.
• Apollo.io AI Assistant – Excels at data-driven prospecting and automated sequences.
• Clay – Pulls live insights about leads and companies from multiple sources.
• Clari Copilot – Tracks pipeline health, revenue forecasts, and call summaries.
• Lavender AI – Optimizes cold emails and gives real-time writing feedback.
• Fathom – Records and summarizes Zoom meetings with key action items.

Each tool serves a different purpose - many teams combine two or three to create a seamless sales stack.

4. Are there free AI Sales Assistants?

Yes. Several tools offer free or freemium plans:

• Saner.AI – Free plan with AI-powered notes, follow-up reminders, and email summaries.

• ChatGPT – Free with limited access for drafting and summarization.
• Fathom – Free for meeting transcription and summaries.
• Lavender AI – Free email-scoring Chrome extension for Gmail and Outlook.

These are enough to experience how AI can cut your manual workload in half.

5. Which AI Sales Assistant is best for email outreach?

If you spend most of your day writing or replying to emails, try:

• Lavender AI – Provides instant feedback on tone, clarity, and personalization.
• ChatGPT – Generates custom outreach sequences or follow-up drafts.
• Saner.AI – Converts emails into tasks automatically and reminds you when to follow up.

Together, they help you write faster and reply smarter - without sounding robotic.

6. Which AI Sales Assistant helps with CRM and pipeline management?

If your struggle is keeping the CRM up-to-date, look at:

• Clari Copilot – Automatically updates deal data, captures call notes, and predicts revenue risk.
• Saner.AI – Turns meeting notes and emails into actionable follow-ups synced with your calendar.
• Apollo.io AI Assistant – Connects CRM, enrichment, and outreach workflows into one system.

These tools act like a co-pilot for your deals - always reminding you what to do next.

7. Can AI Sales Assistants help during or after sales calls?

Absolutely. Tools like Fathom and Saner.AI are built for that.

• Fathom – Records Zoom meetings, highlights decisions, and shares instant summaries.
• Saner.AI – Links those meeting notes to follow-up actions and next steps in your workspace.
• Clari Copilot – Adds voice intelligence and tracks deal progress across conversations.

No more manual note-taking or forgotten action items.

8. Which AI Sales Assistant is best for prospect research?

For researching leads quickly:

• Clay – Enriches data from LinkedIn, Twitter, and company databases automatically.
• Apollo.io AI Assistant – Suggests new prospects based on your ICP and prior conversions.
• ChatGPT – Useful for crafting personalized intros once you know the lead background.

Clay and Apollo.io are the best combo for sales intelligence; ChatGPT refines your messaging.

9. Can AI Sales Assistants integrate with my existing tools?

Yes - most modern tools integrate seamlessly with CRMs and calendars.

• Saner.AI – Connects notes, Gmail, and Google Calendar for smooth follow-up workflows.
• Clari Copilot – Syncs with Salesforce, HubSpot, and Gong.
• Lavender AI – Works directly in Gmail and Outlook.
• Apollo.io – Integrates with Slack, CRM, and sales automation platforms.

Check integration depth before choosing - some connect deeply; others just layer on top.

10. Which AI Sales Assistant is best for small teams or solo founders?

For lean sales teams or founders doing sales themselves, Saner.AI stands out:

• Consolidates notes, tasks, and follow-ups in one place
• Helps you prioritize leads without spreadsheets
• Acts like your silent cofounder, reminding you what matters today

It’s ideal if you juggle multiple deals, meetings, and ideas daily.

11. Can AI Sales Assistants help with post-sale activities?

Yes - especially tools like Saner.AI and Clari Copilot.

They keep customer information, feedback, and renewal reminders in one place.
You can ask:

• “Show me clients whose renewals are due this month.”
• “Summarize our last customer call”

This makes client retention as systematic as prospecting.

12. What’s the best AI Sales Assistant for managers or sales leaders?

If you manage a sales team, visibility is everything.

• Clari Copilot – Great for pipeline visibility and revenue forecasting.
• Saner.AI – Helps you track team meetings, follow-ups, and key action items.
• Fathom – Automatically transcribes and shares important call highlights.

These help managers lead with insight - not guesswork.

13. How is an AI Sales Assistant different from a CRM?

Think of it this way:

• CRM = storage. It keeps records.
• AI Sales Assistant = intelligence. It thinks, suggests, and acts.

CRMs require manual input. AI assistants interpret your notes, automate actions, and nudge you when it’s time to follow up.
Saner.AI, Clari Copilot, and Apollo.io bridge the gap between data and daily execution.

14. Which AI Sales Assistant is most human-like to talk to?

If you value natural conversation:

• Saner.AI – Lets you talk to your data, notes, and emails in plain English.
• ChatGPT – Great for brainstorming outreach or creative replies.
• Lavender AI – Feels conversational when guiding you on tone and empathy in emails.

They help you communicate like a human, not a template.

15. How do I choose the right AI Sales Assistant for me?

Ask yourself:

• Do I need email and messaging help? → Try Lavender AI or ChatGPT
• Do I need meeting insights and summaries? → Try Fathom or Clari Copilot
• Do I need lead enrichment? → Try Clay or Apollo.io
• Do I need an all-in-one personal workspace? → Try Saner.AI

Most tools offer free trials - test one for a week and see which one fits your daily flow.

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