# What Is Surface?



Surface is a marketing system with two halves that feed each other.

**The infrastructure half** sits on your website and captures demand: a tag
that records who arrives and where from, forms that branch on the answers,
scheduling that books the qualified ones, and a lead record that keeps what all
of it learned.

**The agent half** reads that record and does the work: researching and scoring
leads, keeping your CRM current, finding the questions buyers ask AI engines,
and writing the campaigns that answer them.

## What It Replaces [#what-it-replaces]

| You probably run             | Surface does it as                                                                                                             |
| ---------------------------- | ------------------------------------------------------------------------------------------------------------------------------ |
| Typeform / HubSpot forms     | [Dynamic Lead Forms](/platform/forms/builder)                                                                                  |
| Chili Piper / Calendly       | [Intelligent Scheduling](/platform/scheduling/overview), with no per-seat pricing                                              |
| Manual enrichment runs       | [Lead Agents](/platform/lead-agents/overview). You can also [connect the provider you already pay for](/platform/integrations) |
| An AEO/GEO monitoring tool   | [AI Visibility](/platform/ai-visibility/overview)                                                                              |
| A content agency retainer    | [Campaign Agents](/platform/campaign-agents/overview)                                                                          |
| GA4 dashboards nobody trusts | [Traffic Intelligence](/platform/traffic/analytics)                                                                            |

Most teams start with the tag or forms, then add agents.

## Where the Intelligence Comes From [#where-the-intelligence-comes-from]

<Steps>
  <Step title="Your traffic">
    The [Surface Tag](/platform/traffic/surface-tag) records who arrives, from
    where, and what they do. Visitors who came from an answer engine are
    reported that way instead of as "direct".
  </Step>

  <Step title="Your leads">
    Every capture becomes one record in the [Lead Data Layer](/platform/leads):
    enriched, scored, stamped with the journey that produced it. Outcomes
    (meetings, closed deals) come back to that record.
  </Step>

  <Step title="Your Vault">
    The [Vault](/platform/vault/overview) is your own words: positioning, proof,
    objections, voice. Agents read it before they write.
  </Step>
</Steps>

## What "Agentic" Means Here [#what-agentic-means-here]

Agents in Surface:

* **run without being asked**: enrichment and scoring fire on capture, and the
  competitor agent checks on its own timer.
* **write to real systems**: the lead record, your CRM, the CMS, your calendar.
* **stop for a human before they publish or change anything**. See
  [SAM's approval gate](/platform/sam/limits).
* **are metered**: an *agent action* is the unit your plan is sized in, see
  [Core concepts](/concepts#agent-action).

<Cta title="See it against your own site" href="https://www.withsurface.com/book-demo" label="Book a demo">
  We'll run a traffic audit and an AI visibility scan on your domain before the
  call.
</Cta>