# Choose your AI

> Managed AI or your own provider key: what each costs, where data is processed, premium models and what happens when a provider fails.

Source: https://shopassist.coec.dk/docs/ai/choose-your-ai · Updated 2026-10-01

|                    | Managed AI                                                            | Your own key (BYOK)                                                                         |
| ------------------ | --------------------------------------------------------------------- | ------------------------------------------------------------------------------------------- |
| Who runs the model | ShopAssist, on EU endpoints of listed sub-processors                  | Your provider account                                                                       |
| Who bills the AI   | Included in your plan, per conversation                               | Your provider, directly                                                                     |
| Plan               | A paid plan or the free trial                                         | Any plan, including Free                                                                    |
| Data location      | EU only                                                               | Wherever your provider processes it ([data location](/docs/ai/data-location-and-retention)) |
| Premium models     | Available on plans with premium models; each conversation counts 3× | Any model your provider offers; always counts 1×                                            |
| Fallback           | Automatic across EU providers                                         | An optional second key of your own                                                          |

## Start with the managed trial [#trial]

New stores can try managed AI for 14 days without a card. During the trial up to 300 conversations are included.

## Your own key on the Free plan [#free]

The Free plan uses your own key and is limited to 3,000 conversations per month. Your provider bills you for the tokens; typical costs are listed in [BYOK](/docs/ai/byok#cost).

## Premium models [#premium]

Premium models answer harder questions better but cost more to run. On managed AI, a conversation served by a premium model counts 3 conversations; if a premium model is unavailable and a standard model answers instead, it counts as one. With your own key, every conversation counts once.

## Fallback [#fallback]

Managed AI switches between EU providers automatically if one is slow or down. With your own key, add a fallback key (another provider or model) in **AI → Fallback**; without one, the widget offers your contact form or human handoff while the provider is down.

[Open AI model settings](/app/go/ai)