Most UK SMEs are drowning in documentation chaos. Project briefs scattered across emails, client requirements buried in WhatsApp chats, and that crucial process you documented "somewhere" six months ago.
We've spent the last quarter testing Notion AI and ChatGPT with actual SME clients - a Surrey heating contractor, a Manchester marketing consultant, and a Bristol tutoring agency. Here's what we learned about which tool actually works for business documentation.
Before you jump on the AI documentation bandwagon, understand this: 73% of SMEs we surveyed said their biggest documentation problem isn't writing - it's finding information later. The tool you choose needs to solve both problems.
The Real Documentation Problem UK SMEs Face
Let's be honest about what's actually happening in your business. You've got:
- Client briefs in Gmail
- Project notes in WhatsApp Business
- Processes documented nowhere
- Team knowledge locked in people's heads
- Quotes and proposals starting from scratch every time
Sound familiar? That's because most small businesses treat documentation as an afterthought, not a system.
The heating contractor we worked with was rewriting the same boiler replacement quote format 3-4 times per week. Each quote took 45 minutes. That's nearly 3 hours weekly on something that should be templated.
Notion AI: The Organised Approach
Notion AI launched properly in early 2023, and it's fundamentally different from ChatGPT because it lives inside your workspace. You're not copying and pasting between tabs - you're working where your information already lives.
Where Notion AI Excels:
The Manchester marketing consultant saw immediate results with client project templates. Instead of starting each client brief from scratch, Notion AI now generates 80% complete project outlines based on previous successful briefs stored in their database.
Here's what impressed us:
- Context awareness: It knows your existing templates, client history, and company processes
- Structured output: Documents follow your established formats automatically
- Database integration: Client information auto-populates from your CRM data
- Version control: Every edit is tracked, crucial for client work
Where It Falls Short:
Notion AI struggles with complex reasoning and nuanced writing. It's brilliant at filling templates but weak at strategic thinking or creative problem-solving.
The Bristol tutoring agency found it excellent for lesson plan templates but useless for writing parent communication about sensitive issues.
ChatGPT: The Flexible Powerhouse
ChatGPT (we tested Plus at £20/month) brings superior language understanding and reasoning to documentation tasks. It's like having a skilled writer who never gets tired.
Where ChatGPT Dominates:
Our Surrey heating contractor needed to explain complex heating system choices to non-technical clients. ChatGPT excels at taking technical information and making it accessible.
Key strengths we observed:
- Natural language: Produces genuinely readable, engaging content
- Complex reasoning: Handles multi-step documentation processes
- Adaptability: Adjusts tone and complexity based on your prompts
- Problem-solving: Can work through documentation challenges creatively
The Integration Problem:
But here's the catch - ChatGPT lives in isolation. Every piece of content needs manual copying into your actual systems. The heating contractor spent 10 minutes per quote copying and formatting ChatGPT output into their proposal template.
That adds up fast.
The Real-World Test: Quote Generation
We ran a direct comparison using the heating contractor's boiler replacement quotes. Same client requirements, same timeline.
Notion AI Process:
- Select "Boiler Replacement" template
- AI auto-fills client details from database
- Generates technical specifications based on property data
- Creates timeline using previous similar projects
- Formats pricing table automatically
Total time: 8 minutes per quote.
ChatGPT Process:
- Copy client requirements from CRM
- Paste into ChatGPT with detailed prompt
- Review and refine output (usually 2-3 iterations)
- Copy final content into proposal template
- Manually format and adjust styling
Total time: 22 minutes per quote.
"Notion AI cut our quote time by two-thirds. But when we need to explain why someone needs a new boiler to their insurance company, we still use ChatGPT. It just writes better."
Database vs Conversation: The Core Difference
This isn't just about features - it's about how you think about documentation.
Notion AI treats documentation as data. It's brilliant when you have structured, repeatable processes. Client onboarding, project templates, standard procedures - these all benefit from database-driven generation.
ChatGPT treats documentation as conversation. It's superior for one-off explanations, complex communications, and anything requiring nuanced understanding.
Cost Reality Check for UK SMEs
Let's talk money because most SME comparisons ignore the real costs:
But pure subscription cost misses the point. The heating contractor saves 14 minutes per quote with Notion AI. At 15 quotes monthly, that's 3.5 hours saved. Worth £40? Absolutely.
The tutoring agency uses ChatGPT for parent communications and saves 2 hours weekly on report writing. £20 for 8 hours monthly? No-brainer.
Which Tool for Your Business Type
After three months of real testing, here's our recommendation framework:
Choose Notion AI if you:
- Have repeatable documentation processes
- Need team collaboration on documents
- Store client/project data in databases
- Want automation over flexibility
- Have structured workflows (trades, agencies, consultancies)
Choose ChatGPT if you:
- Do lots of one-off communication
- Need high-quality, varied writing
- Work solo or in very small teams
- Value writing quality over process automation
- Handle complex, nuanced topics (education, legal, healthcare)
The Hybrid Approach That Actually Works
Here's what we recommend to most clients: use both, but strategically.
Map Your Documentation Types
List everything you write regularly. Categorise as "structured/repeatable" or "unique/complex".
Implement Notion AI First
Start with templates, processes, and client data. This gives immediate ROI on repeatable tasks.
Add ChatGPT for Complex Tasks
Use for explaining complex topics, handling sensitive communications, or creating new content types.
Connect with Automation
Use Zapier or Make.com to move ChatGPT output into Notion automatically where needed.
The Manchester marketing consultant now uses this hybrid approach. Client brief templates generate in Notion AI, but strategy documents and complex client communications go through ChatGPT first.
Getting Started Without the Learning Curve
Most SMEs fail at AI documentation because they try to revolutionise everything at once. Start small.
Week 1: Pick your most time-consuming repeatable document. If it's quotes, use Notion AI. If it's client emails, use ChatGPT.
Week 2: Template that process. Document what works, refine what doesn't.
Week 3: Add the second most time-consuming task.
The Bristol tutoring agency started with lesson plan templates. Three weeks later, they're generating parent reports, student feedback forms, and curriculum outlines. All because they focused on one thing first.
The Uncomfortable Truth About AI Documentation
Here's what nobody tells you: AI documentation tools work best when your existing processes are already organised. If you're chaotic without AI, you'll be chaotic with AI - just faster.
Both Notion AI and ChatGPT amplify your existing systems. Good templates become great templates. Messy workflows stay messy workflows.
That's why we always recommend a process audit before implementing any AI documentation solution.
The heating contractor's success came because they already had a solid quote process - AI just automated the tedious parts. The tutoring agency struggled initially because their lesson planning was inconsistent to begin with.
Making the Decision
If you're still unsure, try this: document your next five client interactions or project briefs manually. Time each one. Note which parts feel repetitive versus which require genuine thinking.
Repetitive parts? Notion AI will transform them. Thinking parts? ChatGPT will enhance them.
Most UK SMEs need both, eventually. But start with whichever solves your biggest time drain first.
The goal isn't perfect documentation - it's getting back hours in your week to focus on what actually grows your business. Both tools deliver on that promise, just in different ways.
Need help mapping your documentation workflows or setting up AI systems that actually work with your business? We've implemented both tools across dozens of UK SMEs and know exactly where each one fits. Check out our automation services or see how we've helped similar businesses in our case studies.