Crafting Your Intelligence

Crafting Your Intelligence

Book A Call

Choosing an AI tool

Claude vs ChatGPT vs Gemini vs Copilot for a 20-person business

A plain-English guide to choosing between ChatGPT, Claude, Gemini and Microsoft Copilot for a business of around 20 people. I’ve trained teams on all of them, so I’ve no reason to promote one over another.

Team training from £600

Book a free call

*Final price depends on team size, project scope and the amount of preparation work required

Who it’s for

Owners and managers of businesses with around 10 to 50 people

On Google Workspace?

Start with Gemini, which is built into Gmail and Docs

On Microsoft 365?

Look at Copilot first, then ChatGPT or Claude

Lots of writing?

Try Claude alongside the others


How to choose

How to choose in 4 steps

1

Start with your software

If you live in Google Workspace or Microsoft 365, test the AI built into it first.

2

Test on real work

Give 3 or 4 people the same real tasks in 2 tools for 2 weeks and compare the results.

3

Check the plan

Use a business plan, so you get admin controls and your data isn’t used for training by default.

4

Train everyone

Agree clear rules and train the whole team, so the licences actually get used.

At a glance

Where each tool tends to shine

ChatGPT and Claude

  • ChatGPT: the most familiar brand name, strong with information, images, voice and skills. A good all-rounder if your team has no strong preference
  • Claude: excellent for writing, editing and creating long documents. Very strong for careful analysis, coding and building simple internal tools

Gemini and Copilot

  • Gemini: the natural choice if you already use Gmail, Docs and Drive
  • Gemini: helpful for meeting notes in Google Meet
  • Copilot: built into Word, Excel, Outlook and Teams
  • Copilot: the clear choice if you already use Microsoft 365

Whichever you choose, the AI Workshop (from £600) or the 6-week AI Training Programme (from £3,000) gets your whole team using it well. Not sure where AI would help most? Start with the AI Opportunity Audit (from £1,000).

Case Study

Training that works whichever tool you choose

13

managers trained in one live session

For Segen, I ran a live session for 13 managers from its Supply Chain, Product Management and Technical teams, based across the UK, Europe, South Africa and the USA. Different roles, different time zones and very different starting points, all in the same session.

For the International Association of Language Centres, I ran a 6-week programme for teams of 2 to 5 people from member schools. Attendance was 100% across all 6 sessions and the schools built a website chatbot, a marketing plan and a new approach to lesson planning.

I understand your needs: a small team that needs the right tool and the skills to use it, without paying for licences nobody opens. You can read more in my case studies.

The short answer

The best tool is usually the one your team will actually use.

For a 20-person business, the differences between the big AI tools matter less than you’d think. All of them write, summarise, analyse files and answer questions well. What matters more is how well each one fits the software you already use and whether your team is trained to use it properly.

At the time of writing (November 2026), ChatGPT Business and Claude Team cost about the same per person per month. Gemini comes included in most Google Workspace business plans and Microsoft offers Copilot inside Microsoft 365. Prices and features change often, so check each one before you buy.

The biggest waste I see isn’t picking the wrong tool. It’s paying for 20 licences that 5 people use. That’s why I’d always put training alongside any rollout.

I’ve spent 15 years working on major brands in London, New York and Amsterdam, where every detail had to be carefully checked for quality. I put the same level of standard into every session.

Not sure which tool fits your team?

Book your free call with no obligation. Tell me how your team works and I’ll tell you clearly which tool I’d start with and what would help you the most.

Book a free call

Frequently Asked Questions

Questions business owners ask

Which is better for a small business, ChatGPT or Claude?

Both are excellent and the gap between them changes with each new release. ChatGPT is the most familiar and has the widest range of features. Claude is often preferred for writing and for working with long documents. The best way to decide is to test both on your own work for a couple of weeks.

Should we pick one AI tool or let people choose?

Pick one main tool for the whole business. It’s easier to train people, set rules, control costs and share what works. A few people can still test other tools, as long as they follow the same rules on company information.

Is Gemini included in Google Workspace?

At the time of writing (November 2026), Gemini is included in most Google Workspace business plans, with the fullest features in Gmail, Docs and Sheets on the higher plans. Check Google’s current plan details before you decide.

Do we need Microsoft Copilot if we use Microsoft 365?

Not necessarily. Copilot works inside Word, Excel, Outlook and Teams, which is a real advantage if that’s where your team spends its day. Some businesses still prefer ChatGPT or Claude for writing and analysis. Test it on real work before you buy licences for everyone.

Is AI training worth it for a 20-person company?

Usually, yes. Without training, most teams use a fraction of what they’re paying for. A half-day workshop starts from £600 and the 6-week AI Training Programme from £3,000 for groups of up to 15. My free AI Training Calculator shows whether training would pay for itself for your team.

Can you train us on whichever tool we choose?

Yes. I train teams on ChatGPT, Claude, Gemini and Copilot. The habits that make AI useful, such as giving good context and checking what comes back, carry across all of them.

Keep exploring

Other ways I can help