If nobody runs the report, the problem does not exist
Reactive analytics means problems age silently until a deal slips or a campaign lands wrong. The cost is real, and the signal was sitting in your data the whole time.
Wave · AI Observations
Wave tells you what needs attention. Before you think to look.
Overnight, Wave checks your tenant for problems no dashboard shows unless someone thinks to ask: engaged people with no seat on any buying committee, and CRM enrichment coverage quietly dropping. You wake up to findings, not noise.
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Overnight findings
6 engaged contacts have no committee seat
Active readers at 3 target accounts
Review candidates
Enrichment coverage dipped on 2 fields
Fewer contacts carry a current channel prediction
Inspect writeback
Quick answer
AI Observations is Wave's proactive monitoring layer. Every night, Wave scans your tenant and surfaces findings that need action: people actively consuming your content who hold no buying-group seat (pipeline leakage hiding in plain sight), and drops in Wave's live CRM enrichment coverage (your MAP and CRM quietly going stale). Findings land in a live inbox with context attached, and nightly re-runs update in place, so the inbox reflects current state instead of accumulating alert spam.
Key capabilities
- Nightly checks across your whole tenant, automatic
- Surfaces engaged contacts missing from every buying committee
- Catches CRM enrichment coverage drops before campaigns run stale
- Findings carry context: who, which account, what changed
- Updates in place, so the inbox is current state, not alert history
- Opt-in per tenant, with a global emergency stop
Last updated: July 2026
The problem
Dashboards only answer the questions someone asks.
Every reporting tool in your stack is reactive: a human logs in, runs the report, and notices. The failures that cost pipeline are the ones nobody thought to check.
Warm buyers walk through unnoticed
A prospect actively consuming your content with no seat on any buying committee is invisible to your ABM motion: no curriculum, no recommendations, no tracking. That is pipeline leakage in plain sight.
Enrichment fails silently
A connector token expires or a sync fails, and your CRM quietly stops receiving predictions. Every workflow downstream keeps routing on stale data, and nobody is watching for it.
How Wave does it
A nightly pass over everything, findings by morning.
Observations work because Wave already joins content consumption, buying-group structure, and live enrichment state in one model. That join is what makes these findings possible.
- 01
Wave scans overnight
Every night, automated checks run across your connected data. No query to write, no report to schedule, no dashboard to remember.
- 02
Deviations become findings
Wave joins signals no single system holds: content consumption against committee seats, live enrichment coverage against its recent baseline. When something deviates, it becomes a finding.
- 03
Findings land in a live inbox
Each card carries its context: the engaged people and what they consumed, or the coverage trend and the probable upstream cause. Findings are written to be acted on, not decoded.
- 04
You act, Wave confirms
Seat an engaged contact on the right committee, or jump to the connector and re-sync. The next nightly pass reflects the fix, and resolved findings do not linger.
Where it fits
Only a platform that models everything can watch everything.
Point tools can alert on their own data. These findings require joining content, committees, and CRM enrichment state, and Wave is the layer that holds all three.
Your connected systems
Wave
Findings inbox
Unseated-contact findings draw on the same committee model that powers Wave's buying-group intelligence, and coverage findings watch the live HubSpot enrichment Wave itself maintains, properties like tw_predicted_promo_channel that your workflows route on. Observations are Wave-internal intelligence: nothing is pushed into your MAP or CRM, and acting on a finding is always an operator decision. The framework is built to take on new observation types without re-architecture.
Works alongside Buying Group Intelligence, HubSpot Enrichment, The full Wave platform.
Why Wave is different
Insights wait to be asked. Findings arrive on their own.
The intelligence category is built on reactive reporting. Wave breaks from that model: it watches your investment continuously and reports to you.
Most tools
Wave
MAPs, ABM platforms, and revenue tools require a human to log in, run the report, and notice.
Wave runs the checks nightly, on its own, and tells you what needs attention.
Alerting tools fire on raw thresholds and bury the signal in noise.
Findings are joined and contextual, and nightly re-runs update in place: the inbox reflects what matters now.
No other platform joins content consumption to buying-committee seats, so engaged-but-unseated buyers stay invisible.
Wave models both, so it is the system that can see a warm buyer missing from every committee.
Nobody monitors AI enrichment health; failures surface when a campaign goes out wrong.
Wave watches its own writeback coverage and flags a drop, with the probable cause, before the next send.
FAQ
Questions buyers ask about AI Observations.
What is AI Observations in Wave?
A proactive monitoring layer. Wave scans your tenant nightly and surfaces findings that need action, starting with engaged contacts who hold no buying-group seat and drops in live CRM enrichment coverage. Findings appear in a live inbox inside Wave with context attached.
What does Wave check for today?
Two finding types: engaged people with no seat on any buying committee, and significant drops in Wave's live CRM enrichment coverage. The framework is designed so new observation types can be added without re-architecture.
Why do unseated engaged contacts matter?
They are buyers signaling real interest, actively consuming your content, who are invisible to your committee program: no curriculum, no recommendations, no tracking. Surfacing them turns silent pipeline leakage into a one-decision fix: review the person and seat them.
What is an enrichment coverage drop?
Wave maintains live predicted properties in your CRM. When the share of contacts receiving them falls sharply, something upstream broke: an expired connector token, a failed sync, a data-quality change. The finding shows the trend and the probable cause so you can fix it before campaigns route on stale data.
Will this flood me with alerts?
No. Nightly re-runs overwrite the day's findings in place, so the inbox reflects current state rather than a history of fires. A resolved finding disappears; a persisting one stays visible.
Do observations write anything to my CRM?
No. Observations are Wave-internal intelligence surfaced in the operator console. Acting on one, seating a contact or re-running a sync, is always an explicit operator decision.
Is AI Observations on by default?
No. It is opt-in per tenant, and a global emergency stop exists above the per-tenant switch. A tenant that has not opted in receives zero observations.
How do I see observations on my own data?
Book a 20-minute walkthrough. We will show the findings inbox against live data and what a morning with Wave looks like.
See it on your data
Find out what Wave would flag tonight.
Book a 20-minute walkthrough. We will show you the findings inbox and the kinds of problems it surfaces before anyone thinks to look for them.
Request a demo