Which AI should I use?

21st March 2025

Artificial Intelligence (AI) has quickly become a revolutionary tool for businesses. With the ability to automate tasks, instantly problem solve and create content from scratch, AI can be extremely useful.

But with the market becoming increasingly complex, which AI is right for your needs? Read our breakdown of the 5 most popular AI*:

1. ChatGPT (OpenAI)

Key uses:

·       Content creation: can generate high-quality content.

·       Customer Support: can instantly respond to customer queries.

·       Coding Assistance: can help generate code snippets or debug problematic code.

Overall, ChatGPT can handle a wide range of tasks, with the ability to automate many of them, in an easy-to-use way. However, not all ChatGPT’s responses are accurate, as it often reflects biases present in training data and there have been concerns about how it handles data privacy.

Price:

·       Free plan: access to basic features

·       Plus plan: £16 per month

·       Pro plan: £160 per year

·       Team plan: £20 per user per month (billed annually) or £24 per user per month (billed monthly)

·       Enterprise plan: custom

2. Claude (Anthropic)

Key uses:

·       Customer support: builds context-aware chatbots to reply to customers.

·       Content moderation: can filter and moderate based on guidelines.

·       Legal summarisation: can accurately summarise long documents to increase efficiency.

Claude is designed to be as accurate as possible, without biases and with contextually relevant responses. It can also be tailored to work for exactly what your business needs. On the other hand, it is less user friendly than other options and can be expensive for smaller businesses.

Price:

·       Free plan: access to basic features

·       Pro plan: £18 per month (billed annually) or £20 per month (billed monthly)

·       Team plan: £20 per person per month (billed annually) or £24 per month (billed monthly)

·       Enterprise plan: custom

3. Gemini (Google)

Key uses:

·       Customer service: powers virtual assistants that manage customer interactions.

·       Content generation: creates multiple drafts of content for social media and blogs.

·       Data analysis: generates insights and visualisations.

Particularly good at natural language processing, image recognition and integration with other Google products, Gemini is very user friendly and accessible to non-experts. That heavy reliance on Google can also be a disadvantage, limiting your flexibility and raising the cost.

Price:

·       Free tier: access to basic features

·       Paid tier: pricing varies depending on use

·       Google One AI Premium Plan: £8.99 per month  

4. Microsoft Copilot

Key uses:

·       Document creation: can assist in creating documents, presentations and spreadsheets.

·       Email management: organises your inbox.

·       Meeting summaries: generate summaries of meetings and action items.

Integrated with Microsoft products, it streamlines tasks with Office apps. It also has an emphasis on data security and compliance. Despite this, there are drawbacks: integration isn’t always seamless, costs can be significant, and a lot of technical knowledge may be needed to fully take advantage of it.

Price:

·       Free plan: access to basic features

·       Pro plan: £19 per user per month

·       Copilot for Microsoft 365: £30 per user per month

·       Copilot Studio: custom

5. IBM Watson

Key uses:

·       Data analysis: generates insights to inform decisions based on large amounts of data.

·       Customer service: chatbots and voice agents for automated support.

·       Healthcare: can assist on diagnosing and recommending treatment based on medical data.

Easily integrating into existing business models, IBM Watson can be tailored to specific needs and is excellent for data analysis. It does need technical expertise to set up and manage and isn’t as user friendly as a lot of other AI tools. Furthermore, depending on use, the price can be quite steep.

Price:

·       Watson Studio: pay-as-you-go

·       Watonx.data: pricing based on the number of virtual processor cores (VPC)

·       Watsonx.ai: various pricing tiers

So, which AI is right for you? It depends on a few key questions:

·       What is your level of technical knowledge? If you are an amateur (and I would include myself in this category) it is probably best to go for a user-friendly option.

·       What is your current setup like? If you have Microsoft or Google already as a key element of your IT systems, then using Copilot or Gemini makes sense; if not it doesn’t make much sense to use those AI programs as you’ll miss out on integration features.

·       What do you need it for? If you are only using AI for content creation, then a cheaper plan is all you need. However, if you are instead planning on breaking down huge amounts of data, you need a more advanced AI.

·       What is your budget? The free plans can be useful, so if you are on a tight budget, it is worth trying those before you invest in a paid plan.

Ask yourself these questions and you should be able to find the right AI to assist you. If you have any more AI related questions, talk to our team today.

*please note: all information, including pricing, is correct as of time of publication.