License or Custom-Built? How to Choose

At Sundatalab, everything comes down to one simple distinction: is your need similar to that of other companies, or is it specific to your business? The answer determines which model suits you, and it's often not the one you'd expect at first.

License, in one sentence

A tool we've already built, that you can use as soon as tomorrow. Today, that's Isalis: creating and publishing branded content across your social channels. You pay a monthly subscription, with no fixed commitment, and you start right away.

Custom-built, in one sentence

A tool that doesn't exist yet, that we build for your business. You start with a paid audit, then a build phase of a few weeks, at a fixed price set in advance.

The three-question test

• Could I explain my need to a competitor without them learning anything specific about my business? If yes, that points toward a license.
• Does this need depend on data, a catalog, or a process specific to my company? If yes, that points toward a custom-built solution.
• Do I need an answer this week, or can I wait a few weeks for a tool that matches my need exactly? Urgency favors a license; precision favors a custom-built solution.

What the numbers say

81% of SMEs that invest in AI ultimately choose a custom-built solution or bespoke development, rather than a standard tool (Bpifrance, Baromètre IA 2026). That doesn't mean a license is a poor choice: Isalis, for example, addresses precisely a need shared by most companies: publishing regularly on social media. What it mainly means is that you should be wary of tools that claim to do everything for everyone.

Those whose need resembles others' choose a license. Those whose need is specific to their business choose a custom-built solution.

What if I'm not sure?

This is the most common case, and there's a simple answer: request an audit. It precisely quantifies what a custom-built tool would deliver for your case, and may well conclude that Isalis, or even no tool at all, is enough for now. The audit is paid for, specifically to stay honest on this point.