Generative AI
Generative AI refers to AI models capable of creating original content (text, images, code, audio) from an instruction, rather than only analyzing or classifying existing data. Large language models (LLMs) like GPT or Claude are the best-known example for text and code.
In practice, this automates content production tasks that used to be entirely manual: drafting a first response to a tender, generating variations of product sheets, or producing code from a specification. The most common business use pairs generative AI with RAG to draw on real data, or with agents to act directly in business tools, rather than using it alone for a simple chat interface.
The classic trap is treating generative AI as 100% reliable, when it can produce content that sounds plausible but is factually wrong (a hallucination). For any use case where an error has a real cost (billing, legal advice, figures), you need a human review step or an automated check, and should never publish raw output unreviewed in those areas.
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