Why Building AI Apps Is Your Next Competitive Edge
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It started with a personal experiment inside Sigma. Using LLMs queried from the warehouse, we built SE Buddy—a coaching app that analyzes sales calls based on internal best practices, team knowledge, and MEDDPICC frameworks. The impact was immediate: deals moved 15% faster, adding $500,000 in pipeline per sales rep.
That success lit a spark. We used Sigma and warehouse LLMs to build AE Buddy next. It’s a personalized AI coaching app that evaluates real sales calls against custom knowledge bases, and scores AEs on elements like pain identification, champion building, process management, and stakeholder alignment.
Business users are now the builders
What we’re seeing across SE Buddy and AE Buddy is the emergence of a new discipline: the AI App builder.
At its core, AI Apps serve as the operational layer between the warehouse and every frontline process. With Sigma, these apps are built by the people who know their own work best, not by swamped engineering teams who need weeks to push a prototype through.
In this new era, business users have become the builders. Every high-frequency decision—coaching, inspection, QA, planning—can now be AI-augmented instantly, scalably, and specifically. Because these AI Apps run directly on live, governed warehouse data, deployment is immediate and secure. Speed of iteration becomes the new competitive metric, and it compounds with every success where one app sparks ten more, and each iteration captures institutional knowledge that no generic copilot could ever replicate. Think of building AI Apps as DevOps for decision-making. Instead of testing prompts in isolation, you are running real processes through live models that are version-controlled, auditable, and governed just like any other system of record. Generative AI becomes operational AI, embedded into the workflows that drive the business forward. The companies that embrace this discipline will not just move faster; they will outlearn and outmaneuver everyone else.
After building these AI-powered applications in Sigma, it’s clear to us that any GTM team that’s serious about staying competitive needs to employ AI Apps in their process.
Start building AI Apps today
Getting started with building AI Apps doesn’t require a task force or a six-month plan. All you need to do is get started. The key is to kick off with a high-frequency, high-impact process—something like call coaching, deal inspection, quality assurance, or planning—where repetition makes improvement obvious.
From there, put the problem in the hands of your hungriest operator and give them a window of uninterrupted time in Sigma. The first version doesn’t need to be perfect because the power comes from building, testing, and sharing quickly. Since you’re working directly on live warehouse data, the results aren’t theoretical but will be grounded in your business from day one.
When the first demo lands, the effect is electric. A single example of real results does more to create momentum than a dozen strategy decks. Wins spread fast, and each one fuels the next. We’re also coming out with AI Builder to make this easier still, but the truth is you can literally start today. What’s holding you back from building AIApps?
The competitive edge is here
AI is already reshaping how modern companies operate. We’ve seen it firsthand: real apps, built in hours, running on live warehouse data, transforming how teams work every day and turning experimentation into a working, operational model.
The tools exist. The methods work. The early results speak for themselves. The only question is: which AI App will you build first?
Here’s a few ways to help you get started:
- See AE Buddy and SE Buddy in action on this webinar recording.
- Watch the “Build with AI” video series to get ideas for AI Apps you can build in Sigma
- Join fellow builders at Workflow, Sigma’s first-ever user conference in San Francisco on March 5th, 2026. At Workflow, Khush will lead a live workshop in which participants build a Buddy-like GTM app from start to finish.
