- All of them have a free version. The main paid plans cost about US$20 a month.
- Choose the one that lives where you already work: Gemini if your business runs on Gmail and Google Docs, Copilot if it runs on Outlook and Word, Claude or ChatGPT for the strongest all-round writing and thinking partner.
- Use Perplexity when you need an answer with its sources listed.
- On personal plans your chats can be used to train the AI. Switch that off first; the full guide shows how.
More than half of US small businesses were using generative AI by 2025, and in the UK the share of firms actively using AI jumped from 35% to 54% in a year. The question for most self-employed people isn't whether to use one. It's which one, and how to stop it sounding like a robot.
What an AI assistant actually does for a small business
- Drafts emails, quotes, proposals and follow-ups from your rough notes.
- Turns a voice memo or a messy list into a clear web page, post or newsletter.
- Summarises a long document, contract or report so you know what's in it. It's not legal advice.
- Researches a question and explains the answer in plain English.
- Brainstorms names, offers, prices and ideas with you, and argues back when you ask it to.
- Writes spreadsheet formulas, and explains the ones you inherited.
- Role-plays a tricky client conversation so you can practise.
The five, side by side
| Assistant | Free? | Main paid plan | Best at | Worth knowing |
|---|---|---|---|---|
| Claude (Anthropic) | Yes | Pro US$20/mo, or US$17/mo billed yearly | Writing that sounds human, long documents, building simple pages and files. Connects to Gmail, Google Calendar and Drive. | Doesn't create photos or illustrations (it can make charts and diagrams) |
| ChatGPT (OpenAI) | Yes | Plus US$20/mo | The all-rounder: images, voice conversations, deep research, custom assistants | Personal plans may use your chats for training unless you switch it off |
| Gemini (Google) | Yes | Google AI Pro US$19.99/mo (A$32.99), includes 5 TB of storage | Working inside Gmail, Docs and Sheets; images and short video | A sample of chats may be read by human reviewers unless Gemini activity is off |
| Microsoft Copilot | Limited | Microsoft 365 Personal US$9.99/mo; Premium US$19.99/mo | Working inside Word, Excel, PowerPoint and Outlook | On the Family plan, only the account owner gets the AI features |
| Perplexity | Yes | Pro US$20/mo | Answers with sources listed, research | Data retention is on by default |
Prices from each company's own pricing page, in US dollars unless shown. Most charge a little more in Australian dollars.
How to choose in two minutes
- Your business runs on Gmail and Google Docs? Try Gemini first. It already sits inside the apps you use.
- Your business runs on Outlook, Word and Excel? Try Copilot first, for the same reason.
- You write a lot (proposals, emails, web pages, courses) and want it to sound like you? Try Claude.
- You want one tool that does a bit of everything, including images? Try ChatGPT.
- You mainly want to look things up and see where the answer came from? Try Perplexity.
In practice, the best one is the one you keep opening. Use two free versions side by side for a fortnight with real work, then pay for the one you reach for.
Do this on day one: switch off training
On personal plans, what you type can be used to improve the AI. You can switch that off:
- Claude: Settings, then Privacy, then turn off "Help improve our AI models".
- ChatGPT: Settings, then Data controls, then turn off "Improve the model for everyone". Chats in Temporary Chat are never used for training.
- Gemini: go to myactivity.google.com/product/gemini and turn off Gemini Apps Activity.
- Copilot: on copilot.com, click your profile, then Privacy, and turn off training on your conversations and voice.
- Perplexity: Account settings, then Preferences, then turn off "AI data retention".
When a team plan is worth it
If you work with a partner, staff or contractors, the business plans (Claude Team, ChatGPT Business, Perplexity Enterprise, Google Workspace) don't train on your data by default and let you share work. Claude Team and ChatGPT Business both start at about US$25 per person a month, or US$20 billed yearly; ChatGPT Business needs at least two people.
Is it worth paying?
The free versions limit how much you can do each day and which models you get. If you use it every day, US$20 a month is less than an hour of your time, and most people get that back in the first week. If you use it once a fortnight, stay free.
Next: How to ask AI for help when you don't know what to ask.
Rather hand it over?
That's what I'm for. Book a free 30-minute call and you'll leave with a plan for your website and marketing, whether or not you hire me.
Book your free call More guidesSources (13) · facts and prices checked 27 September 2026
- Claude pricing
- Claude privacy settings
- ChatGPT Plus
- ChatGPT Business FAQ
- ChatGPT data controls
- Google AI plans (Australia)
- Gemini privacy help
- Microsoft 365 Copilot plans for individuals
- Copilot privacy controls
- Perplexity pricing
- Perplexity data collection
- U.S. Chamber: Empowering Small Business report, Aug 2025
- British Chambers of Commerce, Mar 2026
Prices change often and vary by country. Always check the company's own page before you buy.