{"id":19330,"date":"2026-08-03T23:36:06","date_gmt":"2026-08-03T23:36:06","guid":{"rendered":"https:\/\/8657085.xyz\/?p=19330"},"modified":"2026-08-03T23:36:06","modified_gmt":"2026-08-03T23:36:06","slug":"artificial-intelligence-why-firms-are-struggling-to-set-prices","status":"publish","type":"post","link":"https:\/\/8657085.xyz\/?p=19330","title":{"rendered":"Artificial intelligence: Why firms are struggling to set prices"},"content":{"rendered":"<p> <div style=\"display: grid; grid-template-columns: 300px 160px; gap: 2px; width: 460px; background: #eee; padding: 2px;\">\r\n\r\n  <!-- \u6574\u884c\u5bbd\u5e7f\u544a -->\r\n  <div style=\"grid-column: 1\/-1; width: 460px; height: 250px; background: #ccc; display: grid; place-items: center;\">\r\n  <script async type=\"application\/javascript\" src=\"https:\/\/a.magsrv.com\/ad-provider.js\"><\/script> \r\n <ins class=\"eas6a97888e2\" data-zoneid=\"5876674\"><\/ins> \r\n <script>(AdProvider = window.AdProvider || []).push({\"serve\": {}});<\/script>\r\n  <\/div>\r\n  <div style=\"grid-column: 1\/-1; width: 460px; height: 90px; background: #ccc; display: grid; place-items: center;\">\r\n  <script async type=\"application\/javascript\" src=\"https:\/\/a.magsrv.com\/ad-provider.js\"><\/script> \r\n <ins class=\"eas6a97888e2\" data-zoneid=\"5876676\"><\/ins> \r\n <script>(AdProvider = window.AdProvider || []).push({\"serve\": {}});<\/script>\r\n  <\/div>\r\n\r\n  <!-- \u5de6\u4fa7\u7ad6\u6392 -->\r\n  <div style=\"height: 250px; background: #ccc; display: grid; place-items: center;\">\r\n  <script async type=\"application\/javascript\" src=\"https:\/\/a.magsrv.com\/ad-provider.js\"><\/script> \r\n <ins class=\"eas6a97888e2\" data-zoneid=\"5876672\"><\/ins> \r\n <script>(AdProvider = window.AdProvider || []).push({\"serve\": {}});<\/script>\r\n  <\/div>\r\n  <div style=\"height: 500px; background: #ccc; display: grid; place-items: center;\">\r\n  <script async type=\"application\/javascript\" src=\"https:\/\/a.magsrv.com\/ad-provider.js\"><\/script> \r\n <ins class=\"eas6a97888e2\" data-zoneid=\"5876680\"><\/ins> \r\n <script>(AdProvider = window.AdProvider || []).push({\"serve\": {}});<\/script>\r\n  <\/div>\r\n\r\n  <!-- \u53f3\u4fa7\u6469\u5929\u697c\uff08\u548c\u5de6\u4fa7\u5b8c\u5168\u5bf9\u9f50\uff09 -->\r\n  <div style=\"grid-row: 3\/5; height: 750px; background: #ccc; display: grid; place-items: center;\">\r\n  <script async type=\"application\/javascript\" src=\"https:\/\/a.magsrv.com\/ad-provider.js\"><\/script> \r\n <ins class=\"eas6a97888e2\" data-zoneid=\"5876678\"><\/ins> \r\n <script>(AdProvider = window.AdProvider || []).push({\"serve\": {}});<\/script>\r\n  <\/div>\r\n  \r\n  <script async type=\"application\/javascript\" src=\"https:\/\/a.magsrv.com\/ad-provider.js\"><\/script> \r\n <ins class=\"eas6a97888e6\" data-zoneid=\"5876682\"><\/ins> \r\n <script>(AdProvider = window.AdProvider || []).push({\"serve\": {}});<\/script>\r\n<\/div><br \/>\n<\/p>\n<div>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">Will Venters, Associate Professor of Digital Innovation and Information Systems at the London School of Economics, said companies can be caught out as they experiment with or implement AI internally, as staff burn through tokens.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">&#8220;People are finding it really hard to manage that cost\u2026 it&#8217;s a non-deterministic output, so it&#8217;s a non-deterministic value,&#8221; he said.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">Companies are finding ways to work around this.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">Oliver King-Smith, founder of engineering software firm smartR AI, says smaller organizations can &#8220;can fly under the radar and use [flat fee] personal accounts which I am sure the big vendors don&#8217;t like.&#8221;<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">But, he says, &#8220;This has to end at some point in time, because the big guys are taking a bath on those accounts.&#8221;<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">Once the big AI platforms start facing pressure from shareholders to show a profit, he predicts: &#8220;They will start clamping down.&#8221;<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">King-Smith says companies should also think more carefully about what AI models to use.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">Companies also needed to be much more precise with their prompts, says Rob Steele, CFO at UK accounting software firm iplicit.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">&#8220;You wouldn&#8217;t send someone in your family out to get the weekly shop without any kind of detailed instructions as to what you expect in that shopping basket, right?&#8221;<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">The situation can become difficult to control when companies build AI into a product that could be rolled out to thousands of users, Venters points out.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">AI costs could start to balloon. For example, managers may realise they need tokens not just for core software development, but for other tasks such as testing, security, or for implementing guard rails.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">&#8220;It&#8217;s particularly hard when you&#8217;re looking at agentic processes,&#8221; Ventners says.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">Employing more AI agents can be done with the click of a button, whereas expanding the human workforce would involve careful discussions over headcount and hiring, he says.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">Venters  points out, while token costs might be unpredictable, it might be that the company is ultimately getting more value from their token use with AI.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">&#8220;It&#8217;s not quite the same as a calculator,&#8221; he says. &#8220;The more you give it, the more expensive it is, but the better the result may be.&#8221;<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">But companies still need to pass those costs onto their own customers.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">&#8220;Nobody&#8217;s really figured it out,&#8221; says Bill Peterson, senior director of product marketing, at Sumo Logic.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">The software firm is previewing new security services based on agentic AI, he explains, but is in discussion with corporate customers about how to charge for them.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">&#8220;We&#8217;re still having some fun conversations about this internally,&#8221; he says drily.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">Options could include simply raising prices across the board, he says, paying by results, or charging for &#8220;bundles&#8221; of incidents.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">But whatever price structure it chooses could be upended if and when the large language model providers change their own pricing strategies.<\/p>\n<p class=\"ssrcss-1q0x1qg-Paragraph e1jhz7w10\">&#8220;You get into variable pricing, and it&#8217;s changing every couple of months&#8221; he says. &#8220;Customers don&#8217;t like that. That&#8217;s not how anybody builds a budget.&#8221;<\/p>\n<\/div>\n<p><!-- \u603b\u5bb9\u5668\uff1a\u6700\u5927\u5bbd908px Grid\u7d27\u51d1\u5e03\u5c40 -->\r\n<div style=\"display: grid; grid-template-columns: 728px 160px; gap:2px; width:908px; background:#eee; padding:2px;\">\r\n\r\n  <!-- \u901a\u680f\u9876\u90e8\uff1a\u6700\u5927\u6a2a\u5e45 908x258 \u8de8\u6574\u884c -->\r\n  <div style=\"grid-column:1\/-1; height:258px; background:#ff6b6b; display:grid; place-items:center;\">\r\n    <!-- JuicyAds v3.0 -->\r\n<script type=\"text\/javascript\" data-cfasync=\"false\" async src=\"https:\/\/poweredby.jads.co\/js\/jads.js\"><\/script>\r\n<ins id=\"1114307\" data-width=\"908\" data-height=\"258\"><\/ins>\r\n<script type=\"text\/javascript\" data-cfasync=\"false\" async>(adsbyjuicy = window.adsbyjuicy || []).push({'adzone':1114307});<\/script>\r\n<!--JuicyAds END-->\r\n  <\/div>\r\n\r\n  <!-- \u7b2c\u4e8c\u901a\u680f\uff1a728\u00d790 \u901a\u680f -->\r\n  <div style=\"grid-column:1\/-1; 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height:600px;  display:grid; place-items:center;\">\r\n    <!-- JuicyAds v3.0 -->\r\n<script type=\"text\/javascript\" data-cfasync=\"false\" async src=\"https:\/\/poweredby.jads.co\/js\/jads.js\"><\/script>\r\n<ins id=\"1114301\" data-width=\"160\" data-height=\"600\"><\/ins>\r\n<script type=\"text\/javascript\" data-cfasync=\"false\" async>(adsbyjuicy = window.adsbyjuicy || []).push({'adzone':1114301});<\/script>\r\n<!--JuicyAds END-->\r\n  <\/div>\r\n\r\n<\/div><br \/>\n<br \/><a href=\"https:\/\/www.bbc.co.uk\/news\/articles\/c872r52x7jgo?at_medium=RSS&#038;at_campaign=rss\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Will Venters, Associate Professor of Digital Innovation and Information Systems at the London School of&#8230;<\/p>\n","protected":false},"author":1,"featured_media":19331,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[5574,1132,6371,342,874,3076],"class_list":["post-19330","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-artificial","tag-firms","tag-intelligence","tag-prices","tag-set","tag-struggling"],"featured_image_urls":{"full":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e.jpg",1200,675,false],"thumbnail":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e-150x150.jpg",150,150,true],"medium":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e-300x169.jpg",300,169,true],"medium_large":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e-768x432.jpg",640,360,true],"large":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e-1024x576.jpg",640,360,true],"1536x1536":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e.jpg",1200,675,false],"2048x2048":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e.jpg",1200,675,false],"covernews-slider-full":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e-1115x675.jpg",1115,675,true],"covernews-slider-center":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e-800x500.jpg",800,500,true],"covernews-featured":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e-1024x576.jpg",1024,576,true],"covernews-medium":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e-540x340.jpg",540,340,true],"covernews-medium-square":["https:\/\/8657085.xyz\/wp-content\/uploads\/2026\/08\/13ce3de0-79de-11f1-a627-714adb4eed6e-400x250.jpg",400,250,true]},"author_info":{"display_name":"admin","author_link":"https:\/\/8657085.xyz\/?author=1"},"category_info":"<a href=\"https:\/\/8657085.xyz\/?cat=2\" rel=\"category\">Business<\/a>","tag_info":"Business","comment_count":"0","_links":{"self":[{"href":"https:\/\/8657085.xyz\/index.php?rest_route=\/wp\/v2\/posts\/19330","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/8657085.xyz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/8657085.xyz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/8657085.xyz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/8657085.xyz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=19330"}],"version-history":[{"count":0,"href":"https:\/\/8657085.xyz\/index.php?rest_route=\/wp\/v2\/posts\/19330\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/8657085.xyz\/index.php?rest_route=\/wp\/v2\/media\/19331"}],"wp:attachment":[{"href":"https:\/\/8657085.xyz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=19330"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/8657085.xyz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=19330"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/8657085.xyz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=19330"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}