Gemini is Google's answer to ChatGPT. It is a capable AI in its own right, but its main advantage is something neither ChatGPT nor Claude can match: it lives inside the tools millions of people already use every day.

Built into Google Workspace

If your business runs on Gmail, Google Docs, Google Drive, or Google Meet, Gemini is increasingly woven into all of them. You can ask Gemini to draft an email while you are in Gmail. You can ask it to summarise a document while you are in Docs. You can search across your entire Drive using natural language.

For businesses already inside the Google ecosystem, this integration is a genuine time-saver. You do not switch between apps. You do not copy and paste. The AI is just there, where you already are.

Multimodal capability

Gemini can handle more than just text. It can analyse images, work with audio, and process different types of input in a single conversation. This makes it useful for tasks like describing what is in a photo, or working with content that includes both text and visuals.

This is a notable technical advantage over Claude, which is primarily text-focused.

Research capability

Gemini has Google Search built into its backbone, which means it has access to up-to-date information as standard. You do not need a separate browsing feature. Ask it about current events, recent news, or what is happening in your industry, and it can draw on real-time information.

Where it falls short

For pure writing quality, Gemini does not quite match Claude. It produces solid, accurate output but lacks some of the polish and nuance that makes Claude's writing feel more human.

The best features, particularly the deep Workspace integrations, are gated behind a Google One subscription at £19/month. On the free tier, you get a capable AI but miss out on the connected, in-context experience that makes Gemini genuinely compelling.

Pricing

Free: Capable standalone AI at gemini.google.com. Advanced: £19/month via Google One. Includes deeper Workspace integrations and access to Google's most powerful models.

What's new: Gemini Mac app

Google is beta-testing a native Gemini app for Mac (as of March 2026). It includes a "Desktop Intelligence" feature that can read what is on your screen and help you work with it. Not widely available yet, but worth watching if you are a Mac user who uses Google Workspace.

Who should use it

Businesses already running on Google Workspace. Anyone who wants AI integrated into their email and document workflow without switching apps. People who do regular research and want always up-to-date answers by default. If you live in Google's world, Gemini belongs in your toolkit.

Gemini