AI has evolved beyond being just a feature; it now serves as the driving force behind more intelligent pipelines, quicker decision-making, and enhanced customer relationships.

With capabilities ranging from predictive insights to automated workflows, CRM platforms are now in competition to see how thoroughly they can embed AI into every interaction.

While both folk CRM and Clarify promise intelligent sales assistance, their effectiveness, user experience, and business impact differ considerably. For teams that prefer a straightforward approach over complex, cluttered dashboards, folk stands out with its comprehensive AI integration, enabling timely follow-ups and insights from calls and emails. It represents one of the most effective uses of AI within a CRM.

Why Does AI Integration Matter?

AI revolutionizes CRMs, transforming them from mere databases into proactive sales assistants. Rather than waiting for representatives to sift through contacts or compose follow-up messages, AI now takes charge of essential actions, predicts outcomes, and instantly enriches data.

• Faster decisions. AI identifies which leads to prioritize based on intent signals and deal velocity.
• Smarter outreach. Tools propose message templates, optimal timing, and can even assess tone or sentiment.
• Cleaner data. Manual data entry is a thing of the past; AI fills in gaps and flags duplicates or outdated information.
• Sales forecasting. Predictive models enable teams to identify pipeline risks before they manifest.
• B2B data enrichment. AI rapidly gathers company size, job titles, LinkedIn profiles, and contact details to complete lead records.
• AI-powered sequences. Personalized cold emails are generated and scheduled automatically based on the deal stage, persona, or interaction history.

When AI is seamlessly integrated into a CRM, sales representatives can devote less time to administrative tasks and more to actual selling. This distinction is what elevates a good CRM to one that genuinely drives revenue!

What is folk CRM?

folk serves as the ideal sales assistant that teams have always dreamed of. This straightforward, integrated, and proactive CRM handles routine tasks, allowing sales representatives to concentrate on nurturing genuine relationships. With a stellar 4.5/5 rating on G2, folk stands out as one of the most reliable AI-powered CRMs for streamlined teams.

Tailored for startups, agencies, and sales teams, folk simplifies AI, making it practical rather than overwhelming.

Extract intel from calls and emails

One of Folk's standout features is its AI-driven call transcript analysis, enabling sales and investment teams to glean essential insights from recorded discussions. By integrating with dialers like Ringover, Aircall, or call recording tools such as Grain for Google Meet, users can seamlessly import transcripts into Folk. From there, they can utilize Magic Fields, a built-in AI capability that allows you to create prompts for extracting specific information from the transcripts.

For instance, sales teams can automatically gather details like contract value, number of users, decision-makers, budget, or next steps—eliminating the need for manual note-taking. Investment teams can easily acquire insights such as founder backgrounds, fundraising stages, or specific startup needs. These fields are fully customizable: simply craft a prompt, map it to the transcript, and Folk's AI handles the rest. The outcome is a structured, searchable CRM enriched with valuable data from your calls, enhancing follow-ups, qualification, and reporting speed and accuracy.

AI-Powered Follow-Up Reminders

folk's AI Follow-Up feature is crafted to ensure that no opportunity goes unnoticed. Built directly into the platform, this intelligent assistant monitors your email conversations to pinpoint when a follow-up is necessary. For instance, if you posed a question in an email and the lead hasn't responded, Folk will automatically recognize the lack of reply and prompt you to follow up at the appropriate time.

But there's more. The feature also works in reverse—highlighting leads you may have overlooked or conversations that have gone cold. By evaluating previous interactions, Folk assists you in prioritizing the right contacts to re-engage and advance deals. This smart, contextual follow-up system saves time, minimizes manual tracking, and enhances your likelihood of closing more deals.

AI features in folk CRM summary

• Suggested actions: Receive proactive reminders and AI-generated suggestions based on recent activities or deal stages.
• Extract intel from calls: Utilize AI to gather crucial details such as next steps, decision-makers, your leads' budgets, and more.
• AI-generated messages: Save time with context-aware outreach recommendations tailored for each contact.
• Duplicate management: AI identifies duplicates and cleans up disorganized contact lists, keeping your CRM tidy.

folk starts at $20 per user per month, featuring a 14-day free trial with no credit card required!

What is Clarify?

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Clarify is an AI-driven, autonomous CRM designed to function as a smart copilot for sales teams and founders. It automatically captures meetings and calls, transforms them into structured notes, and updates contacts, deals, and pipelines without the need for manual data entry. Its AI analyzes conversations to highlight key points, risks, and next steps, ensuring that reps always know their next move. Clarify can draft follow-up emails, summarize calls, and recommend actions based on live context, allowing teams to focus more on selling while the AI manages administrative tasks and keeps the CRM continually updated.

Feature comparison of folk CRM and Clarify

AI Follow-ups

Folk's AI Follow-ups intelligently scans your inbox and calendar to identify when a lead requires attention—such as when someone mentions, “Let’s chat Tuesday” or “I’ll circle back next week.” You'll receive a task suggestion along with a draft follow-up message readily available on your dashboard. Simply review it, hit send, and stay on top of every conversation.

Clarify can generate follow-up drafts based on recent meetings and email threads associated with a contact or deal. The agent utilizes information already captured in the recap, including dates, next steps, and stakeholders, to pre-fill the message. Users can easily review, make adjustments, and send directly from the CRM, avoiding the hassle of starting from a blank email. All follow-ups are logged on the timeline, ensuring that teams maintain a traceable record of what was sent and when.

Automated Contact Enrichment

With 1-click Enrichment, users can automatically fill new contacts with essential company details, titles, phone numbers, social profiles, and more—right as they enter your CRM. Say goodbye to manual imports and outdated data. For added technographic or firmographic insights, simply connect with marketplace partners like Clearbit or InsideView for seamless, real-time data hygiene.

Clarify extracts context from connected calendars, mailboxes, and meetings to ensure that contact and company records remain current. When new individuals join calls or conversations, the system automatically creates or updates records with standardized names, roles, and associations. This process aims to minimize manual data entry while maintaining reasonably accurate contact information. All proposed changes are documented on the record timeline, allowing teams to track the evolution of a profile over time.

Smart Fields

Looking to enhance your personalized outreach? Folk seamlessly integrates your CRM data with AI to create contextual email sequences in just seconds. Simply specify the persona and goal—like “five-step outreach to marketing leads” or “post-demo recap”—and you'll receive ready-to-launch subject lines, body copy, and sending cadences. Experience full-funnel automation without any copy limitations.

Clarify enhances this by offering AI-driven field suggestions that ensure vital CRM fields remain consistent with conversation content. When budgets, dates, or new stakeholders are mentioned in calls or emails, the system can automatically suggest updates to the relevant properties, minimizing the need for manual adjustments. Users have the option to review or modify these suggestions before implementation, complete with an audit trail that details what changed and why. This transforms “smart” fields in Clarify from custom logic into a tool that leverages call and email context to keep essential data up-to-date.

AI-Powered Message & Sequence Generation

Looking to scale your personalized outreach? Folk seamlessly integrates your CRM data with AI to generate contextual email sequences in just seconds. Simply specify the persona and objective—like “five-step outreach to marketing leads” or “post-demo recap”—and receive ready-to-launch subject lines, body copy, and send cadences. Experience full-funnel automation without any copy block.

Clarify also features AI email drafting, enabling users to create and send follow-ups, introductions, or updates directly from the CRM. Drafts are crafted based on existing deal and contact context, minimizing the need for copy-pasting from notes and timelines. With options for bulk or multi-recipient sending, teams can maintain a consistent structure while adding a touch of personalization. Emails sent through Clarify are tracked within the record, offering a comprehensive message history across the pipeline.

Next Best Action

Folk eliminates the guesswork in your pipeline by highlighting the “best next step” derived from CRM data, inbox history, and calendar cues. Whether it’s making a call, sharing a case study, or sending a quick follow-up, you'll receive positive, actionable suggestions directly in your workflow—ensuring that every representative feels empowered and supported.

Clarify's agent analyzes meetings, emails, and pipeline data to propose suggested actions like sending a follow-up email, updating a close date, or creating a task. These prompts are displayed in the workspace, allowing sellers to determine their next move without the need to manually review every deal. Features such as automatic task creation, reminders for stale deals, and deal approval detection all enhance this “next step” guidance. Clarify maintains an audit trail of accepted and rejected suggestions, enabling teams to fine-tune their reliance on these recommendations.

Conclusion

When comparing Clarify and folk, Clarify excels in automating note-taking and follow-up drafts, while also enriching contact data through AI integration. Both CRMs enhance sales efficiency with smart action prompts and streamlined workflows. However, folk emerges as a superior alternative with its user-friendly interface, AI-driven call transcript analysis, and proactive follow-up reminders. This makes folk an ideal choice for teams seeking a straightforward CRM solution that maximizes sales potential without complexity.

Start your 14-day free trial or book a demo today.