I'll be honest with you. I've spent weeks digging through user reviews, Reddit threads, and that bombshell TechCrunch investigation. Here's what I found. And why most of you should probably skip both.
Before we get into the details, here's what you're really looking at. I've stripped out the marketing fluff.
| Factor | 11x (Alice) | Artisan (Ava) |
|---|---|---|
| Starting Price | ~$5,000/month Not Public | ~$1,500-2,000/month Not Public |
| Contract Terms | Annual (1-3 years) Locked In | Annual required Locked In |
| Can You Actually Leave? | 3-month opt-out exists. In theory. Users say good luck. | Unclear. Nobody seems to know. |
| Total Funding | $74M (a16z, Benchmark) | $36.5M (Glade Brook, HubSpot, YC) |
| G2 Presence | Profile unclaimed Red Flag | Active profile, mixed reviews |
| Reply Handling | Can't do it Big Gap | Limited. Better than 11x at least. |
| Best For | Massive TAM, 10K+ contacts/month | All-in-one platform seekers |
| The Big Risk | TechCrunch scandal (March 2025) | Product still maturing |
In March 2025, TechCrunch dropped an investigation that, well, wasn't great. They reported 11x was listing customers it didn't actually have. ZoomInfo and Airtable among them. ZoomInfo's response? They said 11x's product "performed significantly worse than our SDR employees" during a trial. Ouch. There are also allegations that 11x inflated ARR by counting 3-month trials as if they were annual contracts.
Source: TechCrunch: "a16z- and Benchmark-backed 11x has been claiming customers it doesn't have" (March 24, 2025)
The pitch sounds incredible, honestly. "Alice" is an AI SDR that handles prospecting, email outreach, LinkedIn messaging, and meeting booking. They've also got "Julian" for phone calls. The promise? Replace your human SDRs with AI agents that work 24/7 at a fraction of the cost.
And look. I get why that's appealing. SDR salaries are expensive. Turnover is brutal. If this actually worked, it would be a game changer.
Here's the thing. 11x doesn't publish pricing. Never a great sign, by the way. Based on what users report, you're looking at roughly $5,000/month for 3,000 contacts. That works out to about $1.67 per email sent.
The kicker? Annual contracts. One to three years. They'll tell you there's a 3-month opt-out clause, but user after user says trying to actually use it is an adventure.
That one stuck with me. It's one thing to buy software that doesn't work. It's another to keep paying for it after you've stopped using it.
Small thing, but it bugs me. If you're confident in your product, why not claim your G2 profile? Let the reviews speak for themselves.
Reading that one hurt a little. Not because I have any stake in 11x. But because you can feel the frustration. Someone believed the pitch, signed the contract, and now they're stuck.
Artisan closed a $25M Series A in December 2025. Glade Brook led, HubSpot Ventures participated. That's real validation. But it also means pressure to grow fast. In my experience, growth pressure often translates to aggressive sales tactics. Something to watch.
Source: Artisan Blog announcement (December 2025)
Artisan positions "Ava" as your AI BDR. An autonomous agent that finds leads (from a 300M+ database), researches them, writes personalized emails, handles LinkedIn outreach, and books meetings. The pitch: consolidate your entire outbound stack and let the AI handle 80% of the work.
It's a compelling vision. I'll give them that. One platform instead of five tools duct-taped together.
Again, no public pricing. Sensing a pattern here? Based on various sources, expect somewhere in the $1,500-$2,000/month range to start, with costs scaling based on how many contacts you're reaching.
That's not super helpful for budgeting, is it? You basically have to get on a call to learn what you'd actually pay.
The Artisan experience seems more varied than 11x. Some people love it. Some people really don't.
1,400 emails. Zero replies. I don't even know what to say about that. Maybe their targeting was off? Maybe the copy was bad? But still. That's a lot of nothing.
But then there's this:
Same platform. Totally different experience. That inconsistency is what concerns me. You're rolling the dice on whether you'll be the success story or the cautionary tale.
Here's my honest take, broken down by company stage. And yes. For some of you, the answer is "neither."
Here's the math: At $5K/month (11x) or $1.5-2K/month (Artisan), you're committing $18K-$60K/year to unproven AI tech with annual lock-ins. That's 30-60% of a junior SDR's salary. Except the SDR can adapt, learn your product, and actually hold a conversation.
Your ICP is probably too narrow for AI SDRs to work well anyway. These tools shine with massive TAMs. Niche B2B? Not so much.
What I'd do instead: Apollo.io ($49/user/month) plus Instantly ($37/month for warmup). Let AI draft the emails, but have a human review them before they go out. Total cost: ~$100-150/month. You keep control, preserve cash, and can iterate fast when something isn't working.
If you're seriously looking at 11x: The TechCrunch investigation should give you pause. Real pause. Before signing anything, demand a 30-60 day pilot with clear, written exit terms. Verify their customer references yourself. Don't just trust the logos on their website. We know how that turned out.
If Artisan's more your speed: It's more defensible post-funding at a lower price point. Still, insist on a pilot period with defined success metrics before committing annually. Best fit if you've got a broad TAM and genuinely need to consolidate tools.
Better idea? Try AiSDR first. $750/month, monthly contracts. If AI SDRs work for your business, great. You'll have data to justify the bigger spend. If they don't, you're out $750, not $60K.
11x might work if: You're targeting 100K+ addressable contacts, can absorb the risk if it fails, and have internal resources to really dig into whether it's performing. The "done-for-you" black-box approach appeals to some enterprise teams. Just verify everything given the credibility questions.
Artisan might work if: Tool consolidation is genuinely a priority and you've got people who can spend 2-3 weeks configuring it properly.
Worth considering: Reply.io's Jason AI ($2,500-5,000/month) has stronger enterprise references and more mature integrations. Higher cost, but fewer question marks around execution.
Okay, here's the uncomfortable truth that AI SDR vendors won't tell you. The technology isn't mature enough for most use cases.
Think about it. Both 11x and Artisan are betting that AI-generated emails can replace human SDRs. The evidence? Mixed at best. The inbox is already drowning in AI-generated outreach. Prospects can smell it. Adding more AI emails to the pile doesn't solve the conversion problem. It might actually make it worse.
AI SDRs work best for high-volume, low-personalization outreach to massive, undifferentiated TAMs. But that's exactly the kind of outreach nobody wants to receive anymore.
There's also a meta-problem here. If everyone's using the same AI SDR tools, writing the same kind of "personalized" emails based on the same LinkedIn signals, where's the differentiation? You're competing on who can send more AI spam faster. That's not a race I'd want to win.
This is either the beginning of something real, AI agents that genuinely augment human SDR teams and free them for higher-value conversations, OR an expensive experiment that burns through your budget while competitors just hire actual humans who book actual meetings.
Right now, the red flags lean toward the latter. 11x's credibility crisis. Artisan's wildly inconsistent user results. The fundamental problem of AI emails in an AI-saturated inbox.
If you're going to try AI SDRs anyway:
If you want to test AI-assisted outreach without betting $60K on it, here are some alternatives that won't lock you into a year-long commitment:
| Tool | Price | Contract | Best For |
|---|---|---|---|
 |
$750/month | Monthly | Testing AI SDR concept without getting trapped |
 |
$49-99/user/mo | Monthly Available | Data + sequences while keeping human control |
 |
$2,500-5,000/mo | Annual Typical | Enterprise-scale AI SDR with proven track record |
 |
$149-699/month | Monthly | Data enrichment + AI personalization (needs technical setup) |
 |
$37-97/month | Monthly | Email warmup + deliverability infrastructure |
Notice a pattern? The tools with monthly contracts tend to be the ones confident enough in their product that they don't need to lock you in.
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