Artificial intelligence, machine learning, natural language processing, sentiment analysis and more are just a few of the techniques which are generically called Data Science. The real question is: what is the best choice for your company regarding these services? Should you train your existing staff, hire data scientists or outsource to a professional organization? There is no single correct answer to these questions, and each entity should start with an evaluation of their expectations and needs. In this article we’ll provide some guidelines to facilitate this decision.