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Demand by hour with Gemini in Sheets for taxi firms

Gemini in Google Sheets charts bookings and turned-away jobs by hour against drivers on shift, so rotas match demand. From about $16£12€14A$23C$23 a month.

At a glance

  • What it costs$16£12€14A$23C$23 a month

  • Worth, in extra profit or time saved in the worked example$180£135€161A$259C$254 a month

  • Pays for itselfIn a few days

  • Connecting two tools or some setup timeSome setup needed

Figures come from the worked example below, using its stated assumptions. Tool prices checked . How we check prices

The problem

Friday and Saturday nights are busy, but the gaps are rarely where the office thinks. If the firm turns away about 15 jobs a week because no car is free, at an average $19£14€17A$27C$26 fare, that's about $1,197£900€1,071A$1,728C$1,692 a month of fares going to another firm, and the firm's share of it is lost too.

What the AI does

Export 8 weeks of jobs from your dispatch system with date, booking time, fare and whether the job was covered or turned away, plus drivers logged on by hour, and delete passenger names, numbers and addresses. Paste them into Google Sheets, click Ask Gemini and ask for a pivot table of jobs, turned-away jobs and drivers on by weekday and hour, with a chart. Google says Gemini in Sheets can create tables, formulas, pivot tables and charts. You then ask drivers to cover the worst hours. It needs Google Workspace Business Standard (about $16£12€14A$23C$23 per user a month).

A worked example

A 25-car taxi firm in Doncaster exports 8 weeks of jobs from its dispatch system. Gemini's chart shows most turned-away jobs fall between 1am and 3am on Saturdays and Sundays, so the office offers drivers a reduced rent for those hours.

Before

About 15 jobs a week turned away at an average $19£14€17A$27C$26

After

Most of the 1am to 3am weekend gap covered by 3 more drivers

What it's worth

About $180£135€161A$259C$254 a month more for the firm, against about $16£12€14A$23C$23 for Workspace Business Standard. Covering 15 more jobs a week at $19£14€17A$27C$26 is about $1,201£903€1,075A$1,734C$1,698 a month in fares, and at an assumed 15% firm share that's about $180£135€161A$259C$254.

How to set it up

  1. Use Google Workspace Business Standard (€13.60, about $16£12€14A$23C$23 per user a month on a one-year commitment) for the office manager's account.
  2. Export 8 weeks of jobs with date, time, fare and covered or turned away, plus drivers logged on by hour. Delete passenger names, phone numbers and addresses.
  3. Paste both into a Google Sheet, click Ask Gemini and ask: 'Make a pivot table of jobs, turned-away jobs and drivers on by weekday and hour, and chart the hours with most turned-away jobs per driver.'
  4. Check one night by hand against the dispatch log.
  5. Offer drivers the worst hours first, then run the check again after a month.

What goes wrong

  • If your dispatch system doesn't record turned-away jobs, start logging them for a month first; otherwise you only see covered work.
  • If Gemini builds a formula wrongly, the chart is wrong. Check a sample by hand.
  • Passenger journeys can be personal data under UK GDPR, so delete names and addresses before export. Google says it doesn't use customers' Workspace data to train its generative AI; personal Google AI plans are on consumer terms.
  • Business Starter (about $8£6€7A$12C$11) has Gemini in Gmail only, not Sheets.

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Last updated October 17, 2026.