ChatGPT, Claude, Gemini and Microsoft Copilot are the AI assistants most businesses evaluate. All four write, summarise, analyse and answer questions well. The differences that matter for a business are where each one lives (standalone app vs inside Microsoft 365 or Google Workspace), what data it can use, how it is priced and how it is governed.
AI products change monthly, so treat this guide as a framework. Re-check plans and features before buying, and pilot with your own tasks.
The bottom line
If you are a Google Workspace company, start with Gemini — it is likely already included. If you are a Microsoft 365 company, start with Copilot Chat and license Microsoft 365 Copilot for heavy Office users. For a standalone assistant, ChatGPT is the most versatile and Claude is the strongest for long-form writing and document analysis. Many teams use two.
The contenders
- 1
Best all-round assistantChatGPT8.6Editorial score 8.6 out of 10 - 2
Best for writing and long documentsClaude8.4Editorial score 8.4 out of 10 - 3
Best for Google WorkspaceGoogle Gemini8.4Editorial score 8.4 out of 10 - 4
Best for Microsoft 365Microsoft 365 Copilot8.5Editorial score 8.5 out of 10
Scores are editorial assessments based on research. Prices are indicative.
ChatGPT
ResearchedThe most versatile assistant, with custom GPTs, data analysis, image generation and a broad ecosystem.
ChatGPT handles drafting, analysis, coding help, image generation, web search and file analysis in one interface. Business plans add a shared workspace, admin controls and data excluded from training by default.
Ideal for: Mixed-tool teams wanting one general assistant.
Watch out for: Business plans add per-seat cost on top of your suite.
Pros
- Very broad capabilities
- Strong ecosystem and custom GPTs
- File and data analysis
Cons
- Can produce confident errors
- Usage limits vary by plan
Claude
ResearchedStrong writing, careful reasoning and Projects for working with long reference material.
Claude excels at reading long documents, careful writing, reasoning and coding assistance. Team and enterprise plans add shared projects, admin controls and data protections suited to business use.
Ideal for: Writers, analysts, legal and technical teams.
Watch out for: Team plan has a minimum seat count.
Pros
- Strong long-context handling
- High-quality writing
- Projects for shared context
Cons
- Usage caps on lower tiers
- Fewer built-in media tools
Google Gemini
ResearchedBuilt into Gmail, Docs, Sheets and Meet and included in many Workspace plans.
Gemini provides a standalone assistant plus AI features across Google Workspace. For businesses already using Gmail, Docs and Drive, it brings AI to where the work already happens.
Ideal for: Companies running on Google Workspace.
Watch out for: Most valuable inside Google's apps.
Pros
- Native in Gmail, Docs, Sheets
- Strong multimodal features
- Workspace admin controls
Cons
- Best experience requires Workspace
- Feature availability varies by plan
Microsoft 365 Copilot
ResearchedAI inside Word, Excel, Outlook and Teams, grounded in your organisation's data.
Microsoft 365 Copilot brings AI into Office apps and Teams, drawing on your emails, files and meetings through Microsoft Graph. It respects existing Microsoft 365 permissions, which makes good permission hygiene essential.
Ideal for: Microsoft 365 organisations.
Watch out for: Microsoft 365 Copilot is a paid add-on.
Pros
- Deep Office integration
- Uses organisational context
- Enterprise-grade admin and compliance
Cons
- Relatively expensive add-on
- Requires good permission hygiene
Comparison table
| Tool | Best for | Score | From (indicative) | Free plan |
|---|---|---|---|---|
| ChatGPT | Best all-round assistant | 8.6 | Free tier; business plans from around $25–30 / user / month | Yes |
| Claude | Best for writing and long documents | 8.4 | Free tier; team plans from around $25–30 / user / month | Yes |
| Google Gemini | Best for Google Workspace | 8.4 | Free tier; included with many Google Workspace business plans | Yes |
| Microsoft 365 Copilot | Best for Microsoft 365 | 8.5 | Add-on licence around $30 / user / month for business plans | Yes |
Feature matrix
| Feature | ChatGPT | Claude | Google Gemini | Microsoft 365 Copilot |
|---|---|---|---|---|
| Free tier | Yes | Yes | Yes | Copilot Chat (eligible accounts) |
| Team price (indicative) | ~ $25–30 / user | ~ $25–30 / user | Included in many Workspace plans | ~ $30 / user add-on |
| Native app integration | Connectors | Connectors / integrations | Gmail, Docs, Sheets, Meet | Word, Excel, Outlook, Teams |
| Company data grounding | Connectors | Projects and integrations | Google Drive | Microsoft Graph |
| Custom assistants | Custom GPTs | Projects | Gems | Copilot agents |
| Image generation | Yes | Not a core feature | Yes | Yes |
| Business data used for training by default | No (business plans) | No (business plans) | No (Workspace) | No (business) |
Based on vendor documentation and public plan pages; features change often, so confirm on the plan you intend to buy.
Choose by ecosystem first
The biggest productivity gains come from AI that works where you already work. If your team lives in Gmail and Docs, Gemini's integration is hard to beat. If it lives in Outlook, Teams and Excel, Copilot has the edge. Standalone assistants like ChatGPT and Claude are more flexible and often more capable for open-ended work.
Run a structured pilot
- Pick 10–20 users across roles.
- List the top ten tasks each role wants help with.
- Run the same tasks in two assistants for two weeks.
- Score quality, time saved and ease of use.
- License by role based on results.
Set an AI usage policy
- Which data can be shared with AI tools
- Which tools are approved (and which are not)
- When output must be checked by a human
- How to cite or disclose AI assistance
- Who owns admin settings and retention
How we chose
- We compared the four AI assistants small businesses shortlist most often, using vendor documentation, public plan pages, trust pages and our full reviews of each product.
- Scores are the same weighted scores shown on each review; the overall score is calculated from six criteria and is never typed in by hand. Affiliate relationships have no influence on scores or order.
- We compared ecosystem integration, data grounding, admin controls, pricing and stated data-use policies for business plans.
- Matrix entries describe typical plans as of the update date. Features and limits change frequently — confirm details on the exact plan you intend to buy.
Read our full scoring methodology →
Avoid paying twice
Check whether your Google Workspace or Microsoft 365 plan already includes AI features before buying standalone seats.
License by role
Heavy users justify paid seats; light users may manage with free or included options.
Review data terms
Confirm data retention, training opt-outs and admin controls for the exact plan.
Train your team
Short prompt-writing training increases value more than switching tools.
See every option we rank in AI Assistants.
Buying checklist
Before you commit, confirm each of these on the exact plan you will buy:
- Data is excluded from training on your plan
- Admin console and usage controls
- File and document analysis
- Integration with your office suite
- Predictable per-seat pricing
Avoid these mistakes: Letting staff use personal free accounts with company data. Buying seats for everyone before running a pilot. Treating AI output as fact without review.
Frequently asked questions
Which AI assistant is best for business?
It depends on your ecosystem: Gemini for Google Workspace, Copilot for Microsoft 365, and ChatGPT or Claude as standalone assistants.
Is ChatGPT or Claude better?
ChatGPT is more versatile; Claude is often preferred for long-form writing and document analysis. Test both on your tasks.
Do these tools train on my data?
Each vendor states that business-plan data is not used for training by default. Review the terms for your plan.
Can I use more than one?
Yes. Many teams use an ecosystem assistant plus one standalone assistant.
Are free tiers safe for business?
Free consumer tiers have different data terms. Use business plans for company data.
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