As Artificial Intelligence increasingly becomes a cornerstone of advanced marketing, MarOps leaders face a critical strategic decision: should we build custom AI solutions in-house or buy ready-made tools? This session will provide a balanced and practical examination of the build vs. buy dilemma specifically tailored for Marketing Operations. We'll explore the key factors influencing this decision, including resource allocation, technical capabilities, speed to market, long-term maintenance, and potential ROI. Attendees will gain a clear framework for assessing their organizational needs, evaluating both options, and making an informed choice that aligns with their strategic objectives and ensures the successful integration of AI into their MarOps ecosystem. Key learnings: - Evaluate internal capabilities and resources to determine the feasibility and true cost of building custom AI solutions. - Assess vendor solutions based on integration complexity, scalability, support, and alignment with specific MarOps use cases. - Develop a strategic framework for deciding between building or buying AI, considering both short-term gains and long-term organizational impact.