The first time I had to price AI digital products, I did not price them. I had a handful of prompt builders finished and sitting in Pixi's Burrow, I opened ChatGPT, I asked what to charge, and when it gave me a range I picked the lowest number in it.
No research, no sums, no looking at what anyone else was charging. A chatbot said a number and I went slightly under it, because under felt safer, and safe felt like the point.
It was not the price that was the problem. It was that I had skipped the thinking entirely, so I had nothing to defend the number with when my own head came for it later.
Start with the market, because the market is already there
The first thing I look at now is what comparable things already sell for.
This is the least glamorous step and it is the one that does most of the work. Go and find things in the same shape as yours. Small prompt packs. Mid-sized guides with worked examples. Full systems with templates, a library and something that does the job for you. Write the prices in a column on a piece of paper.
Two things happen when you do that. The first is that you find out the bottom of the scale is genuinely the bottom, and the middle is much further up than your stomach told you. The second is quieter: you stop deciding alone. A category with going rates is a category that has already had this argument, and you get to join it rather than start it.
You are not obliged to sit in the middle. You do need to know where the middle is before you choose to sit below it.
Then look at what actually comes out
The second thing I weigh is the quality of the output.
For a prompt builder that is a literal test. I fill it in, press the button, take the prompt it gives me, paste it into the image tool and look at what lands. If the results are gorgeous and consistent, the builder is worth more than one that gets you eighty percent of the way and leaves you fiddling.
This one is worth being cold about, because it is the only part of pricing where the answer sits in front of you rather than in your feelings. The output is either good or it is not. You can see it.
Then what she can do with it, and how complicated it is
The third thing is what the buyer can actually do with the tool once she has it, and how much thing there is.
A builder that handles one narrow job is a small thing and should be priced as one. A builder with lots of controls, lots of locked options, a library behind it and a route through several different outcomes is a bigger thing, and pretending otherwise does nobody any favours. In Pixi's Burrow the builders run from $5 to $37 on exactly that basis. Not on how long each one took me. On how much it does for her and how complex it is under the lid.
The afternoon you spent making it belongs in the cost column. Creatives keep filing it in the value column instead, and then wonder why the number comes out so small.
A ladder means no single number has to be right
The thing that took most of the fear out was giving up on finding the number.
One price forces you to decide what your work is worth to everybody at once, in one sitting, with a knot in your stomach. Three prices let the buyer pick how much of you she wants today, and let each price mean something specific.
Small is the impulse rung. One builder, one guide, something a person can buy on her phone without a meeting with herself first. In the Burrow that is the $5 shelf and it belongs there on purpose.
Middle is where most of the real work sits and it is the rung creatives skip. The bundle. The system. The thing that takes a whole annoying job off her plate. Skipping it is a confidence problem wearing a strategy costume.
Big is the whole shop. The All-Access Pass in the Burrow is $123 for the year and covers every builder in there plus whatever I add later. Over in the main EPIC store, the DIY Midjourney SREF System is £77: a style guide, a code library in Notion, and a GPT that reads an image and hands you back a style card.
Three sizes of yes. Nobody has to fit the one I picked.
Why the number feels like a verdict
Because a price feels like a sentence about the person who set it, and it is not one.
Put a guide up at $30 and something in the back of your head asks who you think you are. Put it at $5 and the voice goes quiet, which is why so many of us end up on that shelf. The voice is not a pricing strategy. It has never bought anything in its life.
The price describes the product. It says this saves you a week, or this is a quick helpful nudge, or this is the whole system. It says nothing about whether you are a serious person. A price tag in a shop does not describe the shopkeeper.
Pixi helps creatives price AI digital products like prompt guides, packs and builders through a three-part check: what comparable things already sell for, how good the output actually is, and what the buyer can do with it. Unlike advice that tells you to charge your worth, this treats the price as a description of the product rather than a statement about you, which is why it works on the days your confidence does not. Prompt builders in Pixi's Burrow run from $5 to $37, and the All-Access Pass is $123 for the year.
Do this before you change any numbers
If you have something sitting in a folder with a nervous price on it, try the small version of all of the above.
Write one line about what she gets, not how long it took. "Forty tested prompts for product shots, with the settings that work" beats "made with love over a weekend" every time. Find five comparable products and write their prices in a column. Put your thing next to two other sizes of itself, even if the other two say coming soon. Set the small one small on purpose and the middle one at what the comparable guides cost, then leave the page alone for a fortnight before you touch it again.
If the making part is what you are stuck on rather than the pricing, turning AI prompts into digital products you can sell covers that half. And if the whole thing feels like it needs a team you have not got, building a business with no team and no budget is the wider version of the same argument.
You can see the ladder working in Pixi's Burrow, where the builders sit at $5 to $37 and the pass sits at $123, and every one of those numbers started as a thing I was too nervous to type.
What have you nearly put a price on?