Comparison
Microsoft Copilot vs ChatGPT Business vs Google Gemini: which should a UK SME choose?
The short answer
For most SMEs the deciding factor is the software you already use. If you run on Microsoft 365, start with the free Copilot Chat and consider Copilot Business at £16.10 per user per month (list price, paid yearly). If you run on Google Workspace, Business Standard already includes Gemini in Gmail and Docs. ChatGPT Business and Claude's Team plan, from about £15 to £22.50 per user per month, suit businesses that want a strong general assistant regardless of their office software. Whichever you choose, use a business plan, not personal accounts.
Start with what you already pay for
The most expensive mistake is buying AI licences for everyone before anyone knows what they will use them for. Check what is already included:
- Microsoft 365 business plans include Copilot Chat at no extra cost, a web-grounded assistant with business data protection.
- Google Workspace Business Standard and Plus include Gemini in Gmail, Docs, Sheets, Drive and Meet. Business Starter has only limited Gemini features.
For many small teams, these are enough to find out where AI genuinely helps before paying for more.
Side by side
Prices checked in November 2026, per user per month, excluding VAT. These are the sterling prices each supplier shows to UK visitors.
| Microsoft 365 Copilot Business | ChatGPT Business | Google Workspace with Gemini | Claude Team | |
|---|---|---|---|---|
| Price | £16.10 paid yearly (£13.80 for the first year if bought by 31 December 2026), or £19.32 monthly, on top of a Microsoft 365 Business licence | From £15 | Included in Business Standard, £11.80 paid yearly | £18 paid yearly, or £22.50 monthly |
| Team size | Up to 300 users | 2 to 200 users | Up to 300 users | 2 to 150 users |
| Works inside | Word, Excel, PowerPoint, Outlook, Teams | Its own app, with connectors to Microsoft 365, Google Workspace and others | Gmail, Docs, Sheets, Slides, Meet | Its own app, with connectors to common business tools |
| Trains on your business data by default? | No | No | No | No |
| Best for | Businesses already running on Microsoft 365 | A strong all-round assistant for writing, analysis and research | Businesses already on Google Workspace | Long documents, careful writing and analysis |
Microsoft also offers bundles: Business Standard with Copilot at £18.10 per user per month and Business Premium with Copilot at £24.60, both paid yearly.
Microsoft 365 Copilot
Copilot's advantage is that it works inside the documents, emails, meetings and files your team already uses. It can summarise a Teams meeting, draft a reply in Outlook from the thread, or pull together a document using files you have access to.
Be aware: Copilot can only use what your Microsoft 365 permissions allow, which is good for security but means messy file sharing becomes visible quickly. Tidy up who can see what before rolling it out.
ChatGPT Business
ChatGPT is the most widely known assistant and is strong across writing, analysis, research and working with files. The Business plan adds a shared workspace, admin controls, single sign-on and connectors to tools such as Microsoft 365, Google Workspace and Slack. OpenAI states business data is not used to train its models by default.
Be aware: it sits alongside your other tools rather than inside them, so it works best for people who will build a habit of using it.
Google Gemini
If your business runs on Google Workspace, Gemini is already in Gmail, Docs and Meet on Business Standard and above. That makes it the lowest-friction way to start.
Be aware: Business Starter only includes limited Gemini features. Check which plan each user is on.
Claude Team
Anthropic's Claude is widely used for long documents, careful writing and analysis. The Team plan has a 2-user minimum and, like the others, does not use your content for training by default.
Which should you choose?
- Already on Microsoft 365? Try Copilot Chat first. Buy Copilot Business licences for the people who will use it daily, not for everyone.
- Already on Google Workspace? Make sure key users are on Business Standard or above and start with Gemini.
- Want the strongest standalone assistant? Trial ChatGPT Business or Claude Team with a small group for a month.
- Handling client data in a regulated profession? Choose a business plan, set clear rules about what information can be used, and read our guide on using ChatGPT safely with client data.
Whichever tool you pick, decide in advance what you want it to improve, measure it for a month, and keep or cancel licences based on actual use.
Want help deciding?
We are independent of all these suppliers. If you would like a recommendation based on how your team actually works, start with AI and automation consultancy for SMEs or book a FiveW Business Review.
The FiveW Business Review
Want this answered for your own business? The £750 + VAT review looks at up to three important processes and gives you prioritised recommendations covering likely benefit, cost, effort and risk.
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Prices and figures were checked on 8 November 2026 and can change. Always confirm with the supplier.