Buying another SaaS used to be the default move: pick a logo, pay per seat, hope it fits. More teams now sketch their own AI workflows instead — small internal tools on top of APIs, not another SaaS contract in a crowded market.
Why the shift?
SaaS fatigue is real
Tool sprawl costs money and attention. Each new product wants your data, your SSO, your habit change. AI features bolted onto existing SaaS often feel generic: fine demos, weak fit for how your team actually works.
When the value is “summarise our tickets the way we write them,” a thin custom layer can beat a polished product built for everyone.
What “build your own” usually means
Not a giant platform from scratch. More often: a script, a Slack bot, a private web form that calls a model with your prompts, your templates, your knowledge base. Prototypes in days, not quarters — then harden what people keep using.
You own the prompts, the logging, and the decision of what never leaves the company.
When buying still wins
Compliance-heavy domains, huge scale, and problems where vendors have years of edge cases (billing, CRM, full support suites) still favour products. Building everything is a trap.
Many prototypes start closer to building with no-code and low-code tools than to a full platform team.
Custom stacks still need financial discipline around counting AI token costs alongside headcount.
The smart pattern is selective: buy commodities, build the AI glue that encodes your process. That is why more firms open a laptop and wire an API instead of adding yet another subscription they will half-use.
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