Advocates for buying most AI agents off the shelf to leverage existing solutions. Building should be reserved for the small fraction where no suitable tool exists, where you can replace a mediocre incumbent, or where proprietary data is a key advantage.
Related Insights
Early-stage startups should resist applying AI everywhere. Instead, they should focus on one high-impact area where processes already work. AI is most effective as an amplifier for a solid foundation, not as a shortcut or a fix for fundamental strategic problems. Start small with integrated tools.
While it's tempting to build custom AI sales agents, the rapid pace of innovation means any internal solution will likely become obsolete in months. Unless you are a company like Vercel with dedicated engineers passionate about the problem, it's far better to buy an off-the-shelf tool.
Before engaging external partners, decide your tech strategy. 'Build' in-house for a core competitive advantage. 'Buy' off-the-shelf enterprise solutions for broad utility. 'Borrow' expertise from agencies for specialized projects where you want to upskill your team.
The opportunity cost of building custom internal AI can be massive. By the time a multi-million dollar project is complete, off-the-shelf tools like ChatGPT are often far more capable, dynamic, and cost-effective, rendering the custom solution outdated on arrival.
The rise of AI agents introduces a new strategic layer for marketers. They must now decide when to buy out-of-the-box agents, use workflow tools for assembly, or custom-build agents for niche, proprietary tasks. This "build vs. buy" competency is becoming a key marketing differentiator.
Companies will adopt a hybrid "build vs. buy" approach. They will use AI agents to build bespoke, simple software "screwdrivers" for specific workflows on the fly, eliminating many niche SaaS tools. However, they will continue to "rent" large, foundational platforms like ERPs and CRMs, which serve as heavy-duty "trucks."
Don't assume AI can effectively perform a task that doesn't already have a well-defined standard operating procedure (SOP). The best use of AI is to infuse efficiency into individual steps of an existing, successful manual process, rather than expecting it to complete the entire process on its own.
Avoid paralysis of choice in the crowded AI tool market. Instead of chasing trends, identify the single most inefficient process in your marketing organization—in budget, time, or headcount—and apply a targeted, best-of-breed AI solution to solve that specific problem first.
Forgo building custom AI tools for common problems. Instead, purchase 90% of your AI stack from specialized vendors. Reserve your in-house engineering resources for the critical 10% of tasks that are unique to your business and for which no adequate third-party solution exists.
Large companies integrate AI through three primary methods: buying third-party vendor solutions (e.g., Harvey for legal), building custom internal tools to improve efficiency, or embedding AI directly into their customer-facing products. Understanding these pathways is critical for any B2B AI startup's go-to-market strategy.
