Since we launched Sales Companion earlier this year, we’ve been working hard to make continuous improvements to the way we serve you our platform and data.
2025 has definitely been the year in which “AI” has been the buzzword of the moment, but real AI isn’t just a chatbot bolted onto a workflow; it’s about tools that can be trusted to materially enhance user experience and deliver better business outcomes.
Across Q2 and Q3, we’ve scaled Cognism’s AI suite and Sales Companion in three critical ways:
- Smarter targeting: Smart Personas helps GTM teams define who to go after, without relying on static playbooks or manual guesswork.
- Faster prep: Cognism’s Research tool gives instant company insights at the moment of outreach without having to write prompts.
- Trusted infrastructure: Cognism’s AI engine ensures every insight is structured, grounded, and accurate so sales teams can move faster, with confidence.
Alongside some other core features that improve the everyday workflows of our users across the globe. Including our first professional services offering, Data-as-a-Service.
Here’s what we released 👇
Product:
DaaS
In August, we delivered our DaaS solution to the market. Cognism DaaS addresses one of the most pressing challenges facing go-to-market teams: operational inefficiencies and revenue loss caused by fragmented or inaccurate CRM data.
Gartner reports that over 44% of companies believe that bad CRM data costs them over 10%. In fact, as many as 65% of companies say that they have avoided complex strategic projects out of fear that poor CRM data would mislead them.
Instead of battling disconnected systems and stale CRM records, customers now have the opportunity to tap into a single, continuously updated source of truth. Every record comes enriched with firmographics, technographics, hiring signals, and compliance metadata, verified and ready to go. Reps can stop second-guessing their data and start using it to win.
What makes DaaS different isn’t just the data, but the delivery of Cognism’s DaaS is a tailor-made managed solution for technical buyers - CDOs, RevOps leaders, and data engineers. With developer-friendly API documentation and customisable data aggregations and delivery options, it allows users to ingest exactly what they need, when they need it.
For those not wanting to use the API, our Professional Services team is on hand to design a data delivery method most appropriate for any business need. Whether that’s through batch flat file delivery to S3 buckets at predefined intervals or manual delivery for bespoke requests.
The results? Big.
Customers benefit from an expanded total addressable market, in some cases by as much as 50%.
Others unlock entirely new use cases: predictive scoring, churn models, AI-driven personalisation and cleaner CRM hygiene. Since August, it’s become clear DaaS wasn’t just another release. It’s been a foundational shift in how revenue teams think about data.
“Growth-focused enterprises don’t outspend their competition - they out-data them,” said Adam Thomson, Chief Product Officer at Cognism.
“With DaaS, we’re giving businesses the foundation to unify customer intelligence, enforce data standards across their stack, and future-proof their go-to-market strategies - without compromising on accuracy or compliance.”
Learn more about Cognism Data as a Service.
Cognism AI: Smart Personas + Research:
Smart Personas — AI that Tells You Who to Target
Personas are foundational to any GTM motion. But in practice, they’re often too vague, too narrow, or completely missing when reps need them.
Smart Personas removes that friction by generating structured, ready-to-use persona profiles in seconds.
What it delivers:
- 3–5 buyer profiles generated from a single product or use case description. Titles, seniority, department, and region—all suggested automatically.
- Encourages discovery of new or adjacent buyer segments.
- Structured persona cards that align campaigns, sequences, and lists.
Smart Personas is now integrated into:
- Sales Companion’s Web App Persona tab.
- Search filters and lists.
- The Chrome Extension, where end users are served the most relevant contacts for their target accounts.
Whether you’re onboarding a new team, launching a new sequence, or expanding into a new market, this is how you start faster. Identifying the prospective clients has never been easier.
Take Smart Personas for a spin here 👇🏻
Research by Cognism AI — Context in One Click
Sales reps still lose hours each week researching accounts, flipping between Google, LinkedIn, ChatGPT and CRM tabs.
Research by Cognism AI brings that context into a single view. No prompting, no prep, no delay.
What’s included:
- Company description and revenue model, helping you understand how best to proposition your solution.
- Strategic priorities and competitive landscape, so you’re always equipped to talk business.
- Ice-breakers and relevant talking points to keep the conversation fresh.
- Embedded source links from public data, so you are clear on where the information has come from. No hallucinations, no noise.
Available directly inside the Sales Companion Chrome Extension, this is AI that works the way sales teams do.
See Research in action 👇🏻
Cognism AI anatomy - What makes it trusted, accurate, and safe
While most AI sales tools rely on open-ended chat or user-prompted inputs, Cortex AI is governed by design.
We built Cortex AI on a proprietary Prompt Engine that prioritises trust, accuracy, and relevance, so you can worry less about AI noise and more about selling.
Here’s how Cognism’s AI is different from generic copilots or chat interfaces:
The 4 Strategic Pillars Behind Every Output 👇🏻
Each insight delivered by Cognism’s AI is generated through a multi-layered, pre-engineered prompt that has been built and tested by Cognism’s AI squad.
That includes:
- Role and tone precision (e.g. “You are a B2B sales analyst. Format the output for pre-call prep”).
- Grounding instructions that block hallucination and enforce source accuracy.
- Legal entity resolution to prevent cross-company errors.
- Continuous testing across multiple LLMs (e.g. GPT‑4, Claude).
This is the engine behind Smart Personas and Research, and it’s what turns AI from a “risky black-box” into a revenue-driving asset.
Sales Companion: Account Visibility
Assigned Companies — Know what you and your team own
We’ve launched a new Assigned Companies view inside Sales Companion, giving each rep a real-time, filterable list of accounts allocated to them.
Features include:
- Filters by CRM status, revenue, region, company size.
- Firmographic and LinkedIn data included.
- One-click export to CRM or CSV.
- Cognism AI insights are available on every account.
Reps can now spend less time validating ownership and more time activating accounts that matter.
Check out Multi-account assignment here👇🏻
What these updates mean for GTM teams:
Data & compliance:
The product is only half the experience. We know that quality data creates the foundation for successful outreach, and we’ve been working towards large milestones across our dataset during the last two quarters.
We’re proud to announce that Cognism now:
- Refreshes 95% of director-level and above contacts every 30 days in US, Canada and top European economies.
- Delivers contact data (mobile & email) for 90% of director-level and above decision-makers in Europe’s top economies.
- Offers 70% mobile coverage for decision-makers in Europe’s top economies.
- Achieves 90% coverage for revenue and headcount data for companies with >50 employees in the US, Canada & Europe’s top economies.
…providing access to decision-makers you actually want to speak to more than ever before. Hand in hand with our AI offering, our dataset has never been more robust.
Alongside this, we’re happy to announce that we now cross-reference our data against another Do-Not-Call-List, this time in Italy. We’re the first to market with Italian DNC coverage, further extending our lead over other providers and offering the most robust compliant-first coverage in Europe and globally.
Discover the Cognism experience for yourself
The AI tools Cognism delivers in 2025 are outcome-driven, risk-reducing, and fully integrated into the daily work of sales teams.
This isn’t just about adding new features. It’s about enabling reps to know who to target, understand why now, and move faster, with confidence.
There’s a lot more to come as we close out the year. As Cortex AI continues to evolve, future updates will bring role-based playbooks for account plans, persona-linked signals, and even tighter CRM feedback loops.
Until then, Smart Personas, governed AI research, and embedded intelligence, coupled with the ever-improving quality of data, are helping sellers across EMEA and beyond stay ahead.
And save time, daily, like this...
"I’ve saved 1-2 hours daily just by checking through lists. I feel so much more confident that the data I have is highly accurate!”
Dom Verrall, Global Director of Data, CEC Marketing
Or drive business efficiencies like this...
“It’s definitely made us more efficient. The research phase is faster, which means we can identify personas and move to outreach much more quickly.”
“The time we’ve saved has helped the team streamline their workflow and be more successful. This is really important when operating across diverse buying centres and long sales cycles.”
Adina Apachitei, Global Director Best Practices Program, AVEVA