ChatGPT & OpenAI

Best for: Everyday text, vision, and voice tasks

OpenAI's flagship multimodal model handles text, images, files, and real-time voice with strong all-round performance. It's the best default starting point for most business tasks — drafting, summarising, explaining, and analysing content across any format. Available on the free tier with limits and via Pro with higher usage.

Best for: Complex, multi-step reasoning and analysis

o3 is OpenAI's most capable reasoning model — thinking step-by-step before responding to deliver significantly better results on tasks requiring careful logical deduction. Ideal for legal analysis, financial modelling logic, and research where accuracy matters more than response speed. The reasoning trace makes conclusions verifiable.

Best for: Fast, accurate coding and technical tasks

A smaller, faster reasoning model optimised for coding, mathematics, and structured technical tasks. Delivers near-frontier reasoning quality at a fraction of the cost and latency — ideal for development teams embedding reasoning capabilities into automated workflows and pipelines.

Best for: Business image and visual asset creation

OpenAI's image generation model creates detailed, high-quality images from text prompts and integrates directly with ChatGPT for iterative creative work. Best for producing concept visuals, marketing images, presentation graphics, and branded content at scale — without needing a designer for every iteration.

Best for: AI video generation from text descriptions

Sora generates short, cinematic-quality video clips from text descriptions. Currently best suited for concept visualisation, brand storytelling, and early-stage content production. Quality and coherence limitations mean it supplements — rather than replaces — traditional video production.

Best for: Natural real-time spoken conversations

Advanced Voice Mode enables low-latency, natural voice conversations with GPT-4o, including detection and response to emotional tone in speech. Useful for training simulations, accessibility-focused applications, and conversational interface prototyping.

Best for: Tailored AI tools for specific tasks

Custom GPTs allow anyone to build a specialised AI assistant using instructions, uploaded knowledge files, and tool integrations — no coding required. Businesses use them to create internal knowledge bases, brand voice assistants, client onboarding guides, and customer-facing support tools.

Best for: Building AI-powered applications at scale

The Assistants API provides infrastructure to embed GPT-based AI into products and workflows — with persistent thread management, file storage, and integrated tools including code execution and web search. Used by development teams building customer-facing AI features that need memory and tool use.

Best for: Autonomous web task completion

Operator is an AI agent that browses the web, interacts with websites, and completes multi-step tasks autonomously — from filling forms to placing orders. It represents the leading edge of agentic AI and is useful for repetitive web-based workflows requiring minimal supervision.

Best for: Shared AI workspace for growing teams

ChatGPT Team provides a collaborative workspace with shared Custom GPTs, higher usage limits, and data privacy guarantees — conversations are excluded from model training. Best suited for teams of 2–149 who want a simple, managed AI environment without the complexity of enterprise procurement.

Best for: Enterprise-grade AI with security and control

ChatGPT Enterprise adds SSO, admin controls, usage analytics, unlimited GPT-4o access, and a 128K context window. SOC 2 Type II compliant with data isolation and no training on company conversations. The appropriate tier for regulated industries and organisations with strict data governance requirements.