Every GTM ops team eventually hits the same fork in the road on enrichment: keep paying for a vendor that covers eighty percent of what you need, or build something custom that actually matches how your business qualifies and segments accounts. This session gets into that decision with real numbers rather than vendor talking points, covering what it actually takes to stand up a custom AI-powered enrichment workflow, where off-the-shelf tools still win on speed and reliability, and the maintenance cost that often gets left out of the build case entirely. Expect a practical look at the trade-offs that matter most in practice, including data quality and drift over time, how much engineering support a custom build really needs once it's live, and the point at which a blended approach, buying a base layer and layering custom enrichment on top, ends up being the more sensible answer than an all-or-nothing choice.