Depends on where you want to go, and the work being done by the cpu. If that i5 is just surfing, light gaming, the stock cooler is fine. If you want to get into heavier, consistent workloads, gaming, then I'd suggest a cryorig H7. For the 7700/k I'd suggest a mid-range cooler like the Cryorig h5, for lighter duty, if you are looking for heavy duty, high OC etc then a large, twin tower like the Noctua NH-D15 or Cryorig R1. The same applies to the AIO's, the 120mm are equitable to a hyper212/H7, the mid-range h80i/h90 is equitable to an H5 and the large 240mm /280mm AIO's are equitable to the NH-D15.
So my advice is get your cpu and needs worked out first, then shop for the appropriate cooler, not the other way around.