At a Glance
- What happened: Google cut Gemini API pricing by 40%, reducing per-call costs.
- Why it matters: UK firms can lower AI automation bills and redeploy savings to customer-facing teams.
- Who's affected: UK mid-market retailers and service firms handling high-volume support.
- Key stat: 40% price drop for heavy API users.
- Action: Run a 30-day pilot comparing costs with an Anjin agent integration.
Google cuts Gemini API pricing by 40% in surprise move
Google announced a 40% reduction in Gemini API pricing, effective immediately.
The change targets high-volume API users and aims to push broader product adoption. Early statements said the cut applies to both standard and advanced models.
Market reaction was swift: cloud customers flagged potential cost savings, while competitors signalled follow-up moves. Pricing-sensitive pilots are already being reprioritised.
Sources: TechCrunch (2025)
Why UK mid-market retailers gain a short automation window
The pricing change creates immediate commercial headroom for UK firms to expand AI automation and reduce operating costs.
UK retail adoption is already growing; recent ONS figures show rising automation investment in retail and services, making the timing useful for pilots. See ONS retail industry data.
Regulators matter: under FCA consumer duty rules, firms must ensure AI outputs are fair and explainable.
Tools like Anjin's Support Agent help firms maintain compliance while cutting resolution times, and can be tested quickly via existing CRMs. See how an agent integrates in practice with Anjin's Support Agent.
Sources: Office for National Statistics (2024), FCA (2023)
3 Steps to Test API Cost Savings within 30 days
- Audit current API usage and flag heavy endpoints (baseline within 7 days).
- Pilot an automated flow using Gemini API pricing alternatives and an Anjin agent for 30 days.
- Compare total costs, accuracy, and customer satisfaction; scale winners by day 60.
How Anjin's Support Agent cuts resolution time and secures compliance
One mid-market UK fashion retailer paired its CRM with Anjin's Support Agent and reduced onboarding friction.
In early pilots the retailer routed routine sizing and returns queries to the agent, handling high volumes without hiring. That pilot cut first-response time by 35% and produced estimated annual savings of £150k in support costs.
The agent integrates with common CRMs and helpdesks, enriching customer context and escalating complex tickets to humans. It enforces guardrails and audit logs for compliance teams.
Compared with custom builds, the agent requires no in-house ML team and deploys faster. Unlike long development cycles, these agents go live in weeks, not months. For commercial details, compare options on Anjin pricing.
"We're seeing UK mid-market teams cut response times and redeploy headcount to higher-value work," says Angus Gow, Co-founder at Anjin.
Quick Answers
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Question: How quickly can UK firms deploy AI automation for customer support?
Answer: With pre-built agents like Anjin's, deployment typically takes 14-30 days.
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Question: What savings should mid-market retailers expect?
Answer: Early adopters report savings of £100k-£200k annually from tier-1 automation.
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Question: Will cheaper API calls reduce accuracy?
Answer: Not necessarily; testing measures accuracy trade-offs within a 30-day pilot.
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Question: Do Anjin agents meet regulatory audit requirements?
Answer: Yes. Agents provide logs and human escalation paths for UK compliance teams.
Start Your 30-Day AI Pilot This Month
Gemini API pricing changes create a short window to validate automation returns.
Prompt to test: Generate a 30-day pilot plan for integrating conversational AI into UK retail customer service, using Anjin's Support Agent to reduce resolution time by 25% while ensuring FCA compliance.
If you want to move from pilot to production and cut response times by 35%, compare options on Anjin pricing or book a 20-minute demo.
