Summary: Every audience list in Alta has a built-in Add Enrichment panel with four options — Phone Number, Email, Alta enrichment, and AI Custom Enrichment. This article walks through each option, how run scopes work, and how to edit an AI enrichment after you create it.

Who this is for: Anyone who builds audience lists in Alta and wants richer data — verified contact details, LinkedIn activity, signals, or fully custom AI-researched fields — before launching a campaign or exporting to a CRM.

Before you start

You need an audience list with people in it. If you don't have one yet, see the audience lists guide first.
Enrichment runs in the background — you can keep working while it completes.
If you want AI Custom Enrichment to use HubSpot data, connect HubSpot under Settings → Integrations first.

Open the enrichment panel

Go to Audience in the left navigation and open your list.
Click Add Enrichment in the top bar (next to Export and Add People).
The Enrichment panel opens on the right with four options: Phone Number, Email, Alta enrichment, and AI Custom Enrichment.

Option 1: Phone Number and Email

These are the quickest enrichments — they find verified contact details for the people in your list.

Click Phone Number, Email, or both to select them.
Click the run button at the bottom of the panel (see "Run scopes" below).

Option 2: Alta enrichment

Alta enrichment pulls profile data, activity, and signals for each person and their company. Its card notes what it covers: About, Work Experience, Recent Activity.

Click Alta enrichment. The Alta Enrichment screen opens with content grouped into Person and Company cards.
Review what each group includes:
- Person Profile — About, Work Experience, Education. This one is required, so its toggle is always on.
- Person Signals — work anniversary, job change, role change, new certification, new honor.
- LinkedIn Activity — the person's posts, comments, and likes.
- Company Profile — Overview, Industry, Size, Headquarters. Also required.
- Company Signals — funding, growth, launches, and more.
- Company LinkedIn Activity — the company's posts, comments, and likes.
Toggle the optional groups on or off, then click the run button.

Option 3: AI Custom Enrichment

AI Custom Enrichment researches anything you describe and writes the answers into new columns on your list. The card recommends running it after Alta enrichment, so the AI has profile data to work with.

Click AI Custom Enrichment.
Under "Tell us what data are you looking for?", describe what you want in plain language (for example, "Where did they study?"). Instructions must be at least 10 characters.
Click Generate Prompt. Alta drafts a full prompt and suggests output fields. You can click Regenerate Prompt to try again.
Fine-tune the draft:
- Prompt — edit the text directly and insert variables from Person, Company, Pitch, or your list's Custom Columns.
- Model — choose which AI model runs the enrichment.
- MCPs — toggle on connected integrations (such as HubSpot) to let the enrichment use them as additional data sources. The toggle is disabled until the integration is connected in Settings → Integrations.
- Fields — name each output column and pick its type. Click Add for more fields, or the trash icon to remove one.
Click the run button. You'll see a confirmation like "Enrichment saved. 5 enrichments triggered. This may take a few minutes to complete."

Run scopes: 5 rows, selected rows, or all rows

With nothing selected, the button reads Run on 5 rows — a small test batch, and the default we recommend for a first pass.
If you selected people in the list first, it reads Run on N selected rows.
Click the arrow next to the button and choose Run on all rows to enrich the whole list. Audience list operations are capped at 1,000 rows per run (the maximum list size).

Editing an AI Custom Enrichment

After an AI enrichment is attached to your list, you can reopen it to make changes. The Edit AI Custom Enrichment screen lets you change the prompt, model, and MCPs — the output fields are locked once created. Click Save and Alta refreshes the existing values with your updated prompt.

Tips and common pitfalls

Test on 5 rows first. Especially for AI Custom Enrichment — check the output columns before spending credits on the full list.
Run Alta enrichment before AI Custom Enrichment. The AI produces better answers when profile and company data are already filled in.
"No people in audience list" — this error means the run had nothing to process; add people to the list (or clear filters) and try again.
MCP warning icon — if an enrichment has HubSpot enabled but the integration is disconnected, you'll see a warning. Reconnect it under Settings → Integrations, or turn the toggle off to save without it.
Enrichment runs in the background. Progress appears on the list, and columns fill in as results arrive — you don't need to keep the panel open.