You get AI to research every form lead by sending each submission to an AI agent as well as to yourself. Add the agent's email address to the form's notification settings, and give the agent written instructions for what to do with each lead: research who they are, estimate fit and budget, add them to the CRM, and draft or send a reply. Every submission is then processed the moment it arrives.

Forms are the pipes of your sales effort. Every lead you will ever work starts as a few fields someone filled in: on a landing page, on your contact page, under a mortgage or ROI calculator. Whatever brought them there, a QR code, a bio link, a link in a Facebook comment, the form is where their details first land.

Most businesses stop there. The form sends an email, the email sits in an inbox, and someone gets to it eventually. Below I walk through how to build a form in a couple of minutes, get AI to place it on your page, and then the part that changes things: having an AI agent research and act on every submission before you have even read the notification.

What Is AI Lead Enrichment?

AI lead enrichment is the automated process of adding research and context to a new lead record, such as who the person is, their company, their likely needs and budget, using an AI model rather than manual lookup. It turns a name and an email address into a lead a salesperson can act on immediately.

In Dubb, enrichment runs through an email routine in Dubb Agent. The routine has its own email address. Add that address to your form's notifications and every submission is researched, added to your CRM and followed up according to instructions you write in plain language, while the original notification still reaches you.

Forms Are Where Every Lead Starts

It is worth being clear about how much depends on a form, because it is the least glamorous part of any funnel.

• Where forms live: landing pages, the contact page on your full website, and underneath calculators, such as a mortgage calculator, a real estate calculator or an ROI calculator.
• What sends people to them: a QR code on print, your website, a bio link, a link in a Facebook comment, a video page.
• What they produce: the lead data. Name, contact details and whatever else you asked for. This is where your sales effort actually begins.

Forms used to be painful to make. You opened a drag-and-drop builder, wrestled with layout, then tried to get it formatted on your website without breaking the page. That part is now quick.

Step 1: Build the Form in Dubb Studio

1. In Dubb Studio at dubb.com, go to Assets, then Forms.
2. Click the plus button.
3. Give the form a title and a description.
4. Select the fields you want.
5. Set the button text, such as "Submit".
6. Add an email notification so you hear about every submission. You will come back to this in step 3.
7. Choose what happens after someone submits: forward them to a URL, or show a custom message such as "Thanks for filling out the form, we'll get back to you."
8. Click Save and Close.

Ask only for fields you will use. Every extra field costs submissions, a point we cover in more depth in our guide to lead magnet delivery. Enrichment makes this easier, because the agent can find much of what you used to ask for.

Step 2: Ask the Agent to Put It on Your Page

Once the form exists in Dubb Studio, Dubb Agent can find it and place it for you. You can simply ask the agent to find your form by name. Or, to be exact about which form you mean, click Copy form prompt on the form, open a new chat in Dubb Agent, paste it, and add your instruction:

The agent updates the page in real time. In the walkthrough, we used a real estate team's website: their contact page now has the form embedded below the contact details, formatted to match the rest of the site. Having the agent update landing pages this way requires a Pro Plus account on Dubb Studio.

The same request works for a landing page built for one specific person, or for a calculator page where the form should sit under the result.

Step 3: Give the Agent Its Own Inbox for Submissions

This is where a form becomes a pipeline. The idea is simple: your form already emails someone when it is submitted. Make one of those someones your AI agent.

1. In Dubb Agent at ai.dubb.com, open Routines.
2. Go to the Email tab, the third one.
3. Create a routine with its own custom email address, dedicated to processing form submissions.
4. Write the instructions for what the agent should do with each submission. The next section covers what to put in them.
5. Copy the routine's email address.
6. Go back to your form in Dubb Studio, open the email notification setting from step 1, and paste the agent's address in.
7. Add your own email address as well, then save.

That last step gives you the best of both worlds. The agent processes every lead, and you still get the submission in real time, so nothing depends on the agent alone. If you want to understand how email routines work in general, and why forwarding to an agent beats waiting for it to check an inbox, see our post on AI email automation.

To watch it work, open Dubb Agent and use the Routines filter. Each incoming lead shows up there, with what the agent did about it.

What to Put in the Enrichment Routine

The routine is just instructions in plain language. Here is a starting point:

Each line does a job, and each one has a check worth building in:

Start with two or three of these, not all six. Research and CRM entry are the safest first steps, because nothing leaves your business. Add the reply once you trust the research.

What to Keep a Human On

This is advanced work: the agent takes the submission, researches it, writes and sends an email, adds the CRM record and builds a page, without anyone touching it. That is also why a few things deserve your eyes.

The research can be wrong. AI research is fast and usually useful, and occasionally confident about the wrong person. Treat it as a briefing to check, not a file of facts.

Budget is a guess. A budget estimate from public information helps you prioritize. It should never appear in anything the lead sees.

The first reply sets the tone. A reply that says "I see you just raised a funding round" to someone who asked a simple question feels like surveillance, not service. Tell the agent to use research to prioritize and prepare, and to reply only about what the person actually asked.

The phone call is still yours. Enrichment exists so that when you call, you already know who you are talking to. It does the first hour of work on every lead. The relationship is still the job.

Researching People Who Contact You: The Privacy Side

Looking someone up after they have asked you to contact them is normal sales practice. Storing what you find, and acting on it automatically, can bring obligations depending on where the person is.

Under the GDPR, for example, Article 14 says that when you collect personal data about someone from sources other than them, you must tell them, including what you collected and where it came from. If you use that data to contact them, the information is due at the latest at your first communication. Similar rules exist elsewhere, and they change.

The practical steps are simple. Keep a clear privacy notice linked from your form saying you may research submissions to respond better. Keep enrichment to business-relevant information. And check what applies where your leads are, not just where you are.

Dubb Agent, HubSpot and Clay Compared

If your leads are businesses and you need precise company data at scale, a dedicated enrichment tool is worth it. If you are a solo agent, advisor or small team and what you need is to know who just contacted you and get a good reply out fast, an agent with instructions does most of the job.

Common Mistakes With AI Lead Enrichment

Replacing yourself in the notification. Always keep your own email on the form notification next to the agent's. If anything goes wrong with the routine, you still have every lead.

Letting it send on day one. Run research and CRM entry first. Add drafted replies. Promote to sending only after a week of drafts you would have sent yourself.

Quoting the research back to the lead. Use what the agent finds to prepare, not to impress. Reply to what they asked.

Asking for more fields "for enrichment". The point of enrichment is fewer fields. Name, email and the question they have is often enough.

Forgetting the form is still the front door. Test the form yourself on a phone after it goes on the page. A beautiful routine behind a broken form processes nothing.

Proof: Why This Actually Works

Based on anonymized patterns across Dubb users who route form submissions to an agent routine, mostly real estate agents, financial advisors and small service businesses, observed over the past few months, two patterns stand out.

The first is speed. Leads that come in overnight or during a busy day get a considered reply in minutes instead of the next morning, and the owner starts the day with a short list of who to call first and why, instead of an inbox of bare names.

The second is that the calls themselves change. When the person on the phone already knows the lead's role, company and what they asked about, the first conversation starts at the second step. Owners describe it less as automation and more as having someone prepare a briefing before every call.

Frequently Asked Questions

What is AI lead enrichment?

AI lead enrichment is using an AI model to add research and context to a new lead automatically: who they are, what company they are with, what they likely need, and how good a fit they are. It turns a bare form submission into a lead a salesperson can act on right away, without manual lookup.

How do I add a form to my website contact page?

In Dubb, build the form under Assets and then Forms in Dubb Studio, choosing your fields, button text, notification email and what happens after submission. Then ask Dubb Agent to add it to your contact page, either by naming the form or by pasting its copied form prompt into a new chat. Test it on a phone once it is live.

Can AI research a lead automatically when they fill out a form?

Yes. Create an email routine in Dubb Agent, which gives the agent its own email address, and write instructions for what to do with each lead. Then add that address to your form's notification settings. Every submission is sent to the agent, which researches the person, adds them to your CRM and drafts or sends a follow-up according to your instructions.

Will I still get the form notification if the AI is processing it?

Yes, as long as you add your own email address to the form's notification alongside the agent's. Both addresses receive every submission, so the agent processes the lead while you still see it in real time. Keeping yourself on the notification is also your safety net if the routine ever needs adjusting.

Is it legal to research people who fill out my form?

Generally, researching someone who has asked you to contact them is normal sales practice, but storing and acting on what you find can carry obligations. Under the GDPR, for example, people must be told when you collect data about them from other sources, at the latest when you first contact them. Rules differ by country, so link a clear privacy notice from your form and check what applies to your leads.

Do I need a paid plan to add forms to landing pages?

Forms are built in Dubb Studio, and having Dubb Agent update your landing pages requires a Pro Plus account on Dubb Studio. The enrichment routine runs in Dubb Agent. Check the current plans on the pricing page before you set this up.

Let the Agent Do the First Hour of Every Lead

Here is the whole thing in three steps. Create the form. Ask the agent to put it on your website or landing page. Then give the agent its own inbox so every submission is researched, recorded and followed up the moment it lands, while you still get the notification yourself.

That is what we are about at Dubb: closing more deals by spending your time where it matters, which is listening to the people who reach out. If you want the exact Dubb forms skill or the email routine skill I used, comment forms or email routine on the video and we will send you the link from our AI skills library.