Generative AI
AI that creates content
Generative AI is a type of artificial intelligence that creates new content from a prompt, such as text, images, audio, video, or code. It learns from patterns in large datasets and uses them to generate outputs that feel like human-made work.
How generative AI works
During training, generative AI learns from a large number of examples of a given type of content and picks up the patterns and structure within them. When you give it an instruction, it creates a new output that matches those patterns, yet it is not a copy of any specific example. For text it uses large language models; for images and other media it uses other types of models.
The quality of the result is largely determined by the instruction, the so-called prompt. The more precisely you describe what you want, in what style, and for whom, the better and more usable the output you get. Generative AI is therefore a tool you operate skillfully rather than a button with a single result.
How your business can use it
Generative AI can significantly speed up both creative and routine work. It brings the most value where you need to quickly produce a first version, variations, or a large volume of content that a person then refines. To help your team use it to the fullest, AI training focused on your everyday tasks pays off.
- Drafts of text for your website, social media, emails, and ads.
- Creating images and visuals for campaigns and products.
- Concepts, brainstorming ideas, and document outlines.
- Help with writing and reviewing code during software development.
What to watch out for
Generative AI output should always be reviewed. A model can state inaccurate information, create content that does not fit your brand, or repeat mistakes from its training data. Copyright and internal rules about what you may put into the tool also matter. Generative AI is a powerful assistant, but responsibility for the final content stays with you.
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Explore our AI trainingFrequently asked questions
What is the difference between generative AI and classic AI?
Classic AI mostly predicts or classifies something, such as labeling an email as spam. Generative AI, on the other hand, creates new content that did not exist before. Large language models are the best-known example of generative AI focused on text.
Can I use generative AI output commercially?
In most cases yes, but it depends on the terms of the specific tool and the type of content. With images and text it is wise to edit and review the output and make sure it does not infringe on others’ rights or your own internal rules.
Will generative AI replace copywriters and designers?
It is more likely to change their work. AI speeds up creating first versions and variations, but a quality result still requires human judgment, taste, and knowledge of the brand. The best results come from people and tools working together.