Building internally makes sense when the capability is core to how the company competes and there is a team that can maintain it for years, which is rare for field operations software. Buying makes sense when a vendor already does the job well and the company would rather spend its effort on running the business.
Embedding a specialist component sits in between, where the company keeps its own platform and adds a specialist piece for something hard, like procedure AI or a digital twin, rather than building it from scratch. The honest question in every case is who will maintain and improve the capability over the next five years, since that cost usually outweighs the cost of building it in the first place.