What AI automation really costs, and the line most quotes leave out

If you've asked anyone for a price on AI automation, you've probably had a vague answer. Digital Agency Network published one of the more detailed price guides this year, and it's worth a look before you talk to any supplier, us included.

One caveat first: the guide is written mainly for people setting up AI agencies, and the figures are in US dollars. Treat them as a market range, not a UK price list.

What the guide says

For automating a business process, such as sorting enquiries or moving data between systems:

"Setup projects typically range from $2,500 to $15,000+, depending on workflow complexity and system integrations"

And then, every month after that:

"Monthly retainers for ongoing monitoring and maintenance range from $500 to $5,000+"

Advice from a consultant runs from $100 to $450 an hour in the guide. Custom-built AI systems, the kind large companies commission, start around $50,000 and go well past $500,000, with data preparation alone listed at $10,000 to $90,000 or more. Most clinics, practices and trade businesses will never need that tier.

The line that catches people out

The setup fee is the number everyone compares. The monthly cost is the one that decides whether the project was worth it.

Part of that monthly cost is someone keeping the automation working. The other part is usage: AI tools charge for every message they read and write. The guide says agencies handle this with "usage thresholds, token overage fees, and modular pricing", and gives a piece of advice I'd repeat to anyone:

"Always ask tool vendors about token overages and enterprise usage caps."

A quote that only shows a setup fee isn't the full price.

Three questions to ask before you sign

What does it cost each month once it's live, and what's included in that?

What happens to the bill if we get twice as many enquiries as we expect?

Who fixes it if it stops working, and is that inside the monthly fee or extra?

Our own prices

Since we're talking about prices, here are ours. Handling new enquiries with AI starts from £1,500 to set up, plus a monthly fee that covers running it and keeping it working. You get a fixed price after we've looked at how your enquiries come in today.

If you'd like to see how it would work for your business before talking about price, message us and we'll send you an example.