Writing
What Each Kind of AI Company Is Actually For
Five categories, honestly described, including the one we are in and what it is bad at.
Published · Updated · 9 min read
The short version
Connectors move data on rules. Build-your-own platforms give you somewhere to build a system that decides, and you maintain it. Assistants make individuals faster. Agencies build what you specify. Consultancies decide what to build and hand it over. Pick by which of those you are missing.
Everyone in this market is good at something. The wasted money comes from buying a category that solves a problem you do not have.
Category 1: connectors
Zapier, Make, n8n, Pabbly Connect. They move data between applications when a trigger fires.
Genuinely excellent at plumbing, and cheap. Their limit is that the rule has to be stated in advance, so anything that needs a decision still stops at a person.
Buy if: you know what to automate, the logic is stated, and someone in-house will build it.
Category 2: build-your-own platforms
Relevance AI, Stack AI, Gumloop and the rest. Somewhere to build a system that decides using your own data, rather than one that follows a rule you typed in.
The capability is real and the cost is low relative to services. The limit is that they hand you a workshop, not a finished thing, and the hard parts sit outside the tool: choosing the right target, preparing your history, and getting the team to trust it.
Buy if: someone technical will own the building, and keep owning it.
Category 3: assistants
Lindy, Bardeen, and every copilot bundled into software you already pay for. They make one person faster at their own work.
Cheap, per seat, no project required. The limit is arithmetic: making eight people twenty percent faster does not remove an operation, and the improvement never appears on the P&L.
Buy if: individuals are drowning and you want relief this week.
Category 4: agencies
They build what you specify, usually on a retainer. Fast and cheaper than a consultancy on a well-defined scope, and some of them are very good.
Two limits. They build the thing you asked for, and the thing you asked for is your own guess about your own business. A retainer also pays for continued involvement, which shapes what gets built toward work that keeps needing attention.
Buy if: you already know exactly what you want built.
Category 5: consultancies that also build
This is us, so treat the description accordingly. Assess every operation, find the one costing the most, replace it, train your people, leave.
What it is bad at: it is slower to start than buying a tool, more expensive than an afternoon in Zapier, and pointless if you already know what to build and have someone to build it. If your bottleneck is capability rather than diagnosis, buy a platform.
Buy if: nobody in-house will own it, and you want the target chosen by cost rather than by curiosity.
Choosing by what you are missing
| What you are missing | What to buy |
|---|---|
| A rule between two apps | A connector |
| Time in one person's day | An assistant |
| Somewhere to build it yourself | A platform |
| Hands to build a defined spec | An agency |
| A decision about what is worth building | A consultancy |
| Permanent capability in your product | A hire |
The mistake that costs the most
Buying capability when the missing thing is a decision. A platform subscription, a builder, and six weeks later a clever system attached to a cost line that was never the problem.
The reverse mistake is cheaper but real: hiring a consultancy for work a $40 tool covers. That is why an honest assessment sometimes ends with us telling a company to buy Zapier.
Questions
Can one tool cover all of this?
The categories are converging at the feature level. That is not the question. The question is whether the thing you are missing is a tool, a pair of hands, or a decision.
What do most $5M companies end up with?
In our experience, a connector doing the plumbing, a few assistant seats, and one operation actually replaced. Consolidating all of it onto one vendor is a preference rather than a result.
How much should we budget?
Compare against the cost of the operation, not against the tool. The relevant number is what the two-day quote turnaround or the third support hire costs you per year.
Read next
If you are comparing options
Find out what your most expensive operation is
The assessment covers every operation in the company, not only the one you would name. You get it in writing, and you can build from it with or without us.