Should You Build, Buy, or Partner for Your AI Journey? 🤔
By Polly Barnfield, OBE, CEO of Maybe*
Every week, business leaders ask us the same question: "Should we build our own AI solution, buy something off-the-shelf, or partner with specialists?" The answer isn't simple, but there's a framework that can guide you to the right choice.
We're living through a transformation as significant as the Internet revolution. Every product company is now an AI-enabled product company, whether they realise it or not. The decision you make here isn't just about technology—it's about your company's future. Get it right, and you'll unlock unprecedented efficiency and competitive advantage. Get it wrong, and you'll waste valuable resources whilst your competitors pull ahead.
Why This Decision Matters More Than Ever
AI isn't just another tool in your tech stack—it's becoming the foundation of how modern businesses operate. Unlike previous technological waves, AI implementation presents unique challenges related to data security, customization needs, and the rapid pace of technological change.
At Maybe*, we've helped hundreds of businesses navigate this decision. There's no one-size-fits-all answer, but there is a proven framework that can guide you to the right choice for your unique situation.
The Four Paths to AI Implementation
When it comes to integrating AI into your business, you have four fundamental options:
1. Build: Develop AI Solutions In-House
What it means: Assembling your own team of data scientists, ML engineers, and AI specialists to create custom solutions tailored to your specific needs. This goes way deeper than using ChatGPT—you're building sophisticated systems from the ground up.
When it makes sense:
You have highly specialised requirements that no existing solution can meet
AI is central to your core business model and competitive advantage
You have the budget and timeline for long-term development (typically 12+ months)
You can attract and retain top AI talent
The reality check: Building your own AI is like generating your own electricity—sometimes necessary for specialised industrial needs, but most businesses benefit more from connecting to the grid. For most companies, it's an unnecessary distraction from core business activities.
Perfect for: Tech companies where AI is the product, organizations with unique data science requirements, businesses with substantial R&D budgets.
2. Buy: Purchase Ready-Made AI Solutions
What it means: Licencing or subscribing to existing AI platforms, tools, or services that can be implemented quickly with minimal customisation. Think plug-and-play solutions that promise immediate results.
When it makes sense:
Your needs align with standardised use cases
Speed to implementation is critical
You want predictable costs and timelines
The AI functionality is important but not your core differentiator
You have limited internal AI expertise
Success story: We recently worked with a client facing a critical operational bottleneck. Instead of building a custom solution, we identified an existing product that perfectly matched their needs. Within days, they had the licenses and were seeing results, versus the months it would have taken to build something custom.
The trade-offs to consider:
Limited customisation options
Potential integration challenges with existing systems
Dependence on vendor roadmap and pricing decisions
If everyone in your industry uses the same tools, where's your competitive advantage?
Perfect for: Standard business functions like email automation, basic chatbots, simple analytics, and standard workflow optimisations.
3. Partner: Collaborate with AI Specialists
What it means: Forming strategic partnerships with AI-focused companies who can help select, develop, and implement solutions whilst you focus on your core business. It's the middle ground between building and buying—customised solutions without the overhead.
When it makes sense:
You need customisation beyond off-the-shelf solutions but lack internal capabilities
You want to accelerate your AI journey without building a team from scratch
You need specialised expertise for specific projects
You want to share risk and investment
You're looking to transform your business model with AI
The partnership advantage: Access specialised expertise when needed, faster implementation than building in-house, lower risk than going it alone, and flexibility to scale as needed.
Real-world impact: Birmingham City Council partnered with us to modernize their business support services. The result? They now support 300+ local businesses through AI-powered, multilingual platforms, with particular success among independent and diverse entrepreneurs in the city's visitor economy.
4. Build with Maybe* AI Agent Builder: The Game-Changing Fourth Option
What it means: Using Maybe* AI Agent Builder to create mission-driven, production-ready AI agents through guided conversation—no coding required. Unlike traditional AI tools that provide generic responses, this creates high-performing agents built to execute real tasks and represent your brand exactly as intended.
Why this changes everything: Traditional AI agents are often generic assistants that merely provide information. Maybe* AI Agent Builder creates agents that follow structured logic, execute specific workflows, and deliver consistent, brand-safe results every time.
When it makes sense:
You need AI agents that execute tasks, not just provide generic chatbot responses
You want the customisation of in-house development without coding complexity
You need production-ready agents with built-in guardrails and version control
You want brand-safe assistants that follow structured workflows
You need agents that use multiple tools dynamically based on context
What makes Maybe AI Agent Builder revolutionary:*
Guided Creation Process: No code, no guesswork. Smart, modular setup where you define mission, shape audience behaviour, and set tone and capabilities—all confirmed step-by-step so your agent acts exactly as intended.
Real Plugins, Real Tools: Your agents can research with Perplexity, generate visuals with Stable Diffusion, or use Mistral + Gemini for smart refinement. They're not chatbots—they're capable digital workers.
Workflow That Works: From first input to final output, your agent follows a clear execution plan. It knows what to do, in what order, and how to respond—no matter the request.
Production-Ready Quality: Every agent is versioned, editable, and locked to its purpose. You can update, refine, or restore with full control without ever losing alignment. Plus, QA test prompts verify skills before going live.
Perfect for:
Content teams deploying multi-plugin generators
SaaS teams launching brand-safe assistants
Operations teams replacing brittle logic trees
Support teams creating intelligent troubleshooting agents
Anyone tired of debugging tool chains by hand
Success example: Growth Society, working with some of the UK's fastest-growing e-commerce brands, used Maybe* AI Agent Builder to cut manual work by 30% whilst dramatically improving accuracy and strategic decision-making capabilities.
Decision Framework: Which Path Is Right for You?
| Criteria | Build | Buy | Partner | Maybe* AI Agent Builder |
|---|---|---|---|---|
| Time to Deploy | 12+ months | Days to weeks | 2-6 months | Days to weeks |
| Customisation | Unlimited | Limited | High | High |
| Cost | Very High | Low to Medium | Medium to High | Low to Medium |
| Expertise Required | Extensive | Minimal | Moderate | Minimal |
| Risk Level | High | Low | Medium | Low |
| Ongoing Control | Complete | Limited | Shared | High |
| Agent Capabilities | Unlimited | Basic | High | Mission-driven execution |
Real-World Success Stories
Government Transformation
Multiple UK Government Authorities revolutionized their business support services through AI-driven ecosystems, creating scalable, data-powered approaches that help entrepreneurs nationwide access support when they need it.
Professional Services Revolution
AJF Financial Group transformed their sales strategy using AI technology, generating 20,000 qualified leads and creating a more agile, responsive business model.
Prospecting on Demand streamlined their communication process, reducing response times from hours to just 90 seconds, transforming their ability to capture and convert opportunities.
Operational Excellence
Tick HR Solutions achieved complete digital marketing transformation using Maybe*'s secure, no-code AI platform to streamline campaign planning, improve SEO performance, and enhance content creation—all without requiring technical expertise.
Growth Society leveraged Maybe* AI Agent Builder to revolutionise their data analysis capabilities, cutting manual work by 30% whilst dramatically improving accuracy, efficiency, and strategic decision-making for their clients working with some of the UK's fastest-growing e-commerce brands.
Making Your Decision
The right choice depends on your specific situation. Ask yourself:
How central is AI to your competitive advantage? If it's core to your business model, consider building or partnering.
What's your timeline? Need results quickly? Buying or no-code platforms offer faster deployment.
What's your budget for both development and ongoing maintenance? Factor in the total cost of ownership, not just initial investment.
Do you have the internal expertise? Honest assessment of your team's capabilities will guide your decision.
How much customisation do you actually need? Don't over-engineer if standard solutions meet your needs—but don't settle for generic responses if you need agents that execute specific workflows.
The Game-Changing Advantage of AI Agent Builder
What sets Maybe* AI Agent Builder apart is its ability to bridge the gap between all four traditional approaches. You get:
The speed of buying with deployment in days, not months
The customisation of building without needing technical expertise
The expertise of partnering with built-in best practices and guidance
Mission-driven execution that goes beyond generic AI responses
Unlike traditional chatbots that simply provide information, Maybe* creates agents that understand context, follow workflows, and deliver consistent, brand-aligned results. Whether you're automating content creation, streamlining customer support, or optimising complex business processes, these agents work as extensions of your team.
Your Next Steps
The businesses thriving in today's AI-powered landscape aren't necessarily those with the biggest budgets or the most technical expertise—they're the ones who made smart, strategic decisions about how to implement AI effectively.
Whether you choose to build, buy, partner, or use Maybe* AI Agent Builder, the key is to start with a clear understanding of your goals, constraints, and success metrics.
Ready to explore your options? Discover how Maybe* AI Agent Builder can transform your operations with mission-driven AI Agents that execute real tasks, not just provide generic responses.
At Maybe*, we've helped hundreds of businesses successfully implement AI solutions across all approaches. Our experience shows that the right choice isn't about following trends—it's about finding the path that best serves your unique business objectives.
With Maybe* AI Agent Builder, we're pioneering a new category that combines the best of all worlds: the speed of buying, the customisation of building, and the expertise of partnering.
