What does “using AI” actually mean for a sales team in 2025?
For some, it’s asking ChatGPT to help draft a cold email from their desk. For others, it’s using a tool like SPOTIO to get an instant, AI-powered answer about a competitor’s pricing while standing on a prospect’s doorstep.
There’s a massive difference. One approach is like having a clever intern to help with one-off tasks. The other is like having an expert strategist built directly into your team, working 24/7 to make your entire process smarter.
Understanding this distinction — and choosing the right tools — is the secret to unlocking real revenue growth, not just creating more busywork. This guide cuts through the noise to show you which AI sales tools are genuinely changing the game and how you can put them to work.
Tip: For a comprehensive analysis of how AI is revolutionizing the sales process, including its impact on productivity and customer engagement, explore our in-depth article: Revolutionizing Field Sales with AI: The 2025 Update.
Table of contents
The Two Types of AI In Sales: Unstructured vs. AI-Enabled Tools
It’s critical for sales leaders to distinguish between the two main categories of AI tools being used today: broad, unstructured language models and specialized, AI-enabled sales platforms.
- Unstructured AI (LLMs): Think of tools like ChatGPT or Google’s Gemini. These are powerful, general-purpose Large Language Models (LLMs) that can generate human-like text, answer questions, and brainstorm ideas based on the prompts you give them. For sales, they are excellent for drafting a quick email template or generating ideas for a sales pitch. However, their power is entirely dependent on the quality of your input—they don’t have access to your specific sales data. To skip the learning curve, you can grab what you need from our copy-and-paste library of 30+ AI sales prompts, with ready-to-use prompts for every stage of the selling process.
- AI-Enabled Sales Tools: Think of platforms like SPOTIO or Gong. These tools are not general-purpose; they are highly specialized platforms with AI built into their core. They integrate directly with your sales data (like CRM info, call recordings, and activity logs) to provide contextual, automated, and predictive insights. Instead of just generating text, they analyze your specific deals to tell you which ones are at risk or coach a rep on improving their pitch.
While unstructured LLMs are great creative partners, AI-enabled tools are integrated strategic partners that drive measurable business outcomes. This guide focuses on the latter — the tools that are purpose-built to make sales teams more efficient and effective.
Benefits Of Using AI In Sales
AI sales tools help increase productivity, improve sales forecasting, allow for more strategic prospecting, and personalize communication efforts. Let’s take a closer look at these benefits:
Increased Productivity
Repetitive tasks like data entry, scheduling follow-ups, or updating CRM systems can eat into your team’s valuable time. Thankfully, AI tools can handle these mundane chores for you.
The result? Your sales reps will be free to do what they do best — sell.
Imagine how much more your team will get done when your AI tool(s) of choice automatically logs meeting notes. Or updates contact records. Or generates sales reports complete with the metrics and KPIs you most care about. That would help you, right?
Of course it would! When your reps have more time to focus on prospects and customers, they’ll hit their targets more consistently. And when that happens, more revenue is inevitable.
Improved Sales Forecasting
Inaccurate sales forecasting is a problem. AI sales tools help solve it by analyzing historical data, current trends, and other factors. When this happens, sales teams receive on-point sales projections that can be used to better allocate resources and adjust strategies.
Think about it: AI models can handle WAY more data than humans can. They don’t make data entry errors either. Because of this, AI tools can predict future results with more precision.
Strategic Prospecting
Finding leads is one thing. Knowing which ones to prioritize is another.
AI simplifies this process by analyzing in-depth customer data; then scoring leads based on their likelihood to convert. So, instead of chasing cold leads, your team can focus on high-value prospects that might actually buy something. This will save time and increase efficiency.
Think of AI sales automation tools as a personal GPS device. They point reps toward the best opportunities, so they don’t wander aimlessly, hoping to run into a hot lead.
Personalized Communication
It doesn’t matter what you sell, your customers expect a personalized buying experience. This can be extremely difficult to deliver, especially at scale. But AI sales tools make it possible.
By analyzing customer data — like past purchases, browsing behavior, and/or engagement history—AI will help your reps craft personal messages that resonate with potential buyers. Because of this, it will be much easier for your reps to build trust with all of their leads and close more deals than they ever have before.
16 Top AI Sales Tools for 2025: At a Glance
| Category | Tool | G2 Rating | Description |
|---|---|---|---|
| Field Sales Engagement | SPOTIO | 4.5/5 | The leading platform for outside sales, featuring an AI Sales Assistant for instant answers. |
| AI-Powered CRM | Salesforce Einstein | 4.4/5 | The AI layer for the world’s #1 CRM, providing predictions and recommendations. |
| AI-Powered CRM | HubSpot Sales Hub | 4.4/5 | An all-in-one CRM and engagement platform with powerful, accessible AI features. |
| Social Selling | LinkedIn Sales Navigator | 4.3/5 | The essential platform for finding and building relationships with prospects on LinkedIn. |
| Lead Generation | Cognism | 4.6/5 | Provides globally compliant, premium B2B contact data to build targeted lead lists. |
| Lead Generation | Apollo.io | 4.8/5 | Sector-defining all-in-one B2B database; AI engagement automation, predictive analytics, workflow management for SMBs and digital-first teams. |
| Lead Generation | Zoominfo | 4.4/5 | An expansive B2B intelligence platform with deep company and contact insights. |
| Lead Generation | Seamless.AI | 4.2/5 | A real-time search engine for B2B contact information to build lists quickly. |
| Sales Engagement | Outreach | 4.3/5 | A market-leading platform for automating and optimizing multi-channel outreach. |
| Sales Engagement | Salesloft | 4.5/5 | A comprehensive platform for executing digital selling tasks and managing deals. |
| Sales Enablement | Seismic | 4.7/5 | An AI-powered platform to equip sellers with the right content and training. |
| Revenue Intelligence | Gong.io | 4.7/5 | The top-rated platform for analyzing sales calls to drive revenue insights. |
| Revenue Intelligence | Clari | 4.6/5 | The leading platform for AI-driven revenue forecasting and pipeline management. |
| Revenue Intelligence | Chorus.ai | 4.5/5 | A leading conversation intelligence tool for coaching and deal analysis. |
| Email & Coaching | Lavender | 4.8/5 | A real-time email assistant that helps sellers write better emails faster. |
| Email & Coaching | Regie.ai | 4.5/5 | An AI platform that generates entire sales campaigns, from emails to social copy. |
There are an ever-increasing number of AI sales tools on the market. To choose the right ones for your team you need to properly evaluate features and capabilities. The reviews below will help you do just that:
1. SPOTIO
Best For: B2B field sales sales teams, B2C door-to-door reps, and businesses seeking to improve rep efficiency and standardize their sales process.
G2 Rating: 4.5/5 Stars
SPOTIO is the leading engagement platform built for the unique challenges of field sales. While it offers a robust suite of tools for territory management, route planning, and activity tracking, its specific AI feature is the AI Intelligent Field Sales Assistant. SPOTIO AI is more than an intelligent knowledge base: giving reps instant answers to their process and product questions directly within the SPOTIO platform.
SPOTIO helps field sales teams close more deals by combining data-driven insights with intuitive features. In addition, SPOTIO integrates seamlessly with your existing tech stack. Connect SPOTIO to your preferred CRM software, scheduling app, etc. and build efficient workflows that allow your sales team to better leverage their time and resources.
Key Features:
- Find the highest quality leads by using 200+ built-in filters
- Automatically plan optimized routes from one stop to the next
- Quickly cut and assign territories to the proper sales reps
- Automate data entry tasks and boost productivity by 46%
- Track rep activity, location, and performance in real time
- Display sales leaderboards so reps can compete with peers
- Send personalized emails and text messages on autopilot
- Generate sales reports that only include the metrics you want
- Integrate SPOTIO with top CRMs and other popular sales tools
Pricing: Customizable annual plans for field sales teams with 5 or more reps. Request a demo to learn more.
2. Salesforce Einstein
Best For: Medium to large companies that are already invested in the Salesforce ecosystem and want to add a powerful layer of intelligence.
G2 Rating: 4.4/5 stars (for Sales Cloud)
Description: Salesforce Einstein is not a standalone product, but rather the AI technology layer built into the Salesforce platform. It analyzes all of your CRM data to deliver predictions, recommendations, and automation directly within the user’s workflow.
Key Features:
- Opportunity & Lead Scoring: Automatically scores leads and opportunities based on their likelihood to convert.
- Activity Capture: Automatically logs emails and events to the correct records, eliminating manual data entry.
- Forecasting: Provides AI-driven forecasts to predict sales revenue with greater accuracy.
Pricing: Einstein features are included in various Sales Cloud editions, starting from the Enterprise Edition. Specific add-ons are also available.
3. HubSpot Sales Hub
Best For: Large sales teams with complex needs
G2 Rating: 4.4/5 stars
Description: HubSpot Sales Hub is a comprehensive sales software built on top of its world-class CRM platform. It has heavily invested in AI features that are seamlessly integrated into the user’s daily workflow, making advanced technology accessible to teams without dedicated analysts.
Key Features:
- AI Assistants: Tools to help write prospecting emails, summarize call notes, and generate reports.
- Predictive Lead Scoring: AI automatically scores leads based on their likelihood to close.
- Conversation Intelligence: Built-in call recording and transcription with AI-powered analysis.
Pricing: Offers a free tier. Paid plans start at $20 per user, per month for the Starter package, $100 per user, per month for the Professional package, and $150 per user, per month for the Sales Hub Enterprise package.
4. LinkedIn Sales Navigator
Best For: B2B sales professionals who want to leverage the world’s largest professional network for prospecting and relationship building.
G2 Rating: 4.3/5 stars
Description: LinkedIn Sales Navigator is the premium sales solution from LinkedIn. It uses the platform’s vast data set and AI to help reps find the right prospects, understand key insights, and engage in a personalized way. It’s the essential tool for modern social selling.
Key Features:
- Advanced Lead & Account Search: Find the right people and companies with highly specific filters.
- Lead Recommendations: AI suggests new leads that are similar to your past successes.
- Real-time Sales Updates: Get alerts on key activities, like when a prospect changes jobs or is mentioned in the news.
Pricing: The Core plan starts at $90 per month, billed annually. Team and Enterprise plans also available.
5. Cognism
Best For: B2B companies, especially in Europe and North America, that need high-quality, compliant contact data for their outbound sales efforts.
G2 Rating: 4.6/5 Stars
Description: Cognism provides premium, globally compliant sales intelligence. Its primary strength lies in the quality and accuracy of its B2B contact data, particularly mobile numbers. The platform uses AI to help sales and marketing teams identify their ideal customers and build hyper-targeted outreach lists.
Key Features:
- Diamond Data®: Phone-verified contact information with 98% accuracy for confident dialing.
- Global Compliance: Fully compliant with GDPR and CCPA regulations, reducing legal risk.
- Intent Data: Partners with Bombora to identify accounts that are actively researching solutions like yours.
Pricing: Pricing is customized based on desired features and number of licenses. Request a consultation to get a quote.
6. Apollo.io
Best for: Sales teams (SMB to enterprise) focused on outbound prospecting and engagement, needing deep B2B contact data and automated CRM workflows.
G2 Rating: 4.8/5
Description: Apollo.io is a leading AI-driven sales intelligence platform with 275M+ verified contacts and 60M+ companies. It streamlines lead generation and multi-channel engagement, blending predictive analytics, workflow automation, and CRM integration to accelerate pipeline velocity and boost conversion rates.
Key Features:
- Massive Contact Database: Access to 275+ million verified B2B contacts and 60+ million companies with advanced filtering by job title, industry, location, and company size
- AI-Powered Email Assistant: Generate personalized subject lines, body text, and customized openers that adapt based on recipient engagement
- Intelligent Lead Scoring: AI agents analyze vast data sets to identify and prioritize high-potential prospects automatically
- Multi-Channel Automation: Create sophisticated outreach sequences combining emails, calls, and LinkedIn tasks with built-in dialer and call recording
- Real-Time Sales Intelligence: Continuous market data analysis providing up-to-the-minute insights on prospects and competitors
Pricing: Tiered licenses start at $49/user/month (annual). Enterprise plans and custom demos available.
7. ZoomInfo
Best For: Mid-market to enterprise companies that need a deep, all-encompassing B2B intelligence and engagement platform.
G2 Rating: 4.5/5 Stars
Description: ZoomInfo is one of the most well-known B2B database platforms. It offers a massive directory of company and contact information, enhanced with AI-driven insights like buyer intent signals, company org charts, and technology usage data (technographics).
Key Features:
- Comprehensive B2B Database: Access to millions of professional profiles and company details.
- Buyer Intent Signals: Identifies which companies are actively researching topics relevant to your business.
- Data Enrichment: Automatically cleans and updates the data within your existing CRM.
Pricing: Sold in packages based on features and credits. Requires a quote tailored to your business needs.
8. Seamless.AI
Best For: Sales reps and small teams who need to build targeted lead lists quickly and affordably.
G2 Rating: 4.4/5 Stars
Description: Seamless.AI brands itself as a real-time search engine for B2B contacts. Its AI engine scours the web to find and verify emails, direct dials, and company information on demand, making it a popular choice for fast-paced prospecting.
Key Features:
- Real-Time Search Engine: Pulls data live rather than relying on a static database.
- LinkedIn Integration: A robust Chrome extension allows you to find contact info directly from LinkedIn profiles.
- AI-Driven Data Verification: Uses a 10-step AI engine to validate contact data.
Pricing: Offers a free plan with limited credits. Pro and enterprise plans are also available.
9. Outreach
Best For: Sales teams of all sizes that want to standardize and automate their sales outreach process across multiple channels.
G2 Rating: 4.3/5 Stars
Description: Outreach is a market-leading sales engagement platform that helps teams automate and optimize their communication with prospects. It uses AI to analyze what works and what doesn’t, helping sellers create effective email sequences, call cadences, and social touchpoints.
Key Features:
- Automated Sequences: Build multi-step, multi-channel outreach campaigns.
- Kaia (Knowledge AI Assistant): An AI assistant that provides real-time coaching and content cards during live calls.
- Deal Insights: AI-powered analysis of your pipeline to identify deal risks and opportunities.
Pricing: Pricing is quote-based and tailored to team size and feature requirements.
10. Salesloft
Best For: Enterprise sales teams that need a powerful, all-in-one platform for digital selling, conversation intelligence, and deal management.
G2 Rating: 4.5/5 Stars
Description: Salesloft is a comprehensive sales engagement platform and a primary competitor to Outreach. It provides tools for the entire sales cycle, from prospecting to closing and forecasting. Its AI layer, “Conductor,” helps prioritize seller actions and surfaces key deal insights.
Key Features:
- Cadence: Automate and manage multi-channel communication workflows.
- Conversation Intelligence: Record and analyze sales calls to provide coaching and insights.
- Forecasting and Deal Management: AI-driven pipeline analysis and deal health scoring.
Pricing: Offers tiered packages for different team needs. Requires a consultation to get a quote.
11. Seismic Content
Best For: Enterprise B2B sales teams that need to ensure their reps are using the right marketing content at the right time.
G2 Rating: 4.7/5 Stars
Description: Seismic is the leading sales enablement platform. It uses AI to bridge the gap between marketing and sales by making it easy for sellers to find, personalize, and share the most relevant and effective content for any sales scenario.
Key Features:
- AI-Powered Content Recommendations: Automatically suggests the best content (case studies, presentations, etc.) for a specific deal.
- Personalization at Scale: Allows reps to quickly customize approved marketing materials for their prospects.
- Engagement Analytics: Tracks how prospects interact with shared content to provide buying signals.
Pricing: Pricing is quote-based and designed for mid-market and enterprise companies.
12. Gong.io
Best For: Data-driven sales teams of all sizes who want to understand exactly what’s happening in their customer conversations to improve performance and forecasting.
G2 Rating: 4.8/5 Stars
Description: Gong is the pioneer and leader in the revenue intelligence space. It uses AI to record, transcribe, and analyze every sales conversation your team has. It provides unfiltered reality into what top reps do, what customers are saying, and which deals are truly on track, moving beyond opinion-based coaching and forecasting.
Key Features:
- Call Analysis: Identifies key topics, talk patterns, and customer sentiment in every call.
- Deal Intelligence: Flags deal risks and provides visibility into the entire pipeline based on actual conversations.
- Market Insights: Aggregates conversation data to reveal what your market truly cares about.
Pricing: Sold on a per-user license basis. Pricing is available upon request and requires a custom quote.
13. Clari
Best For: Sales and revenue operations (RevOps) teams who need a highly accurate and transparent way to forecast revenue.
G2 Rating: 4.6/5 stars
Description: Clari is a purpose-built Revenue Platform that uses AI to provide end-to-end visibility into the revenue process. It automatically captures sales activity data and uses it to generate highly accurate forecasts, identify pipeline risk, and give leadership confidence in their numbers.
Key Features:
- AI-Driven Forecasting: Provides a real-time, predictive forecast that is consistently more accurate than manual methods.
- Pipeline Inspection: Automatically tracks deal activity and flags deals that are at risk of slipping.
- Activity Automation: Captures rep activity from emails and calendars to provide a true picture of deal health.
Pricing: Pricing is quote-based, designed for high-growth and enterprise teams.
14. Chorus.ai
Best For: Sales teams that want deep conversation intelligence and are already using or considering the ZoomInfo platform.
G2 Rating: 4.5/5 stars
Description: Chorus, now part of ZoomInfo, is a leading conversation intelligence platform and a direct competitor to Gong. It captures and analyzes customer interactions from calls, meetings, and emails to provide insights that help teams coach reps and close more deals. Its integration with ZoomInfo’s data provides an extra layer of context.
Key Features:
- Moment-Driven Insights: AI automatically surfaces key moments in calls, such as competitor mentions or pricing discussions.
- Personalized Coaching: Managers can see exactly where reps are struggling and provide targeted feedback.
- CRM Integration: Pushes key call data and notes directly into your CRM.
Pricing: Pricing is quote-based and often bundled with ZoomInfo’s other offerings.
15. Lavender
Best For: Individual sales reps and teams who want to dramatically improve the quality and effectiveness of their sales emails.
G2 Rating: 4.8/5 stars
Description: Lavender is a real-time email assistant that acts as a writing coach directly within your inbox or sales engagement platform. It uses AI to analyze your emails before you send them, providing a score and suggestions to improve tone, clarity, and length to maximize reply rates.
Key Features:
- Real-Time Email Scoring: Get instant feedback on your email’s likelihood of being opened and read.
- Personalization Assistant: AI researches your recipient and provides personalized opening lines and insights.
- Team Coaching Dashboard: Managers can see team-wide email data and identify coaching opportunities.
Pricing: Offers a free basic plan. The Pro plan is $29/user/month, and team plans are available.
16. Regie.ai
Best For: Sales and marketing teams that want to leverage generative AI to create entire campaigns and content workflows, not just single emails.
G2 Rating: 4.4/5 Stars
Description: Regie.ai is a generative AI platform built specifically for go-to-market teams. It goes beyond email coaching to create entire content campaigns, including multi-step email sequences, social media posts, and call scripts, all tailored to your specific buyer personas and company voice.
Key Features:
Key Features:
- Campaign Generation: Automatically creates complete outreach sequences based on your goals.
- Content Management System: A centralized place to store and manage all your approved sales content.
- Personalization at Scale: Uses AI to rapidly create personalized messages for large lists of prospects.
Pricing: Offers various tiers starting from a free plan. Paid plans are based on features and number of users, with custom quotes for enterprise needs.
How To Choose The Right AI Sales Tool For Your Team
Selecting the right AI sales tool can feel overwhelming, especially with so many options available to you in 2025. The wrong choice could cost your team time, money, and missed opportunities, while the right one can skyrocket your efficiency and sales performance.
To make the best decision, you should evaluate your team’s needs, workflows, and goals. Here’s a practical breakdown to help you choose wisely:
Understand Your Team’s Needs
Before you do anything else, ask yourself, “What does my team need out of an AI sales tool?”
For example, you might need to minimize data entry tasks, streamline the lead generation process, or send personalized follow-ups at scale. You might also need a tool that can accommodate a large team, orone that’s suitable for field sales strategies.
Different tools will help your team solve different challenges. A clear understanding of your pain points will keep you from spending money (and wasting time) on unnecessary features.
Prioritize Ease of Use and Customization
It doesn’t matter how powerful your AI sales tools are if your reps don’t know how to use them. Choose solutions that have intuitive interfaces and shallow learning curves. If the app has extensive training manuals, onboarding videos, and customer support, all the better.
In a similar vein, look for AI platforms that will adapt to your sales team’s unique workflows. In other words, invest in tools that allow for customization. Can you personalize the dashboard to track specific KPIs? Can you input specific information to aid lead scoring efforts? Will the tool in question integrate with your current tech stack? If not, consider investing in a different app.
AI sales tools should make your job easier. Cumbersome platforms that can’t be customized to meet your team’s exact specifications won’t accomplish this goal.
Consider the Scalability of the Tool
What works for a team of 5 might not work for a team of 50. When evaluating AI sales tools, prioritize solutions that can scale with your business. To do this, ask questions like:
- Can I add more users in the future? If so, how much will it cost?
- Does this tool have the advanced features that large teams need?
- Will this solution be able to handle more data without hindering performance?
If your AI tools aren’t scalable, you’ll have to upgrade them in the future. This will require a lot of time and expense. It will be better to find a quality tool that will grow with your business.
Gather as Much Feedback as You Can
You don’t have to choose AI sales tools by yourself. Involve your sales reps in the process. Doing so will improve adoption because you’ll know exactly what they want in this kind of app.
Next, read online reviews on sites like G2 and Capterra. What do past and current users like and dislike about each AI sales tool? These people have first-hand experience, so you should take their opinions seriously. (But remember that everyone has different needs. So don’t immediately discount an AI solution because it received a bad review.)
Finally, sign up for free-trials. That way you and your team can experience different AI platforms before you commit to them. If a company doesn’t offer a free trial, sign up for a free demo instead.
This will still allow you to see the tool in action and assess its features.
Always Remember Your Budget
Finally, pick a budget and stick to it.
You’ll be tempted to spend more than you can afford on AI sales automation tools. We don’t blame you. Some of these new apps can do incredible things.
But overspending is never recommended, especially since there are quality tools at just about every price point. You don’t have to spend thousands of dollars a month to benefit from AI.
At the same time, make sure you evaluate all costs. One app might cost you $50 a month, but require a $2,000 set up fee. Another app might cost $100 a month, but include onboarding. You’ll need to evaluate these scenarios to determine which offers a greater ROI.
And speaking of ROI, AI sales tools will help your sales team get more done in less time. This bump in efficiency should be part of the budgeting process. For example, you might be willing to spend a bit more on a tool because it includes a specific feature. And said feature will help you improve your team’s close rate and drive more revenue. So the added cost is worth it.
All in all, there’s a lot to think about when it comes to your budget for AI sales tools. Basically, pick a budget, evaluate all costs, and choose the tool that will maximize your ROI potential.
Frequently Asked Questions (FAQ)
What exactly is an AI sales tool?
An AI sales tool is a software application that uses artificial intelligence, machine learning, and data analysis to automate and augment tasks throughout the sales cycle. These tools can help with everything from finding new leads and personalizing outreach to analyzing sales calls and forecasting revenue, ultimately making sales teams more efficient and effective.
Will AI replace sales reps?
No, AI is not expected to replace sales reps. Instead, it’s designed to be a powerful assistant 🤖. AI automates repetitive, administrative tasks (like data entry and scheduling), freeing up reps to focus on high-value activities that require a human touch, such as building relationships, strategic thinking, and complex negotiations.
How do I choose the right AI sales tool for my team?
Start by identifying your team’s biggest pain points. Are you struggling with lead quality, writing effective emails, or forecasting accurately? Once you know the problem, look for tools that specialize in that area. Read reviews, compare features, and take advantage of free trials to see which tool is the best fit for your specific workflow and budget.
How much do AI sales tools cost?
The cost varies widely. Some tools, like browser extensions or basic AI assistants, might have free versions or cost as little as $20-$50 per user per month. More comprehensive platforms for sales engagement or conversation intelligence can range from $100 to $200+ per user per month. The price typically depends on the complexity of the features and the size of your team.
Level Up Your Field Sales With SPOTIO
AI sales tools are no longer optional—they’re key to staying competitive in 2025.
By adding AI to your company’s tech stack, you’ll be able to reduce data entry tasks, personalize messages, glean deeper insights, and a lot more. All of these things will help you connect with more leads, make more sales, and increase revenue.
Of course, you have to choose the right AI sales tools for your needs. If you’re in the field sales game, the right tool is almost always SPOTIO. Our platform is easy to use and loaded with quality features your team can use to hit its sales targets and drive success.
Some of those features include lead generation, task automation, route planning, sales tracking, and multichannel communication—all of which are backed by powerful AI technology.
Get a demo of SPOTIO today to experience our industry-leading tool in action and decide if it’s the right fit for your sales team. We’re confident you’ll love what you see!