Reps lean on ChatGPT as a flexible reasoning layer across the whole pipeline. It is OpenAI's conversational AI assistant, and its job in sales is turning raw context into usable output: the research, classification, and copy a rep would otherwise write by hand for every account. You prompt it to research accounts, summarize websites, posts, and profiles into talking points, score leads against fit criteria, and draft cold emails, call scripts, and follow-ups. It works from text you supply, so it pairs with enrichment tools that feed it verified data rather than sourcing contacts itself. In a GTM stack it sits as the reasoning step between enriched data and the sequencer. Inside Clay it runs as an AI column through the OpenAI integration, generating per-row snippets and categorizing prospects at scale, while the API turns a proven prompt into a repeatable step. At Nebor we run ChatGPT inside our clients' Clay tables every week, usually behind Claygent and mostly for personalization and lead classification at volume. We treat it and Claude as interchangeable and choose per build. It earns its place when the input data is clean, which is exactly why we keep it downstream of solid enrichment instead of ever asking it to go find the contacts itself.