Not every CRM AI investment requires building from scratch, and not every use case is covered out of the box. The architecture decision you make determines not just your time to value, but which engineering layers you will own at high cost permanently while loosing your enterprise memory/context. In this CRM AI Academy session video, you will learn a practical framework for evaluating build, buy, and extend as distinct paths, and how to match each to your CRM AI roadmap. Join Fernando Castro, Sr PM for CRM AI, to learn: • Why the build vs. buy decision is an architecture choice, not a model choice, and how four engineering dimensions define the real cost of each path • How prompt, context, harness, and loop engineering differ when building on frontier LLMs versus deploying ServiceNow Otto for CSM • What does the ServiceNow Otto for CSM harness look like along with the default tools available to both extend and build including security and context tool demos • A practical decision framework for when to buy, when to extend the platform, and when a custom build is genuinely justified