Build vs. buy: a decision framework for AI

Should you build that AI feature, buy a vendor, or wait? A simple framework we use with every client to avoid the two most expensive mistakes.

Two expensive mistakes dominate AI strategy: building commodity capabilities you should have bought, and buying core differentiation you should have built.

Our rule of thumb: buy the plumbing, build the moat. If a capability is undifferentiated infrastructure — transcription, OCR, generic chat — buy it and move on. If it encodes your unique data, judgment, or workflow, that's where building pays off.

The third option, 'wait,' is underrated. For fast-moving capabilities, six months of patience can turn a six-figure build into a config change. We help you spot which bets are worth making now and which to revisit next quarter.