Letting a bot answer your most common customer questions costs SEK 15,000–60,000 to build and SEK 500–3,000 a month to run, if you build something of your own. If you would rather skip the build, the packages are on the pricing page — Starter at SEK 9,900 a month with one bot and a thousand interactions, Professional at SEK 24,900 with three bots and ten thousand.
The range is wide because the assignments differ that much. Below is what decides where you land, how many hours each part usually takes, and when you should leave it alone.
The cost is three items, not one
The build. One-off work: gathering the source material, writing the instructions, connecting the bot to the site, testing it against real questions. The first time round, this is the heavy item.
The model. What you pay per answer to whoever owns the language model. A customer answer with a bit of background text costs roughly two to ten öre on a small model, and well over a krona on the largest ones. A thousand answers a month therefore lands between twenty kronor and a couple of hundred on a small model. The model cost is rarely the problem.
The upkeep. The product range changes, the opening hours change, someone finds a way to make the bot answer wrongly. Count on a few hours per quarter, more during the first six months. This is the item that gets forgotten, and it is the one that decides whether the solution still works a year from now.
Three routes and what they cost
| Route | Getting started | Per month | Suits |
|---|---|---|---|
| Off-the-shelf widget you configure yourselves | 5–15 of your own hours | SEK 300–2,500 | Few products, simple questions, no link to your own systems |
| A package with us | Included | SEK 9,900–24,900 | You do not want to own the technology and want someone who answers when it breaks |
| Your own bot on your own data | SEK 15,000–60,000 in work | SEK 500–3,000 | Large range, own systems, your own tone in the answers |
The third row is the most expensive to start and the cheapest to own. The first is the opposite: nearly free to try, but it cannot look into your stock and it cannot write the way you write.
How many hours the build actually takes
Most assignments of this kind land at 20–60 hours. They tend to break down roughly like this:
- Going through the last hundred customer emails and counting how many are the same question — 3–6 hours.
- Writing the source material: the answers to the questions that keep coming back, with the right wording and the right exceptions — 6–15 hours. You often do this part better than we do.
- Building the bot, connecting it to the site and to a human when it gets stuck — 8–20 hours.
- Testing against real questions and correcting what came out wrong — 5–15 hours.
We do not give a fixed price for this. We work by the hour and say in advance how many hours we think it will take. The reason is simple: a fixed price always contains a margin for what nobody knows yet, and you pay that margin even when the work goes quickly. A market hourly rate for a Swedish IT consultant in 2026 is roughly SEK 800–1,500. Our own rate is in the reply we send, together with the hour estimate.
Work out for yourselves whether it adds up
Say you get 40 customer emails a week and three quarters of them are the same four questions: delivery time, returns, stock status, invoicing. Each email takes five minutes, counting the interruption to whatever you were doing. That is 30 emails times 5 minutes times 4 weeks — ten hours a month. At an internal cost of SEK 400 an hour, that is SEK 4,000 a month spent writing the same thing again.
A 40-hour build then pays for itself in about a year, and the bot also covers evenings, weekends and the week between Christmas and New Year. Swap the figures for your own. If you are under five hours a month on repetitive questions, it is too early.
When to leave it alone
- The questions are rarely the same. A bot that guesses is worse than no bot.
- The answers only exist in someone's head. Then the first step is to write them down, and that is worth doing whether or not you build anything afterwards.
- The cases concern money, health or contracts. A human should answer there. The bot may sort and collect details, not decide.
- Nobody owns it. A bot without a responsible person goes wrong within six months, and at that point it is worse than an empty contact form.
What to do next
Export the last hundred emails or chats from support and underline how many are the same question. That figure decides the rest. Once you have it, send the summary through the contact form and we will reply with how many hours we think it takes and which parts you can solve without us. What the assignments usually look like is under AI for Business, and the packages are on the pricing page.
Frequently asked questions
How long before the bot answers for real?
Three to six weeks from start to it being live on the site, provided the source material exists. If it does not, the material sets the pace, not the technology. The build itself is rarely more than a couple of weeks.
What happens to the cost if traffic goes up tenfold?
The model cost follows the number of answers directly, so ten times more answers costs ten times more in model fees. Going from twenty kronor to two hundred is manageable. The packages instead have a cap on interactions — a thousand in Starter, ten thousand in Professional — and above the cap you change plan.
Do we have to change our business system or website?
No. A bot is laid on top of what you already have and fetches details through an API against existing systems. If your system has no API the connection gets more expensive, and then it is often better to let the bot answer what does not need real-time data.
May the bot handle personal data?
Yes, but it should be a deliberate choice. Pick a supplier with data centres inside the EU, send no more than the answer requires, decide how long chat logs are kept, and enter the processing in your records. Personal identity numbers and health details do not belong in a public chat.
Is upkeep included in the price?
The monthly packages include operation and ongoing adjustments. If you build a bot of your own, upkeep is invoiced by the hour, and it usually amounts to a few hours per quarter once the business is stable.
The reason any of this became cheap enough to budget for is covered in our look back at the AI year 2025.
Want to see what a simple flow for enquiries can look like in practice? We made a short demo with a film.