Building an AI-powered software is enticingly easy, but if done for the wrong reasons or without grasping the trade-offs, it can lead to wasting time and money. The focus is on building AI-first customer service software that replaces human work with AI, enabling businesses to be leaner and more nimble while providing world-class customer service. Every company can benefit from this shift by redeploying talent and capital to innovation and growth. However, great outcomes are not guaranteed, as it hinges on the choices made, particularly whether to build or buy an AI agent, and if buying, choosing a best-in-class tool. The fundamental pitfall is falling short of "best-in-class" performance, which can lead to lower ROI due to underestimating the total cost of ownership, including ongoing feature improvements, model upgrades, prompt tuning, and non-trivial work around availability, data privacy, and security. Deflection is easy, but delighting customers requires high quality support automation, which is hard to achieve with a small investment and longer experimentation cycles compared to high-scale solutions that provide faster feedback loops on experiments, leading to stronger demand and usage. Ultimately, investing in what makes the company unique is key, and leaning on great partners can enable focus on primary missions, making it advisable to channel energy into building one's own product rather than a non-strategic side quest.