# Stop Buying, Start Building

Companies building internal AI platforms instead of buying tools. What changes for leaders.

## Your CFO and security team are already worried about tool sprawl

### Its time to get this under control and to think about pausing new AI related purchases.

Often its the wrong question being considered. It's not "what tool should we get?" or "how will Vendor X support us?" It's "what foundation must we build to become a complete AI organization?"

While most bolt on toys and look for the next shiny object, the real leaders are building their own AI platforms on internal data and context. They are rewiring their businesses from the ground up.

They build internal tools on their own data instead of buying generic ones.

### The Builders (Clients taking control)

* **Pfizer:** Charlie - [https://digiday.com/marketing/with-charlie-pfizer-is-building-a-new-generative-ai-platform-for-pharma-marketing/](https://digiday.com/marketing/with-charlie-pfizer-is-building-a-new-generative-ai-platform-for-pharma-marketing/)
* **Lenovo:** Custom GenAI - [https://news.lenovo.com/harnesses-generative-ai-to-accelerate-and-optimize-creative-content/](https://news.lenovo.com/harnesses-generative-ai-to-accelerate-and-optimize-creative-content/)
* **Coke:** Fizzion - [https://business.adobe.com/blog/adobe-and-coca-cola-co-innovate-on-project-fizzion](https://business.adobe.com/blog/adobe-and-coca-cola-co-innovate-on-project-fizzion)

### The Panicked (Consultants & Agencies trying to survive)

* **McKinsey:** Lilli - [https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/what-mckinsey-learned-while-creating-its-generative-ai-platform](https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/what-mckinsey-learned-while-creating-its-generative-ai-platform)
* **Deloitte:** CreativeEdge & PairD - [https://www.cmswire.com/the-wire/deloitte-digital-introduces-creativedge-a-generative-ai-powered-omnichannel-content-creation-marketing-tool/](https://www.cmswire.com/the-wire/deloitte-digital-introduces-creativedge-a-generative-ai-powered-omnichannel-content-creation-marketing-tool/)
* **KPMG:** Workbench - [https://kpmg.com/xx/en/what-we-do/services/ai/agentic-ai-platform.html](https://kpmg.com/xx/en/what-we-do/services/ai/agentic-ai-platform.html)
* **Bain:** Sage - [https://www.bain.com/about/media-center/press-releases/2023/bain--company-makes-pioneering-deployments-of-state-of-the-art-ai-tools-worldwide/](https://www.bain.com/about/media-center/press-releases/2023/bain--company-makes-pioneering-deployments-of-state-of-the-art-ai-tools-worldwide/)
* **WPP:** Open - [https://www.wpp.com/en-us/open](https://www.wpp.com/en-us/open)
* **Publicis:** CoreAI - [https://www.marketingdive.com/news/publicis-generative-ai-CoreAI-future-of-agency-work/705581/](https://www.marketingdive.com/news/publicis-generative-ai-CoreAI-future-of-agency-work/705581/)
* **Omnicom:** ArtBot - [https://www.omnicomgroup.com/newsroom/omnicom-launches-artbotai-offering-clients-the-industrys-most-powerful-creative-engineering-solution/](https://www.omnicomgroup.com/newsroom/omnicom-launches-artbotai-offering-clients-the-industrys-most-powerful-creative-engineering-solution/)
* **IPG:** Agentic Commerce - [https://investors.interpublic.com/news-releases/news-release-details/interpublic-launches-agentic-systems-commerce-help-brands](https://investors.interpublic.com/news-releases/news-release-details/interpublic-launches-agentic-systems-commerce-help-brands)

### The Architects (The original platforms)

* **Google:** AI Studio - [https://aistudio.google.com/](https://aistudio.google.com/)
* **Meta:** Performance Plus - [https://www.facebook.com/business/ads/meta-advantage-plus](https://www.facebook.com/business/ads/meta-advantage-plus)
* **Microsoft:** Inside Track - [https://www.microsoft.com/insidetrack/blog/reimagining-content-creation-with-our-azure-ai-powered-inside-track-story-bot/](https://www.microsoft.com/insidetrack/blog/reimagining-content-creation-with-our-azure-ai-powered-inside-track-story-bot/)
* **Hubspot:** AI Content Writer - [https://www.hubspot.com/products/cms/ai-content-writer](https://www.hubspot.com/products/cms/ai-content-writer)
* **Uber:** AI Solutions - [https://www.uber.com/us/en/ai-solutions/](https://www.uber.com/us/en/ai-solutions/)

## The signal is clear.

## Build your own foundation and become your CFO's BFF. Or get left behind on someone else’s stack.


Last updated on August 20, 2025