I'm a business analyst, not a coder. Is it worth learning to build AI features myself?

It's realistic, and your background is actually the advantage, not the gap. I came into this from a decade of business planning and data analysis, not from a CS degree. The thing nobody says clearly: the hard part of building a useful feature was never the syntax. It's knowing what's worth building, what data matters, and what a good answer looks like. That's the analyst skillset. AI coding tools collapse the syntax barrier, but they don't decide your schema, your priorities, or whether a feature actually serves anyone. So my honest advice: don't try to become a software engineer. Stay an analyst who can now ship. Build one small real thing end to end — a single feature on real data — and you'll learn more than from any course. The trap is endless tutorials. Pick a concrete problem you actually have and build that.